Prime Day 2026 has reached Day 2, and while the biggest bargains tend to grab the headlines, this stage of the sale is often where some of the most interesting home cinema deals emerge.
That's because retailers have now had time to react to one another's pricing, leading to fresh discounts and occasional surprise price cuts on products that weren't reduced at the start of the week. We've already seen several deals improve as the event has progressed, and we're continuing to track every notable change.
Of course, not every discount deserves your attention. Many products are still carrying underwhelming reductions, while some "deals" remain more expensive than prices we've seen at other times of the year.
That's why our team of home cinema experts is monitoring the sales throughout the day, highlighting only the TV, soundbar, projector, AVR and speaker package deals we genuinely think are worth considering.
Every recommendation featured here has been checked by our reviewers and compared against its recent pricing history, so you can quickly separate the genuine bargains from the marketing noise.
We're also keeping an eye on specialist retailers and rival stores. Prime Day may be Amazon's event, but plenty of competing retailers have launched sales of their own, and the best price isn't always found on Amazon itself.
If you're after something specific or need help deciding between deals, our experts will once again be hosting a Prime Day 2026 Live Q&A each lunchtime from 1-2pm (UK time).
And if stereo is more your thing, don't forget to visit our Prime Day 2026 hi-fi deals live hub, where we're tracking the best discounts on headphones, speakers and hi-fi separates.
Prime Day quick links
- Amazon: browse all of today's best deals
- Richer Sounds: massive cashback savings on Samsung and LG TVs
- Argos: big savings on TCL TVs at Argos
- Best Prime Day TV deals: LG, Samsung, Sony and more
- B&W speakers: save hundreds at Peter Tyson
- John Lewis: LG OLED discounts in the TV sale
- Sevenoaks: shop the latest AV and hi-fi deals
The very best deals right now
Meet the team
A word of advice
Prime Day 2026 technically starts at midnight (UK time) tonight. But there are already a lot of early deals appearing. Which is why, to help you avoid buying a lemon, we have a couple of bits of advice for shoppers.
Don’t limit yourself to Amazon
Prime Day is an Amazon event, one that requires a Prime subscription to be part of. But even if you have subscribed to Prime and can take advantage of the event’s discounts, we still recommend checking specialist retailers, as well as Amazon.
First, because specialist retailers usually run similar discounts, some offering even better prices than Amazon during Prime Day.
Second, because some of the higher-end products we recommend aren’t stocked on Amazon, or sell out incredibly fast during the event. In the UK, the five-star KEF XIO Dolby Atmos soundbar we recommend to buyers with deep pockets is a “prime” (see what we did there) example.
Go in prepared
Prime Day is a sales event, so it's designed to instil a sense of urgency and persuade you to buy things. That means it’s all too easy to get lost in the hype and buy a lot of things you don’t need if you don’t go in prepared.
That’s why we always recommend doing your research before the event and going in with a hit-list of things you want. That can be a shortlist of products to keep an eye on or a category in general, to make sure you’re spending your money only on the things you actually need/want.
Looking for an OLED TV?
If you’re looking for an OLED TV during Prime Day, then we have one piece of advice: make sure you check last year’s models as well as the newest ones.
Yes, the new models tend to offer performance benefits – clearly shown in our comparisons of the LG G6 with the older LG G5, and Samsung S99H with the Samsung S95F.
But those are new TVs, so they are much more expensive and tend not to get big discounts this early in their lifecycle. If you’re lucky, you may get a few hundred knocked off their price, but we tend to see big savings only later in the year, during Black Friday.
Meanwhile, last year’s sets usually get more significant discounts, sometimes to the tune of 50 per cent off their launch price. That means they can offer much better value.
This year, we recommend keeping an eye on the stellar Sony Bravia 8 II if you’re looking at grabbing a flagship TV, or the Award-winning LG C5 if you’re looking for a step-down set.
Some early bird specials
With all that out of the way, we have created an early list of all the top early Prime Day deals we’ve spotted – including ones from rival specialist retailers.
Two five-star flagship OLED TVs are already on sale – which should you get?
Prime Day hasn’t even officially started, but we’re already seeing plenty of deals appear, especially on TVs. Among the list of early savings, one in particular stands out: the first major discount we’ve spotted on the newly reviewed, five-star Samsung S99H.
