Sony’s 2026 TV lineup is unusual because the newest model is not necessarily the most expensive one—and the newest model year does not automatically identify Sony’s highest-end picture technology.
Heading toward Cyber Monday, U.S. shoppers are looking at four very different current Sony paths:
- BRAVIA 9 II — flagship True RGB
- BRAVIA 7 II — more attainable True RGB
- BRAVIA 6 — new 2026 OLED
- BRAVIA 3 II — mainstream 4K LED with surprisingly serious gaming support
At the same time, Sony continues selling important 2025 models such as the BRAVIA 8 II QD-OLED and BRAVIA 5 Mini LED.
That overlap matters.
A 2025 BRAVIA 8 II is still a higher-tier QD-OLED television than the newly released BRAVIA 6 simply because its model year is older. Likewise, the BRAVIA 5 can remain relevant when its Mini LED clearance price creates enough distance from the new True RGB BRAVIA 7 II.
Cyber Monday 2026 itself has not happened yet, so there are no confirmed November Sony TV prices here.
Instead, the goal is to understand what Sony is selling in September 2026, what each TV actually does differently and how current discounts compare with the prices Sony and major U.S. retailers have already established this year.
Sony TV Buying in 2026 Starts With the Room
Before worrying about whether a BRAVIA number is 9, 7, 6 or 3, decide what type of room the television is going into.
| Room / Priority | Sony TV to Watch | Display Technology | Why It Fits |
|---|---|---|---|
| Premium bright home theater | BRAVIA 9 II | True RGB LED | Flagship brightness, color, anti-reflection |
| Premium living room for less | BRAVIA 7 II | True RGB LED | Much lower price than 9 II |
| Movie-first darker room | BRAVIA 6 | OLED | Pixel-level blacks and OLED contrast |
| Premium QD-OLED clearance | BRAVIA 8 II | QD-OLED | Higher-end 2025 OLED |
| Bright-room Mini LED value | BRAVIA 5 | Mini LED | Older but still useful at the right price |
| Mainstream family TV | BRAVIA 3 II | Direct LED | 120Hz, Google TV, broad sizes |
| Very large TV without flagship pricing | BRAVIA 3 II 100″ | Direct LED | Huge screen, aggressive September pricing |
Sony’s current U.S. store identifies BRAVIA 9 II, BRAVIA 7 II, BRAVIA 6 and BRAVIA 3 II as new 2026 products, while BRAVIA 8 II, BRAVIA 5 and BRAVIA 2 II remain available from earlier generations.
The Biggest 2026 Change: Sony Has Moved Beyond Conventional Mini LED at the Top
The BRAVIA 9 II and BRAVIA 7 II are Sony’s first True RGB BRAVIA televisions.
Instead of a conventional white or blue LED backlight combined with color filters or quantum dots, Sony uses independently controlled red, green and blue LED light sources.
Sony calls its control system RGB Backlight Master Drive Pro.
The company says the approach gives the new TVs its largest home-TV color volume to date while preserving color accuracy across wider viewing angles.
That makes BRAVIA 9 II and 7 II fundamentally different products from the Mini LED BRAVIA 9 and BRAVIA 7 models that came before them.
BRAVIA 7 II May Be Sony’s Most Important Cyber Monday TV
The flagship BRAVIA 9 II gets the attention.
The BRAVIA 7 II may be the more interesting deal.
Sony launched the 2026 BRAVIA 7 II in:
- 50-inch
- 55-inch
- 65-inch
- 75-inch
- 85-inch
- 98-inch
Launch pricing included:
- 50-inch — $1,599.99
- 55-inch — $2,099.99
- 65-inch — $2,599.99
- 75-inch — $3,099.99
- 85-inch — $3,999.99
- 98-inch — $8,999.99
Those launch prices are already poor Cyber Monday benchmarks.
September pricing has fallen dramatically
Best Buy has already shown:
- 55-inch BRAVIA 7 II — $1,499.99
- 65-inch BRAVIA 7 II — $1,799.99
- 75-inch BRAVIA 7 II — $2,299.99
- 85-inch BRAVIA 7 II — $3,299.99
The 65-inch model is particularly important.
It launched at:
$2,599.99
and has already fallen to:
$1,799.99 at Best Buy
That is an $800 reduction only months into the product’s life.
