Samsung's The Frame TV is seeing its steepest discount yet during Prime Day, with the 2025 65-inch model priced at $898—a 40% cut from its usual $1,498. The deal matches similar offers at Best Buy and B&H Photo, where the same set is listed at $900 and $898 respectively. This aggressive pricing is typical for TVs a year or two after launch, as manufacturers clear inventory for newer models.
The Frame's appeal lies in its matte, antireflective screen that makes art and photos look like real paintings, a feature that helped Samsung define the art TV niche. However, the business model extends beyond hardware: the TV includes only 30 free art images, while access to the full catalog of over 5,000 works—including pieces from major museums—requires a $5 monthly subscription. That recurring revenue stream is a key part of Samsung's strategy, even as competitors like Amazon, TCL, and Hisense have entered the category with cheaper alternatives.
For buyers, the deal offers a capable TV for bright rooms, though its contrast and local dimming are weaker than some rivals. The 2026 Frame Pro is also on sale, but at a less compelling price, making the older model the better value for most consumers. As Prime Day drives price competition, this discount underscores how quickly premium TV pricing erodes in a crowded market.