The deal lets you grab the five-star, flagship OLED for £1899 at Richer Sounds, by using a TRADE250 promo code and then claiming £250 cashback from Samsung after purchase.
And that is a very good price for such a new flagship OLED.
But unless you insist on getting only the latest hardware, it’s not the OLED we currently recommend. For most people, the current Amazon deal on the Sony Bravia 8 II is the one to go for.
Though the Bravia 8 II isn’t as new, and the Samsung does offer performance benefits (we know that, as we ran the two head-to-head in our viewing rooms), it’s currently over £500 cheaper.
And considering how close the two are when it comes to performance, we don’t think the Samsung currently justifies the extra cost.
The best cheap TV just dropped in price
We always struggle to find good, cheap TVs to recommend. Which is why the TCL C6KS was such a pleasant surprise when we reviewed it last year.
Not only does it have much better specifications than most of the sets we test in the sub-£500 price bracket, but it also delivers the goods in the real world.
So much so that our reviewers gave it a What Hi-Fi? Award last year. And now, thanks to a deal on Argos, the C6KS is even better value.
The deal lets you grab the Award-winning 50-inch TCL C6KS for £343 (save 20 per cent) when you use the TCLTV20 discount code at checkout.
That’s the best price we’ve seen on an already stellar value Mini LED TV.
Three soundbars we’d recommend keeping an eye on
We’ve got less than half a day before Prime Day (week) starts in earnest, and if you’re keen to pick up a soundbar during the event, but aren’t sure which to get, then we have some good news. Specifically, our senior staff writer and surround sound expert, Lewis Empson, has penned a guide detailing three models he’d recommend keeping an eye on.
At the affordable end of the market, there’s the tiny, but surprisingly capable Creative Stage Pro soundbar. The tiny unit is designed for people short on space and cash, but comes with a subwoofer included. This, plus its solid handling of dialogue, makes it a great option for people using small TVs or looking for something that will fit in the bedroom.
Next up, if you’re short on money but want a Dolby Atmos soundbar, Lewis recommends keeping an eye on the Sony HT-S2000. This affordable unit offers punchy dynamics, impressive directionality and is one of the best performers you’ll find for less than £350.
Finally, if you want a multispeaker system, he’d recommend keeping a particularly close eye on the Award-winning Samsung HW-Q990F. Though it has since been superseded by the newer, five-star HW-Q990H, we’re expecting the system to be heavily discounted as retailers try to clear stock.
If you do pick one up, you will be treated to a system with a central soundbar, twin satellite rear channels and a subwoofer, which combine to offer a truly immersive surround sound experience.
Our TV and AV editor has his eye on a key OLED TV
Small, good OLED TVs are an increasingly rare sight. Many of the sets are limited to step-down ranges, and even then, not all of them extend to 42 inches. Which is why we’ve always been fond of LG’s smallest C-series option. They tend to offer the holistically best experience you’ll find on an OLED of their size. And that remains the case with the 42-inch LG C5, which we gave a five-star rating and an Award last year.
Highlights include flawless gaming specifications, an easy-to-set-up compact design and excellent picture quality. And right now, it’s heavily discounted, retailing for £649 at Richer Sounds. That’s a big discount on its normal £1400 price.
It’s also why, despite owning a Sony Bravia 8 II, our TV and AV editor, Tom Parsons, has his eye on the set, with his deals sense telling him it may go even further down in price, to the point he’d consider getting one for his gaming room (man cave).
The art of patience…
If you’re looking for a new OLED TV during Prime Day, then there’s a strong chance you’ve shortlisted the LG C5 as a potential option. Good on you if so. The 42-, 48- and 55-inch LG C5 all earned five-star ratings from our reviewers last year. On top of that, while we saw definite improvements on the new LG C6 when we ran the two head-to-head, the older model is still very competitive.
That’s especially true right now, when pretty much every size of the C5 is discounted at Richer Sounds. You can see a summary of the current deals below.
- Get the 42-inch LG C5 for £649 at Richer Sounds (save £750).