Therefore, a future Cyber Monday price of $1,999.99 could be heavily advertised as $600 off while still sitting $200 above a stronger September 2026 price.
Sony BRAVIA 7 II 65-inch — Check Price on Amazon
Why BRAVIA 7 II Is More Than a Cheaper BRAVIA 9 II
The 65-inch BRAVIA 7 II uses:
- RGB LED backlighting
- local dimming
- RGB Backlight Master Drive Pro
- XR Processor
- 120Hz panel
- Dolby Vision
- VRR
- 4K/120
- ALLM
- Wi-Fi 6E
- Google TV
Sony also provides X-Wide Angle Pro and Acoustic Multi-Audio+.
For gaming, there are four HDMI inputs, although Sony specifies VRR on HDMI 3 and 4 for this model.
That matters for buyers connecting several high-bandwidth devices.
The BRAVIA 7 II is therefore better understood as a premium all-purpose television rather than merely “Sony’s second-best LCD.”
BRAVIA 9 II: Pay for Sony’s Flagship True RGB Implementation
The BRAVIA 9 II sits above the 7 II.
Sony sells it in:
- 65-inch
- 75-inch
- 85-inch
- 115-inch
Official U.S. launch pricing was:
- 65-inch — $3,599.99
- 75-inch — $4,599.99
- 85-inch — $6,499.99
- 115-inch — $30,999.99
The 115-inch version is clearly a specialty luxury product.
For most Cyber Monday shoppers, the meaningful sizes are 65, 75 and 85 inches.
Sony BRAVIA 9 II 65-inch — Check Price on Amazon
What does 9 II actually add?
The BRAVIA 9 II uses Sony’s higher-tier True RGB implementation with:
- RGB Backlight Master Drive Pro
- XR Contrast Booster 40
- Luminance Booster Pro
- X-Wide Angle Pro
- Immersive Black Screen Pro
- 120Hz panel
- 80W eight-speaker audio system
- Dolby Vision
- VRR and 4K/120
The 7 II also uses True RGB, but BRAVIA 9 II is designed to extract more brightness, contrast and audio performance from the premium architecture.
That does not mean everyone should pay the difference.
At 65 inches, recent pricing has created a huge gap:
BRAVIA 7 II — around $1,799.99
BRAVIA 9 II — around $3,599.99
That is roughly double the money.
The 9 II therefore needs to be purchased because you specifically want Sony’s flagship implementation—not because the number nine automatically sounds better than seven.
BRAVIA 9 II Has Already Shown Some Price Movement
The current 65-inch Sony and Best Buy price is around $3,599.99.
However, Sony’s own store had shown the 65-inch model at $3,299.99 during an earlier 2026 promotional period, down $300 from MSRP.
That earlier Sony-direct price matters.
A future Cyber Monday listing at $3,299.99 could still be promoted as a $300 discount, but it would be repeating a price Sony already offered earlier in the year.
That is useful context without predicting what November will bring.
Sony’s Newest OLED Is Not BRAVIA 8 II
The newest Sony OLED in the U.S. is now the BRAVIA 6, model A60.
Sony released it at the end of August 2026.
Best Buy lists the 65-inch model with a release date of August 31, 2026.
That date is extremely important for holiday-deal research:
BRAVIA 6 has no legitimate Prime Day 2026 price
Amazon Prime Day happened in June.
BRAVIA 6 was not released until August 31.
Therefore, any supposed June 2026 Prime Day price for BRAVIA 6 would be mixing it up with a different Sony OLED.
BRAVIA 6: Sony’s New Mainstream OLED
BRAVIA 6 comes in:
- 48-inch
- 55-inch
- 65-inch
- 77-inch
- 83-inch
Sony’s current pricing includes approximately:
- 48-inch — $1,299.99
- 55-inch — $1,499.99
- 65-inch — $1,999.99
- 77-inch — $2,999.99
- 83-inch — $3,999.99
Its hardware includes:
- OLED panel
- 3840 × 2160 resolution
- native 120Hz
- Dolby Vision
- four HDMI inputs
- 4K/120
- VRR
- ALLM
- Google TV
- Wi-Fi 6/6E support
Sony’s specifications list VRR and ALLM support across the HDMI inputs for this model.
