It's the second day of the annual Amazon Prime Day summer sale, and the online retailer has well and truly kicked things off with a bang this morning - with an insane discount on a brand-new Fire TV setup. The Jeff Bezos-founded marketplace launched its new 4K UHD Fire TV range earlier this year, with the 43-inch model usually setting buyers back £429.99.
However, the retailer has smashed the price of the TV at 7.30am today by a mega £310 in a lightning deal, reducing it to just £119.99 while stocks last. The TV is the middle of the range of the new smart TV selection - and comes with 4K Ultra HD, HDR 10, HLG and Dolby Digital Plus.
It's also fitted with Alexa Voice Control, which allows you to speak to find your favourite apps, movies, shows and much, much more. The TV also offers access to the likes of Netflix, Prime Video, Paramount+ and others..
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Unlike the range-topping Omni Series of Fire TVs, the 43-incher does not offer hands free use of Alexa, nor does it offer video calling - but as a price of just £119.99, you could be forgiven for skimping on these features. The lightning deal makes it the cheapest Fire TV on the range, bettering the entry-level 2 Series models, and is sure to kick off sales in other departments from competitors.
It follows another TV set price cut coming yesterday in the form of the 40-inch 2 Series, which was slashed to £199.99 - but this newer and more tech-packed model has well and truly blown that out of the water.
Many of Amazon's Prime Day deals, including those on the Fire TV, Echo Dot and Echo Pop, are available exclusively to shoppers with a Prime membership. A subscription usually costs £8.99 a month, but there are free trials available for new customers to gain access to the best Prime Day deals.
A Prime subscription also includes free premium and same-day delivery on orders, as well as access to Prime Video, Amazon Music, and Prime Reading. As an extra perk, Amazon is also making Kindle Unlimited available free for three months for new Prime Members who sign up for the service, meaning subscribers will be able to access millions of books, thousands of audiobooks and magazines at no extra cost.
A Kindle Unlimited subscription would normally set you back £9.49 a month at full price. You can sign up for an Amazon Prime subscription here.
