Forget the LG C2, I'm buying this stunning Sony 4K Ultra HD TV for Prime Day

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Grab yourself a last-minute TV bargain on Prime Day

Sony XR X90K 4K TV on an orange background
The Sony XR X90K 4K TV is available for a cut-price deal right now. (Image credit: Future)

There are lots of brilliant Amazon Prime Day deals to look at before the big sales event ends, including some incredible TVs - but I've found one that'll bring your lengthy search to a premature end.

That's if you act quickly enough, anyway. Right now, you can buy the 55" version of the Sony X90K 4K TV for just $898 at Amazon (you can save up to 21% on the 65" and 75" models, too). Okay, it's a bit on the pricey side. But, you'll soon agree with me that it's a terrific Amazon Prime Day deal when you consider all the positives – beginning with the fact that you'll save a tidy 31% if you grab one today (July 12).

Even better, it's almost $200 cheaper than a similarly great TV model. That's the LG C2, which will set you back nearly $1,100 if you opt for that television set. Why would you, though, when one of the best 4K TVs comes equipped with all of the top-tier specs that its LG counterpart does for less money? My point exactly.

But be quick! There are only 19 left in stock. Once they're gone, then, they're really gone.

Not in the US? Scroll down to see the best Sony X90K 4K TV deals in your region.

Sony X90K 55-inch 4K TV:$1,299now $898 at Amazon

Sony X90K 55-inch 4K TV: was $1,299 now $898 at Amazon
Sony’s X90K is a great all-around TV for movies and gaming, and the 55-inch version is now selling at Amazon for an all-time low of $898 – a 31% price cut. In our 65-inch X90K review, we appreciated the deep blacks delivered by its local dimming backlight while acknowledging that it wasn’t as bright as some of the competition. However, its gaming features are solid, with a 120Hz display and a 'Perfect for PlayStation 5' mode that automatically optimizes pictures when a PS5 is connected. 

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It's not just the price cut that makes the Sony X90K worth investing in. It's a TV that delivers eye-popping colors in stunning 4K resolution, which are enhanced by its in-built XR Triluminous Pro technology. Its full array LED contrast also comes with a supportive feature called Intelligent TV Processing, which supposedly alters the screen's brightness and colors based on your vision, too.

The Sony X90K is also a terrific TV to use for those gaming marathons. Given it's made by the same company that makes the PlayStation 5 (PS5), the X90K comes packaged with a 'Perfect for PS5' mode. That reduces your lag input significantly and features exclusive specs that help the picture crisper and smoother than it would be on alternative models.

In our Sony XR X90K review, we called it an "affordable 4K TV that's perfect for PS5" and a TV that "delivers impressive performance for the price". At its Prime Day price, it's even more of a bargain. So, follow me, dear reader, in making a Prime Day 2023 TV purchase that'll leave you purring. Trust me, you won't regret it.

As I mentioned in my intro, there are still plenty of other TV deals to peruse before Prime Day draws to a close at 11:59pm PDT. Read our Amazon Prime Day TV deals and Prime Day OLED TV deals for even more great offers. Alternatively, check out our guide on all of the Prime Day Fire TV Stick deals for all your streaming needs.

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Tom Power
Senior Entertainment Reporter

As TechRadar's senior entertainment reporter, Tom covers all of the latest movies, TV shows, and streaming service news that you need to know about. You'll regularly find him writing about the Marvel Cinematic Universe, Star Wars, Netflix, Prime Video, Disney Plus, and many other topics of interest.

An NCTJ-accredited journalist, Tom also writes reviews, analytical articles, opinion pieces, and interview-led features on the biggest franchises, actors, directors and other industry leaders. You may see his quotes pop up in the odd official Marvel Studios video, too, such as this Moon Knight TV spot.

Away from work, Tom can be found checking out the latest video games, immersing himself in his favorite sporting pastime of football, reading the many unread books on his shelf, staying fit at the gym, and petting every dog he comes across. Got a scoop, interesting story, or an intriguing angle on the latest news in entertainment? Feel free to drop him a line.