What is it?

With new fall series, NFL football and a slew of multiplex blockbusters finally making their way to the small screen in the coming months, maybe it's time to treat yourself to a new set, one that'll make your long-time cord-cutting dream a reality. On second thought, change that "maybe" to "definitely," because Amazon has just marked down the top-rated Insignia 43-inch 4K UHD Smart Fire TV to $200, from $270. But you'll need to act fast if you want to steer comfortably clear of all that sunshine — this set may well sell out.

INSIGNIA

Insignia 43-inch 4K UHD Smart Fire TV

$200$270Save $70

This ultra-high-def television has four times the resolution of a mere HD model, which means an amazing, crisp picture. Plus, you can operate it with just your voice, thanks to Alexa and the included voice remote.

$200 at Amazon

Why is this a good deal?

How much money can you save? Let us count the ways. This size TV is a perfect midrange choice for most people, and you're saving enough that you can pick up a few great Blu-Rays to bring home and watch.

Why do I need this?

Even though the price is low, the wow factor is high. The Insignia has a picture as crisp, and colors as vivid, as models well above its price point. The audio, too, is top-notch.

As a Fire TV Edition, this model lets you stream 4K movies and TV shows from Netflix, Hulu, Max, YouTube, Disney+, Prime Video, SlingTV, Paramount+, Peacock and more without a separate streaming box or stick. And we love that Alexa is included in the remote. If you’re not a fan of endlessly scrolling through a grid of titles (who is?), you can just say, "Alexa, play The Watcher," and voilà.

With its built-in Wi-Fi, the Insignia 43-inch 4K UHD Smart Fire TV lets you break free from cable. You won’t experience lag or latency while streaming HD movies and TV shows, either.

What reviewers say

A satisfied customer said: "I bought it for the sound. My granddaughter has this TV ... and one day I heard the sound quality of the music she was playing and made up my mind right then that my next TV would be Insignia." This shopper agreed: "Prime Day purchase and could not be happier with the picture and price. Kind of mind-blowing for the price. Setup easy. Images look so good I really can't believe it."

"What an amazing TV," said one five-star reviewer. "I absolutely love it. ... I got rid of the cable forever. I am a total streamer now."

"Great picture. The one downside is that the sound goes louder during ads," one user said.

Looking for something bigger? Try the 50-inch model instead:

INSIGNIA

Insignia 50-inch 4K UHD Smart Fire TV

$240$300Save $60

Standout features like voice control through Alexa and access to more than a million movies across a variety of streaming services make this TV a great buy. 

$240 at Amazon

If you have Amazon Prime, you’ll get free shipping, of course. Not yet a member? No problem. You can sign up for your free 30-day trial here. (And by the way, those without Prime still get free shipping on orders of $25 or more.)

The reviews quoted above reflect the most recent versions at the time of publication.

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