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This could be the best Prime Day TV deal we’ve EVER seen!

Amazon is selling its 43in Fire TV 4-Series TV for an utterly insane £120 but you'll need to act fast as this deal is unlikely to last long

There have been some great Amazon Prime Day TV deals available over the past 24 hours, but this offer on the Amazon Fire TV 4-Series takes the biscuit.

In fact, it may be the best Prime Day deal across any product category this year, with the online retail giant selling the 43in model for just £120. Yes, you read that right, £120 for a 4K HDR TV that runs the Fire TV operating system.

View deal at Amazon

That’s a frankly ridiculous price for a television that launched in the UK with an RRP of £430 a matter of months ago. Those who preordered ahead of the launch were able to pick up the 43in 4-Series for £269 – a decent price in its own right – but this once-in-a-lifetime Prime Day offer blows that out of the water.

Given the size of the discount, we’d be very surprised to see this deal around for long, so you’ll want to act fast to avoid missing out. To do so, you’ll need to be an Amazon Prime member; if you’re not already signed up, you can take advantage of a 30-day free trial.

So, what exactly does that £120 get you? Well for starters, a 4K TV that supports the HDR10 and HLG HDR formats, which in itself could prove enough for those looking to pick up a reasonably sized Ultra HD telly on the cheap.

On top of that, you’re getting all the functionality that comes with Fire TV OS. This means access to a huge range of streaming services, including Prime Video, Netflix, YouTube, Disney Plus, Apple TV, Now and Rakuten, along with the full complement of UK catch-up apps. Navigating the interface may be a little sluggish if the 4-Series’ more expensive stablemate the Fire TV Omni QLED is anything to go by, but most people will be able to live with that given how little the 43in Fire TV 4-Series costs.

The other big draw is Amazon Alexa. This isn’t built into the TV itself, but instead comes courtesy of the Fire TV Alexa Voice Remote. By simply pressing the appropriate button on the remote, you can ask Alexa to find your favourite apps and programmes and also take advantage of more general voice commands such as checking the weather forecast or catching up on sports results.

View deal at Amazon

Connection-wise, you’ve got a trio of HDMI 2.0 ports, an HDMI 2.1 port that supports eARC and Auto Low Latency Mode, a pair of USB-A ports, an ethernet port, optical input and a cable/antenna socket. That’s an ample selection for most people, though next-gen gamers will need to temper their expectations, as the direct-lit LCD panel’s refresh rate is capped at 60Hz meaning gaming in 4K resolution at 120Hz is off the menu. That’s a limitation shared by many TVs costing significantly more than the Amazon 4-Series, however, and one that’s easy to overlook when you’re paying just £120.

You’ll find TVs offering better picture quality, more impressive processing, and additional bells and whistles on our TV deals hub, but none as aggressively priced as the Amazon Fire TV 4-Series. We’re not exaggerating when we say that this is a Prime Day TV deal not to be missed – offers like this simply don’t come around very often.

If you like the look of the 4-Series but require a larger TV, Amazon has also slashed the prices of the 50in and 55in models. The former costs a mere £300 (down from £500), while the latter is currently available for £350, £200 below its RRP. The more advanced Omni QLED, which uses a Mini LED backlight with local dimming on three of its four screen sizes, is also on offer and you can read all about that deal here.

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