Sony Cuts 65-Inch Bravia 8 II OLED by $600 in Anti-Prime Day Sale

Q: With TCL taking over Sony's TV business, is this discounted premium OLED the last of its kind from the Bravia brand?

Probably not the absolute last Bravia OLED, but very possibly among the last flagship Sony-style premium OLEDs as we know them. The discount on the Bravia 8 II comes at a moment of real transition. Sony has announced no new OLEDs in its 2026 TV lineup, and the Bravia 8 II is already a two-year-old model being cleared at unusually deep discounts. At the same time, Sony is moving its home entertainment business into Bravia, Inc., a new company in which TCL will hold 51% and Sony 49%, with completion targeted for April 2027. That matters because TCL’s strength is in Mini LED and LCD manufacturing, not OLED TV production. Sony has also been pushing its new “True RGB” LCD technology as a premium alternative that could reduce reliance on costly OLED panels sourced from LG Display and Samsung Display. That makes a long-term shift away from flagship OLEDs plausible. Still, it is too early to call the Bravia 8 II the final Bravia OLED. Sony is expected to retain operational control over design and engineering in the joint venture, and there are credible reports of a possible lower-cost Bravia 6 OLED line in development. Existing OLED models are also expected to remain on sale into 2026. So the safer reading is this: the Bravia brand is not ending, OLED under Bravia may not disappear entirely, but the Bravia 8 II could be one of the last high-end Sony-led OLED flagships before the brand’s premium strategy shifts more heavily toward TCL-backed Mini LED and advanced LCD.

3 articles · Updated · ZDNet · Jun 24

$600 off drops Sony's 65-inch Bravia 8 II OLED when bought directly from Sony, one of the few notable Sony TV discounts during Amazon's Prime Day period.
The smaller 55-inch model is also discounted by $300, but both versions still cost more than $2,200, keeping the Bravia 8 II in the premium TV tier.
Sony pitches the set on picture tuning, Acoustic Surface Audio+ and Dolby Atmos, with the screen itself acting as a speaker for tighter audio-video sync.
Gaming and streaming features include VRR, automatic mode switching for PlayStation 5 and apps, Google TV, and built-in Google Assistant and Alexa support.