Sony 77 OLED 4K Ultra HD TV drops to $1798 this Prime Day

Save $701.99 in the Prime Day sale.

Amazon Prime Day 2026 is live, and one of the bigger cuts so far lands on Sony's 77-inch OLED. The Sony 77 OLED 4K Ultra HD TV drops to $1798 - save $701.99. That is a 28 percent discount and the lowest price this set has ever hit.

THE DEAL

Sony 77 OLED 4K Ultra HD TV

$1798 (was $2499.99) - Save $701.99 (28% off)

WhereAmazon

ExpiresNo end date listed

Get This Price

This is an all-time low for the K-77XR8B. Over the past 30 days the average price sat at $2239, and the 90-day average was $2164. At $1798, you are saving roughly $440 versus what it typically ran in recent months, a genuine Prime Day cut, not a inflated discount.

What You're Getting

A 77-inch OLED panel with over 8 million self-lit pixels that deliver true black levels and high brightness. Sony's XR Processor handles real-time scene enhancement for color, contrast, and clarity.

Google TV puts Netflix, Prime Video, Disney+, YouTube, Apple TV, and Crunchyroll on the home screen. Apple AirPlay 2 and Google Cast make wireless streaming frictionless.

Studio-calibrated picture modes for Netflix and Prime Video match the creator's intent. PlayStation 5 owners get exclusive features tuned for the console.

Who This Is For

Best for: anyone building a dedicated home theater around a 77-inch OLED who wants Sony's processing and PS5 integration. Also a strong pick if you stream across multiple services and want Google TV's unified interface.

Skip this if 77 inches overpowers your room or if you are holding out for a 2027 model refresh later this year.

The Caveat

This is last year's BRAVIA XR8B series, not the newest BRAVIA 8 or A95L. The XR Processor is still excellent, but buyers chasing the absolute peak brightness of QD-OLED panels may want to wait for a deal on the higher-tier models.

Final Verdict

At $1798. This is the lowest price on record for a 77-inch Sony OLED. If you want a large-screen OLED this Prime Day and Sony's processing matters to you. This is the price to move on.