- Get the 48-inch LG C5 down to £759 at Richer Sounds (save £650)
- Get the 55-inch LG C5 down to £989 at Richer Sounds (save £910)
- Get the 65-inch LG C5 down to £1299 at Richer Sounds (save £1400)
- Get the 83-inch LG C5 down to £3052 at Richer Sounds (save £2480)
But if you asked us if you should pull the trigger and buy one now, we’d urge you to wait a little longer. Not because those are bad deals. It’s because the last year prices for the LG C4 sets plummeted to record lows during 2025’s Prime Day. We’re expecting the same trend to occur with the C5. So, while those are good prices, if you wait a bit longer, you may be treated to an even better LG C5 deal.
Only one hour to go!
We're less than an hour away from Prime Day 2026 starting in earnest. And while many of us won't be awake to hear the starting shot, the What Hi-Fi? team will be here, updating this hub with all the top home cinema deals we personally recommend. Ahead of that, here's a quick reminder of some of the top early Prime Day deals we've already spotted...
Prime Day kicks off with two stellar Sony TV deals
It’s finally here! Yes, Prime Day 2026 is officially in motion, with a steady set of deals set to appear until the clock strikes Midnight on Friday.
And as a kick-off treat, we’ve already seen one particularly impressive deal: a record low price for the five-star, 55-inch Sony Bravia 7, which you can currently buy on Amazon for £1099 (save £200).
That’s a decent discount on a TV our reviewers openly describe as a “marvel” by Mini LED standards.
But, before you go rushing to checkout, we have some even better news: the five-star Sony Bravia 8 OLED TV only costs £100 more on Amazon right now.
For us, while the Bravia 7 is an excellent option for anyone who doesn’t want an OLED, we’d personally buy the Bravia 8. Why? Because it’s pixel-level light control means it can offer one thing no backlit TV, including the Bravia 7, can: perfect blacks.
This, plus the Bravia 8’s wonderfully balanced, three-dimensional, and generally immersive picture, makes it the one to get right now, in our experts’ opinion.
A great OLED TV deal just got even greater
Morning all! Tom Parsons, TV & AV Editor, here.
Yesterday, I wrote about how I was considering buying the 42-inch LG C5, not because I really need it (if anyone can ever truly need an OLED TV), but because the deal was just too good to resist, and because I rather fancy a 42-inch OLED to use as a gaming and work monitor.
Well, that irresistible deal actually got even more irresistible (should that be 'less resistible'?) overnight, with the TV dropping from £649 to just £623 at Amazon. I think it's time to pull the trigger.
A five-star, 65-inch Mini LED TV for just £529
TCL has recently been smashing it when it comes to over-performing, under-priced TVs, and the Q6C is arguably the best example of that.
The 65-inch model launched for £999 but was available for £649 when we recently reviewed it. We described it as "ridiculously good value for money" at that price, and now it's available for even less: a pretty astonishing £529 at Amazon.
This is a 4K Mini LED TV with 242 local dimming zones, Quantum Dot colours, and two HDMI 2.1 sockets capable of handling 4K/144Hz (and 4K/120Hz) gaming. What's more, it delivers excellent picture quality for the money.
Whether you're after a big, affordable TV for movies, gaming, or the World Cup, there's currently nothing better out there.
The question of old vs new (the answer is 'old')
What Hi-Fi? Editor-in-Chief Alastair Stevenson was this morning eyeing up deals on the new (and awesome) Samsung S99H OLED and the (also awesome) Q990H Dolby Atmos soundbar system.
The 55-inch S99H has just received its first major discount, and is down to £2149 at Richer Sounds (plus £250 available as cashback), and the HW-Q990H is currently available for £1099 at B&Q (yes, that B&Q).
That makes the total system price £3248 (plus £250 in cashback), which, for brand-new kit, is very good value.
But what if I told you I can build you a system that offers 90 per cent of the performance for less than 60 per cent of the price?
Instead of the 55-inch S99H, you can pick up last year's S95F for just £1238 at Richer Sounds.
And when you buy the S95F, you can also claim a big discount on the HW-Q990F, taking it down to just £599 at Richer Sounds.
Simply add both items to your basket and, on the basket page, input these two promo codes – SAMS10PERCENT and 599Q990F – and watch the price magically drop to just £1836.50 for both items.
Sure, the S99H and HW-Q990H are great, but these predecessor models offer most of the performance for vastly less money. I know which pairing I would buy.
