Amazon has waited until the second day of its two day Prime summer sale to launch a major discount on its new 43-inch 4K UHD Fire TV set.
The retail giant launched the new smart TVs in the UK earlier this year and a 43-inch version of the 4 Series model usually costs £429.99.
However, Amazon has cut the Fire TV's price by an astonishing £310 and is selling it for just £119.99 for a short time only.
The TV is the middle of the range of the brand's new smart TVs. It comes with 4K Ultra HD, HDR 10, HLG and Dolby Digital Plus.
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