Products featured in this Yahoo article are selected by our shopping writers. We will earn a commission from purchases made via links in this article. Pricing and availability are subject to change.

Prime Day deal: 50 inch smart TV slashed to under £300

Prime Day TV deal
The Prime Day TV deal you won't want to miss. (Amazon / Yahoo UK)

With Dolby Vision HDR and Google Assistant built-in, this 4K Toshiba 50-inch smart TV ticks all the right boxes.

And, with the price being a bit of a steal at £278, down from £399 in Amazon's Prime Day sale, we predict this is going to be a popular TV upgrade choice this month. The same TV is still £329 at John Lewis.

Why we love it

Once one of the nation’s biggest TV brands, Toshiba is bouncing back with a range of highly specified, remarkably affordable smart 4K TV – like this fancy flatscreen. Even if you weren’t planning to upgrade, this model might well change your mind.

Built around Toshiba’s TRU picture engine and using Dolby technologies, this 50-incher is just the right side of huge to make the most of movies and sport.

It looks stylish too, with a fashionable black bezel that will match any decor. The picture may be big, but the TV doesn’t actually take up too much floor space. It’s ideal for enjoying big-screen moments with the whole family.

Offering 4K resolution you can rely on images being pin-sharp, but it's the provision of Dolby Vision HDR that's the real icing on the picture quality cake here.

Shop now: Toshiba UF3D 50 Inch Smart Fire TV | £278 (Was £399) from Amazon

£278 £399 at Amazon £329 at John Lewis

You’ll find Dolby Vision on Netflix’s biggest shows, including The Queen’s Gambit and Bridgerton. This TV will automatically offer a perfectly balanced image with realistic depth, colour and contrast.

If you don’t have access to much 4K sources like Netflix, don’t worry. This Toshiba also upscales older HD shows for maximum clarity.

The stereo speaker system comes from Hi-Fi brand Onkyo, so indistinct dialogue should be a thing of the past.

All the bells and whistles

Wi-Fi equipped, the TV comes with Freeview Play, which means all your favourite TV channel players (including BBC iPlayer, ITV Hub, All4, My5) are on board, no subscription fees required.

The Android TV smart platform also has YouTube and key streaming services, including Netflix and Prime Video.

The great thing about connected TVs is that they quickly become less of a gogglebox, and more of a complete home hub.

Here, Google Assistant is built in, so it doesn’t matter too much if you misplace the remote control, and the set supports Chromecasting from compatible Android smartphones, making it a doddle to send photos and videos, from your mobile to the big screen.

We reckon, this 50-inch model is a bit of a steal.

What the reviews say

Amazon shoppers agree it's a great affordable option, with 66% of customers rating it five stars.

Many say it's very "easy to set up" and use, which is always a bonus. Plus, many say it's great value and a "fantastic package" of 4K UHD, Dolby Vision, Dolby Atmos and Fire TV at a very reasonable price.

If you're into gaming, many shoppers also noted it's vibrant colours and powerful sounds system are great for playing your favourite game.

Other great Amazon Prime Day TV deals

Samsung 50 Inch CU7100 UHD HDR Smart TV
| £384.93 (Was £549)

LG 43UP75006LF 43 inch 4K UHD HDR Smart LED TV | £329 (Was £499.99)

Amazon Fire TV 32-inch 2-Series 720p HD smart TV | £149.99 (Was £249.99)

TCL 32S5209K TV- 32-Inch TV | £132 (Was £159)

Samsung 65 Inch QN90B Neo QLED 4K Smart TV | £1,049 (Was £2,399)