Best Amazon Prime Day TV deals LIVE – TVs at lower prices all week

Okay, so it's not strictly an Amazon deal, as this 55-inch model is not available from the retailer. Currys offers this deal, or check out Argos for the very same – if preferred.

The shown price drops 10% when you enter the checkout code 'TV10' ('TCLTV10' on Argos) – so ensure you enter that for the lowest possible price.

But why might you want the C7K? In our review we praised this set for "brilliant 4K HDR performance," and its "better-than-average sound system," meaning it delivers the full package.

Importantly, however, it "undercuts its mainstream rivals on price" – and with this added discount it's better value than ever before. What's not to like?

When we reviewed Xiaomi's TV earlier this year, the question was whether it served as "the big screen budget TV of choice?".

Well, now it's even cheaper, so ought to be an even more attractive option – although that price drop hasn't happened overnight, it's been dropping slowly over time.

That said, Xiaomi's TV has never been cheaper, with this rock bottom price representing great value for a 50-inch size. There's 55-inch and 65-inch options also on offer.

So what do you get? This 4K set is well specified, can deliver high dynamic range pictures (HDR – but no Dolby Vision here). What don't you get? Image quality and brightness that a little more spend would provide you – in something like the TCL C7K.

This one's a bit of a hidden gem, as the price shown on page is reduced further at checkout – the additional 10% taking it below a grand.

Better still, however, if you want installation then that's free of charge – and Amazon will even haul away your own TV at no extra cost.

Wall-mounting is also available for free – you just need to supply the necessary bracket, as it's not included as part of the deal.

Beyond all that good stuff, however, the LG C5 is last year's "best OLED TV for most people" by our assessment.

It delivers gorgeous cinematic picture quality, with the OLED panel meaning perfect contrast – no backlight irregularities.

It's kitted out for movies, TV or gaming, too, thanks to four HDMI 2.1 ports – ensuring it's future-proofed to deliver 120Hz refresh rate from multiple sources.

If, however, you've been waiting for a screen that's fully anti-reflective and can display artworks on its matte panel as if they're canvas prints on your wall, then Amazon's Artline TV – which does precisely this – has suddenly dropped in price too.

It won't suit everyone on account of its more limited overall brightness, as we highlighted in our review, but this slashed price does give it weight against, say, Samsung's top-tier S95F set, or a competitor from TCL or Hisense.

While my Amazon no.1 recommendation is great, if you've got less cash to work with then how about this 43-inch model from further down the brand's range?

It still delivers 4K resolution and HDR10+ high dynamic range compatibility (but no Dolby Vision), so your movies and shows will look great.

Next-gen gamers wanting the upper echelons of refresh rates won't find the 60Hz panel quite up to scratch for their needs, though.

The LED backlight technology at work here isn't going to rival OLED for precision accuracy or black levels, but that's the trade off in price – and, at this kind of money, it's a huge deal that'll still please most people.