Sony BRAVIA 6 OLED 65-inch — Check Price on Amazon
BRAVIA 6 Already Has Its First Meaningful September Discounts
Even though it only just launched, U.S. retailers have begun discounting some sizes.
Best Buy has shown the:
65-inch BRAVIA 6 — $1,699.99
down from $1,999.99.
And the:
77-inch BRAVIA 6 — $2,199.99
down from $2,999.99.
Sony has also shown the 77-inch model at $2,199.99 directly.
That $2,199.99 figure is especially useful.
The 77-inch TV only recently entered the market, yet it has already fallen $800 below its reference price.
So if Cyber Monday later advertises the same 77-inch television for $2,499.99, the sale banner may look impressive while the actual price is $300 above September’s verified Sony/Best Buy benchmark.
BRAVIA 6 vs BRAVIA 7 II: OLED or True RGB?
This could be Sony’s most interesting Cyber Monday comparison.
At 65 inches, current September pricing can put the two surprisingly close:
BRAVIA 6 OLED — around $1,699–$1,999
BRAVIA 7 II True RGB — around $1,799
They are not simply lower and higher versions of the same television.
BRAVIA 6 makes more sense when:
- OLED black levels are a priority
- most serious viewing happens at night
- movies are the main use
- pixel-level contrast matters
- you prefer OLED’s viewing characteristics
BRAVIA 7 II makes more sense when:
- daytime brightness matters
- the room has windows and ambient light
- you want Sony’s new True RGB technology
- HDR brightness is important
- you want Acoustic Center Sync with compatible Sony home-theater hardware
Sony lists BRAVIA 7 II among the 2026 models that support Acoustic Center Sync with compatible BRAVIA Theatre products.
The better buy can therefore change from room to room even if the two TVs cost exactly the same.
The 2025 BRAVIA 8 II Is Older—but It Is Not a Lower-End OLED
This is an important model-year trap.
The BRAVIA 8 II is a 2025 television.
The BRAVIA 6 is a 2026 television.
That does not mean BRAVIA 6 automatically replaces BRAVIA 8 II in every sense.
BRAVIA 8 II is Sony’s higher-tier QD-OLED model, while BRAVIA 6 is a more affordable current OLED.
Best Buy currently lists the 65-inch BRAVIA 8 II at $2,499.99, down $800 from a $3,299.99 comparison value.
Sony’s own current OLED catalog likewise continues to sell BRAVIA 8 II alongside the new BRAVIA 6.
Sony BRAVIA 8 II 65-inch QD-OLED — Check Price on Amazon
BRAVIA 8 II vs BRAVIA 6
Do not compare them purely by year.
At roughly:
BRAVIA 6 65-inch — $1,699.99 sale
versus
BRAVIA 8 II 65-inch — $2,499.99 sale
the older QD-OLED carries an approximately $800 premium.
That premium needs to be justified by picture-quality priorities.
For a buyer simply seeking a high-quality Sony OLED for movies, the new BRAVIA 6 could be the more rational route.
For an enthusiast specifically shopping Sony’s higher-end QD-OLED implementation, the BRAVIA 8 II remains relevant despite its 2025 model year.
BRAVIA 3 II Is Much More Interesting Than the Name Suggests
The current BRAVIA 3 II is Sony’s mainstream 2026 LED family.
It is available in:
- 43-inch
- 50-inch
- 55-inch
- 65-inch
- 75-inch
- 85-inch
- 100-inch
This is not a Mini LED or True RGB television.
Sony specifies direct LED backlighting with frame dimming on the 65-inch model.
But the gaming specification is surprisingly serious.
The current BRAVIA 3 II provides:
- native 120Hz
- four HDMI inputs
- 4K/120
- VRR
- ALLM
- Dolby Vision
- Auto HDR Tone Mapping for PS5
- Auto Genre Picture Mode
- XR Processor
That is a big distinction from the sort of basic 60Hz budget TV buyers might assume from the BRAVIA 3 name.
BRAVIA 3 II Could Be Sony’s Sleeper Gaming Deal
Sony’s current 65-inch BRAVIA 3 II is roughly $849.99–$899.99 depending on retailer and promotion.
Sony BRAVIA 3 II 65-inch — Check Price on Amazon
Someone who wants:
- a PS5
- 4K/120
- VRR
- Dolby Vision for movies
- Google TV
- a 65-inch screen
may not need to spend $1,800–$3,600 on Sony’s premium models.