An even cheaper 65-inch TV
If the 65-inch TCL Q6C deal I flagged earlier (£529 at Amazon) is out of your price range, it's well worth considering the 65-inch Samsung U8000F, which is now down to a record-low £379 at Amazon.
No, it isn't in quite the same league as the TCL model – this is a standard LCD TV without Mini LEDs or local dimming, for instance – but it does offer a satisfying, dependable picture performance for its very low price.
Going super-big has never been more tempting
I currently own a 65-inch Sony Bravia 8 II, and I absolutely love it. One thing that could tempt me into replacing it, though, is a much larger TV – which is why this OLED deal has caught my eye.
Right now, you can pick up the 83-inch LG C5 for £2735 at Amazon.
That's still a heck of a lot of money for a TV, I know, but bear in mind that this is a TV that launched for £5999, so this is a better-than-half-price deal.
Yesterday's price was £3052, as well, so this is a new, genuine Amazon Prime Day discount of over £300.
The C5 isn't as outright good as my Bravia 8 II, with it being a step-down OLED rather than a flagship model, but it is still a great TV in its own right, and a size increase of 18 inches is massive.
I'm certainly very tempted...
A full Dolby Atmos system in a box for just £199
I know we flagged this deal yesterday, but I just want to draw your attention to it again, because it really is a doozy.
The Hisense AX5125H is a full Dolby Atmos system in a box, and it's down to just £199 at Richer Sounds.
The system consists of a soundbar, two dinky surround speakers, and a subwoofer. I did our review of the system, and I don't mind admitting that my expectations going in were pretty low, given the price (it was £249 at the time).
What I found, though, was a really immersive Dolby Atmos presentation with lots of chunky weight, impressively accurate placement of effects, plenty of punch and good detail.
To be able to fill your room with satisfying home cinema sound for this price is pretty nuts. I don't think there's a bigger AV bargain available.
A bonkers deal on a super-stylish projector...
Xgimi's range of lifestyle projectors has, for the most part, really impressed us over the last couple of years. The Horizon Ultra is among that list, and there's a Prime Day discount on right now that's simply too good to miss.
This stylish, compact, do-it-all projector packs in picture, sound, and streaming capabilities into a snazzy, leather-bound cube – making it an ideal streamlined solution for those who also want to enjoy films on a bigger screen.
With the ability to beam a 4K HDR image onto your wall (or preferably a screen) at up to 200 inches, it dwarfs the biggest TVs we've seen, and the Harman Kardon sound system is also rather effective.
We reviewed it at £1749 towards the end of 2023, but Amazon currently has it down to just £759; that's nearly £1000 off the original price.
At this price, it offers huge value for money, and it's an ideal option for those dabbling in home cinema for the first time.
Read our full Xgimi Horizon Ultra review
My favourite-ever AVR is £500 off (but is still super-expensive)
I love traditional home cinema, and I love big, chunky AV receivers – and my favourite of those is the Marantz Cinema 30.
If you're the sort of person who appreciates amplifier aesthetics, the Cinema 30 is gorgeously styled. It's also super-slick to set up and operate – something that's rare with AVRs.
Most importantly, though, the Cinema 30 sounds lovely. As we said in our review:
"It has the promised richness, smoothness and control, but it also delivers all of the scale and punch that one could hope for – and it’s talented with music, too."
Unlike many super-premium AVRs, which are often surprisingly limited in terms of amplification channels, the Cinema 30 has 11 channels of amplification – plus four subwoofer outputs – so it's ready to power 7.4.4-channel speaker systems right out of the box, no separate power amps required.
If I had the space and the money, I wouldn't hesitate to snap this up while it's available for £3499 at Richer Sounds.
This stunning KEF surround sound system is almost £600 off
What's an Award-winning AVR without a stellar surround sound package?
That's where the KEF Q Concerto Meta 5.1 Speaker System comes in; this surround sound package stunned us towards the end of last year, leading to a five-star review and a spot on our coveted Awards list.
Headlined by the handsome Q Concerto Meta speakers, the system also calls in the Q1 Meta surround speakers, Q6 centre channel, and Kube 12 MIE powered subwoofer to complete the package.
As a team, this speaker system is the perfect reminder as to why we love proper surround sound. We raved about its warm, rich and textured sound, which is supported by punchy, controlled bass and a sense of cohesion that truly immersed us during our testing.
