Best OLED TV deal: 77-inch Samsung S90F under $2,000, matching its record low

SAVE UP TO $1,500: As of Jan. 13, multiple sizes of the 2025 Samsung S90F OLED 4K TV are at record-low Black Friday pricing at Amazon. Get the 48-inch for $997.99, the 55-inch for the $1,197.99, or the 77-inch for $1,997.99.

Now that all of the CES TV announcements are said and done, it seems that the beloved Samsung S90F OLED series isn’t getting a direct successor in 2026. And that’s a sign to scoop it up while it’s quietly still at Black Friday pricing at Amazon.

The most convincing intel here is that these S90F TVs are actually more on sale than Amazon is even letting on. For instance, Amazon says the 77-inch S90F was originally $2,497.99 — that TV originally debuted at $3,499.99 when it first hit shelves after CES last year. (Samsung’s website still has $3,499.99 as the MSRP, too.) So technically, you’re saving $1,500 (not far off from 50%) on the 77-inch S90F.

If $3,499.99 for a 77-inch TV, $1,800 for a 55-inch TV, or $1,500 for a 48-inch TV all sound way too steep for you, there’s no reason to wait for the new Samsung OLEDs to come out in the spring. Those numbers, the original prices for the mid-range S90F from last year, are Samsung’s idea of “mid-range,” so we expect the new S90H mid range OLED to cost a similar amount. And look at it this way: You’re getting the massive 77-inch version of one of the internet’s favorite OLED TVs for nearly the same price that people paid for the 55-inch version last year.

Even with new OLED models coming out, the Samsung S90F will still be one of the best OLED TVs you can buy on a budget. Most professional reviewers who have tested both agree that the S90F actually gets brighter than the LG C5. Its 144 Hz refresh rate on all four HDMI ports offers pretty phenomenal gaming performance, and its dark scene and shadow handling isn’t too far off from its pricier sibling, the S95F.