The premium TVs deliver much stronger display hardware.
But feature support and picture quality are not the same question.
A $900 television with 4K/120 can be a better purchase than a $2,000 television if the buyer mainly wants a good large screen for gaming and streaming rather than reference-level HDR.
The Wildest Sony TV Deal Right Now Is the 100-Inch BRAVIA 3 II
This deserves its own section.
Sony’s 100-inch BRAVIA 3 II carries a stated MSRP of $3,099.99.
Sony has already listed it for:
$1,999.99
a direct $1,100 reduction.
Sony BRAVIA 3 II 100-inch — Check Price on Amazon
That is one of the most important numbers to remember for Cyber Monday.
If November produces a headline such as:
Sony 100-inch BRAVIA 3 II drops to $2,299!
that price would still be $300 higher than Sony’s own verified September sale.
The size itself also creates practical issues.
Before buying a 100-inch TV, check:
- wall width
- stand width
- viewing distance
- delivery route
- stairways
- elevator dimensions
- wall construction
- mounting hardware
- installation cost
At 100 inches, buying the television is only part of the project.
BRAVIA 5: The Older Mini LED That Still Has a Job
The BRAVIA 5 is a 2025 Mini LED model that Sony continues to sell in September 2026.
Sizes include:
- 55-inch
- 65-inch
- 75-inch
- 85-inch
- 98-inch
Sony currently lists the 65-inch model at approximately $1,499.99.
Sony BRAVIA 5 65-inch Mini LED — Check Price on Amazon
This model becomes especially interesting in larger sizes.
Amazon price tracking for the 75-inch BRAVIA 5 shows a 2026 price of approximately $1,398 on June 25, and an even lower $1,299.99 on April 17.
That is real Amazon 2026 history for the exact 75-inch K-75XR50.
So a future 75-inch BRAVIA 5 at $1,699 would certainly be cheaper than its higher historical pricing—but would not beat its strongest known 2026 Amazon benchmark.
BRAVIA 5 vs BRAVIA 7 II: Clearance Pricing Decides This One
The current-generation BRAVIA 7 II brings True RGB.
BRAVIA 5 uses Mini LED.
That makes 7 II the more advanced current architecture.
But previous-generation hardware can become very attractive when the price separation is large enough.
For example, the 75-inch BRAVIA 7 II has recently been $2,299.99 at Best Buy.
The 75-inch BRAVIA 5 has already reached approximately $1,299.99 at Amazon during 2026.
That is potentially a $1,000 difference.
At that point, BRAVIA 5 should not be dismissed merely because the model year says 2025.
BRAVIA 2 II Is the Cheaper Previous-Generation Option
Sony continues to sell the BRAVIA 2 II in:
- 43-inch
- 50-inch
- 55-inch
- 65-inch
- 75-inch
The 65-inch model remains around $699.99, while the 50-inch model is around $499.99 through Sony.
Sony BRAVIA 2 II 65-inch — Check Price on Amazon
But this is precisely where shoppers need to compare against BRAVIA 3 II.
If:
BRAVIA 2 II 65-inch = $699
and
BRAVIA 3 II 65-inch = $849–$899
the newer 3 II may justify its relatively modest premium for buyers interested in its 120Hz panel and gaming features.
The older TV needs enough clearance advantage to remain compelling.
A New Model Year Does Not Mean a Higher Product Tier
Sony’s current catalog demonstrates this better than almost any other 2026 brand lineup.
Consider:
BRAVIA 6 — 2026
Newer model year, mainstream OLED.
BRAVIA 8 II — 2025
Older model year, premium QD-OLED.
Or:
BRAVIA 3 II — 2026
Current mainstream direct-LED TV.
BRAVIA 5 — 2025
Older but higher-tier Mini LED.
Do not buy based on:
2026 > 2025
alone.
Model year tells you when the TV arrived.
It does not tell you where the television sits in Sony’s picture-quality hierarchy.
