Amazon launch surprise sale with big discount on new smart TV

One not to miss out on

The Amazon Fire TVs are the brand’s attempt to take on Sky Glass and other premium TV makers and usually older generations are discounted during Black Friday and Prime Day sales.

However, Amazon has cut the price of a latest generation model in a surprise move and the discount is impressive. The Amazon Fire TV 43" 4-Series 4K UHD smart TV was only released in 2024 and it is unusual for Amazon to cut the price of more recent models so soon after launch.

The 43-inch Fire TV is now £249.99 on the Amazon website, down from £429.99, in a surprise sale for Amazon. That’s a saving of 42% on the original price and it is the cheapest the TV has ever been listed for on Amazon.

The TV is not the only big sale to appear on the Amazon site. The smaller 32-inch version has been reduced to £169.99 in the sale, making it one of the cheapest fourth generation Fire TVs ever sold.

It comes as Amazon devices are set to get a major upgrade in 2025 with the introduction of a new, faster and smarter Alexa AI embedded in all Amazon Fire Sticks, Fire TVs and other devices. 

Called Alexa+, Amazon says it can recognise regional accents better than current devices and comes with a host of other upgrades.

It says: “Alexa+ can manage and protect your home, make reservations, and help you track, discover, and enjoy new artists. She can also help you search, find or buy virtually any item online, and make useful suggestions based on your interests. Alexa+ does all this and more—all you have to do is ask.

Alexa+ will also be able to search the internet for you and find information quickly and easily. 

Amazon says Alexa+ will cost £19.99 but will be free for Prime members. It will be rolled out in the US first on Echo Show 8, 10, 15, and 21 devices. You can see the Echo Show devices here.