When we reviewed the system, KEF only offered the components separately, at a combined price of £3146. However, Richer Sounds is offering all of the speakers together as a bundle for just £2549; that's a tasty saving of £597.
Where are the 4K Blu-ray player deals?
There's one obvious omission in the realm of home cinema deals this Prime Day.
While we're seeing plenty of discounts on OLED TVs, soundbars, AVRs, speaker packages and projectors, 4K Blu-ray players have been shut out of any major discounts.
Could this be another nail in the coffin of physical media? It's hard to say, especially as we're seeing some decent discounts on 4K Blu-ray discs.
HMV is running a tempting 3 for £50 offer, which includes a handful of test room classics, such as Blade Runner 2049, Oppenheimer, The Batman and Interstellar, as well as newer titles such as Weapons, Sinners and F1 the Movie.
If you are set on buying a new 4K disc player, then we'd recommend the most affordable option on our best 4K Blu-ray player list. The Panasonic DP-UB150EB is currently available on Amazon for just £159.
It's a Prime Day portable projector party
It's perhaps not a coincidence that Prime Day has been moved forward to coincide with the World Cup, and Amazon has been shrewd enough to drop the price of several outdoor projectors – including our favourite, the Anker Nebula Mars 3 Air.
However, if your budget falls below – or above – the highly convenient Anker Nebula Mars 3 Air, Amazon has you covered. We've already mentioned the Xgimi Vibe One, which was already a staggeringly great value projector at its launch price.
Finally if you're looking for a more powerful 4K projector but still want portability, the Nebula X1 is a good compromise. It requires mains power but is just about portable enough to take outside for the footy.
A new low for this innovative soundbar system
We gave four stars to the JBL Bar 1000 MK2, but it has a nifty feature that could make it the perfect soundbar for some.
The 1000 MK2 comes with a main soundbar, a subwoofer and two detachable wireless surrounds, meaning that they can be magnetically attached to the main soundbar or used as separate rear surrounds.
But the real party trick is that the surrounds can be taken into another room while still playing, transforming into a wireless speaker and letting you choose either a stereo or mono mix. It's ideal for, say, popping to the kitchen during a World Cup match and still being able to hear what is happening.
Chuck in Dolby Atmos support and an exciting, detailed sound, and this makes for a capable and flexible home cinema soundbar system. We only reviewed the 1000MK2 in March, and it's already £281 off at Amazon.
The Amazon Fire TV Fire Sale Returns
As Prime Day veterans will know by now, some of the biggest discounts are on Amazon's own devices. We were recently impressed by the Amazon Ember QLED, which dropped a staggering 43 per cent in an early Prime Day deal which is still available now.
The Ember QLED has also now been joined by the various Fire TV Sticks, which have had their now-customary giant discounts. We recommend the Amazon Fire TV Stick 4K Max (2nd Gen) in particular, which is now only £40 at Amazon.
Yes it has wires... but this Dolby Atmos soundbar system earned five stars
Shock horror! A wired soundbar system in 2026. Well, partly wired – the Sony Bravia Theatre System 6 features a soundbar wired to the subwoofer, which houses all the amplification and connectivity. The sub then wirelessly transmits the sound to a receiver at the back of the room, which is wired to the two surround speakers.
While this may seem a tad old-fashioned, we can assure you the performance is anything but. The surround sound and Atmos are impressively immersive and cohesive, backed up by a superbly punchy bass.
We've seen it cheaper at £419, so keep your eyes out for further drops over the next few days, but the current price of £436 at Amazon is not too shabby for one of the best soundbars at this price level.
Our favourite mid-range AV receiver is nearly half price
We were big fans of the Arcam AVR5 when we had it in for testing, so much so that it earned our spot on our best AV receivers list as our mid-range pick.
That was despite the AVR5 technically being an entry-level model – the sound is just that good.
There are certainly AV receivers that cram in more features – the AVR5 does lack HDMI 2.1 support and a built-in calibration system – but the AVR5 makes no compromises when it comes to sound. This results in sparkling clarity and an agility that outperforms AVRs well above its price bracket.
And now that price bracket is even lower, with £901 off at Richer Sounds. You'll have to be a Richer Sounds VIP member, but it's completely free to sign up.