Sony’s Cyber Monday Price Board
These are the numbers worth keeping nearby when the November sales appear.
| Sony TV | Verified 2026 Benchmark |
|---|---|
| BRAVIA 7 II 55″ | Best Buy September: $1,499.99 |
| BRAVIA 7 II 65″ | Best Buy September: $1,799.99 |
| BRAVIA 7 II 75″ | Best Buy September: $2,299.99 |
| BRAVIA 7 II 85″ | Best Buy September: $3,299.99 |
| BRAVIA 9 II 65″ | Earlier Sony promotion: $3,299.99 |
| BRAVIA 6 65″ | Best Buy promotion: $1,699.99 |
| BRAVIA 6 77″ | Sony/Best Buy: $2,199.99 |
| BRAVIA 8 II 65″ | Best Buy September: $2,499.99 |
| BRAVIA 3 II 65″ | Sony: $849.99 |
| BRAVIA 3 II 100″ | Sony promotion: $1,999.99 |
| BRAVIA 5 75″ | Amazon April 2026: $1,299.99 |
These are not predicted Cyber Monday prices.
They are real 2026 reference points from Sony or major U.S. retailers.
Sony TV Gaming Buyers: Check the HDMI Details, Not Just “120Hz”
Sony has excellent PlayStation integration, but exact HDMI capability still varies by model.
For example, BRAVIA 7 II is a 120Hz television with 4K/120 and VRR, but Sony specifies VRR on HDMI 3 and 4.
BRAVIA 3 II is also native 120Hz and lists HDMI 2.1 functionality including:
- 4K/120
- VRR
- ALLM
- eARC
- SBTM
BRAVIA 6 similarly supports 4K/120, VRR and ALLM.
That makes the lower-priced Sony models much more viable for gaming than shoppers may assume.
Still, premium picture processing, black levels and HDR performance remain different.
“Supports 4K/120” does not mean two televisions produce identical images.
PS5 Owners Should Not Automatically Buy the Most Expensive BRAVIA
Sony promotes features such as:
- Auto HDR Tone Mapping
- Auto Genre Picture Mode
on compatible BRAVIA models for PlayStation 5. BRAVIA 3 II and BRAVIA 9 II both explicitly list those functions.
They are convenient features.
They do not make a $3,600 TV mandatory for PS5 gaming.
For many players, money may be better spent on:
- a larger screen
- better sound
- another console
- games
- seating
- room lighting
than moving from a good 120Hz BRAVIA into the flagship simply because both products are made by Sony.
Sony Supports Dolby Vision
Sony’s current televisions remain attractive to buyers who specifically care about Dolby Vision.
BRAVIA 9 II, BRAVIA 7 II, BRAVIA 6 and BRAVIA 3 II all list Dolby Vision alongside HDR10 and HLG support.
That is worth checking when comparing Sony against brands whose HDR-format strategies differ.
However, HDR-logo count should not become the sole buying criterion either.
Panel technology, brightness, black level and local dimming can have a much larger effect on what HDR actually looks like.
Sony’s Built-In Sound Can Matter More Than It Does on Some TVs
BRAVIA 9 II has an eight-unit, 80W Acoustic Multi-Audio+ system with additional tweeters and subwoofers.
BRAVIA 7 II uses a four-unit 40W Acoustic Multi-Audio+ configuration.
Sony also provides integration between selected 2026 TVs and compatible BRAVIA Theatre systems through features such as Acoustic Center Sync and Direct Connect.
That can matter to someone building an integrated Sony home theater.
But a bundled soundbar discount should not be confused with a lower TV price.
If the television is $1,799 and Sony gives $300 off a soundbar, the historical TV price is still $1,799.
Open-Box Prices Are Useful—but Not as New-TV Historical Lows
Large televisions often generate substantial Best Buy open-box discounts.
For example, Best Buy has listed open-box BRAVIA 8 II and BRAVIA 3 II units below their brand-new prices.
Those can be excellent purchases for buyers comfortable with returned inventory.
They should not be used in an article as though:
“New BRAVIA 8 II hit $2,165.”
if that number came from an open-box unit.
Condition matters.
Keep separate:
- new
- open box
- refurbished
- marketplace seller
- bundle
- manufacturer-direct
pricing.
Be Especially Careful With Sony TV Marketplace Bundles
TV marketplaces frequently create listings such as:
- television + wall mount
- television + HDMI cable
- television + protection plan
- television + cleaning kit
- television + soundbar
- television + installation package
The combined “value” can make a deal appear larger than it actually is.
