Amazon’s Prime Day has crept forward a month this year, with deals officially kicking off on 23rd June. That timing is no accident: the FIFA World Cup is looming, and retailers know exactly what a tournament does to demand for big, bright panels. So the question every football fan is asking is simple — buy now, or wait?
The case for buying right now
Honestly, the past month has been one of the best windows of the year to grab a new set. Retailers have been riding the World Cup wave, and the discounts are already eye-catching:
- The multi-Award-winning LG C5 has dropped to half price.
- The LG C6 — crowned the site’s favourite TV of 2026 — has shed £400.
- Last year’s Product of the Year, the Sony Bravia 8 II, is down by a hefty £800.
Amazon has also started rolling out early Prime Day pricing. The 65-inch Amazon Ember QLED, originally reviewed at £1050, is now £600 for Prime members — a genuinely punchy cut. Across the board, last year’s Award-winners, fresh 2026 OLEDs and value picks from the likes of TCL have all hit record lows.
There’s also a practical wrinkle: delivery and setup take time. Factor that in and your shiny new screen may not be match-ready until a few days after Prime Day. If you want to catch as much of the tournament as possible on a new panel, ordering now is a perfectly sensible move.
The case for waiting until Prime Day
That said, the smart money still leans toward holding out until next week. New price drops may be small — and possibly rare outside Amazon’s own TV range — but if you want the absolute best deal, it pays to see how the week unfolds. There are few worse feelings than buying a TV only to spot it £200 cheaper seven days later.
It’s worth remembering that a TV is for life, not just for the World Cup. A little patience could mean a better set lands within your budget — one that serves you for years rather than a single tournament. And Amazon won’t be the only player: rivals such as Richer Sounds and Currys are likely to run competing sales, raising the odds of further discounts.
Today’s standout prices
- LG OLED evo AI C5 55-inch (2025): £1,899.99 → £1,099.98
- LG OLED evo AI C6 65-inch (2026): £2,599
- Sony Bravia 8 II 55-inch QD-OLED: £2,499 → £1,799
Our advice? Do your homework now. Shortlist the models you fancy, track their prices in the run-up, and you’ll know instantly whether a Prime Day offer is worth pouncing on. Whenever you pull the trigger — happy shopping, and enjoy the football.