One current example is third-party BRAVIA 8 II bundles that package the TV with an HDMI cable or protection plan at prices different from the clean Best Buy TV listing.
CRAOB readers should compare the standalone television price first.
Only then decide whether the included extras are genuinely useful.
Sony TV Cyber Monday 2026 FAQ
Has Sony announced its Cyber Monday 2026 TV prices?
No.
Cyber Monday 2026 has not happened yet, so November Sony BRAVIA prices are unknown.
What are Sony’s newest 2026 flagship TVs?
The BRAVIA 9 II and BRAVIA 7 II are Sony’s new True RGB televisions for 2026. Sony introduced them in May using independently controlled RGB LED backlighting.
What is Sony’s newest OLED TV?
The BRAVIA 6 A60 is Sony’s new 2026 OLED family. Best Buy lists its U.S. release date as August 31, 2026.
Did BRAVIA 6 have an Amazon Prime Day 2026 deal?
No legitimate one.
BRAVIA 6 did not reach U.S. retail until August 31, months after the June Prime Day event.
How low has the 65-inch BRAVIA 7 II been?
Best Buy has already offered the 65-inch BRAVIA 7 II for $1,799.99, down from its $2,599.99 launch price.
How low has the 77-inch BRAVIA 6 been?
Sony and Best Buy have already listed the 77-inch BRAVIA 6 at $2,199.99, versus a $2,999.99 reference price.
Is BRAVIA 8 II obsolete because BRAVIA 6 is newer?
No.
BRAVIA 8 II is a higher-tier QD-OLED model from 2025, while BRAVIA 6 is Sony’s new mainstream 2026 OLED. Sony continues to sell both.
Is BRAVIA 5 still worth buying?
It can be.
The 75-inch BRAVIA 5 has already reached approximately $1,299.99 at Amazon during 2026, so aggressive clearance pricing can make it attractive compared with the newer BRAVIA 7 II.
Does BRAVIA 3 II support 120Hz gaming?
Yes.
Sony specifies a native 120Hz panel, 4K/120, VRR and ALLM on the 2026 BRAVIA 3 II.
Is the 100-inch BRAVIA 3 II really around $2,000?
Sony has already offered the 100-inch model for $1,999.99, down from a stated $3,099.99 MSRP.
Final Buying Strategy: Sony’s Best Cyber Monday TV May Not Have the Highest BRAVIA Number
Sony’s 2026 lineup is easier to understand once you stop treating the BRAVIA number as a simple ranking.
The BRAVIA 9 II is the premium choice for someone who specifically wants Sony’s flagship True RGB implementation, higher contrast/brightness architecture, stronger built-in sound and premium screen treatment.
But at 65 inches it costs roughly twice as much as the already-discounted BRAVIA 7 II.
That makes BRAVIA 7 II one of the most important Sony televisions to follow this Cyber Monday. Its price has already moved from $2,599.99 to $1,799.99, creating a real 2026 benchmark rather than a hypothetical holiday target.
The newly released BRAVIA 6 takes a completely different route. It gives movie-focused buyers a current Sony OLED beginning at significantly less than the True RGB flagship range. And despite launching only at the end of August, the 77-inch model has already fallen from $2,999.99 to $2,199.99.
Previous-generation models should not automatically be removed.
The BRAVIA 8 II remains Sony’s premium QD-OLED option despite its 2025 label, while the BRAVIA 5 can become a strong large-screen Mini LED clearance purchase. Amazon already sold the 75-inch BRAVIA 5 for about $1,299.99 in April 2026.
At the less expensive end, the BRAVIA 3 II is more capable than its position suggests. Its native 120Hz panel, 4K/120, VRR and PS5-oriented features make it a serious option for buyers who want a modern Sony gaming television without paying OLED or True RGB prices.
And the 100-inch BRAVIA 3 II at $1,999.99 proves why screen size can sometimes matter more than product tier.
So when Cyber Monday 2026 arrives, do not start by asking:
“Which Sony TV has the biggest discount?”
Start with:
Do I want OLED blacks, True RGB brightness and color, Mini LED value, or simply the largest good 120Hz Sony TV that fits my room?
Then compare the exact model and screen size with the real 2026 prices Sony, Amazon and Best Buy have already offered.
That is the difference between buying a television because the sale banner looks impressive and buying the Sony BRAVIA that actually makes sense for your room.