Don't you love it when a plan comes together? First, Instagram announces that it's finally bringing Instagram for TV to Samsung smart TVs made after 2020, and now a 2025 model, the Samsung 48-Inch Class S90F, is down $600 to an eye-watering $797.99, a 43% discount for Amazon Prime Day.

Back in 2025, we reviewed the 65-inch model, the 65S90F, and said, "The Samsung 65S90F delivers much of the performance of Samsung’s flagship OLED TV for far less money, making it a true 2025 TV hero."

The combination of excellent picture quality and strong connectivity chops would appear to make it a perfect fit for its newest app: Instagram for TV.

• Browse all early Prime Day deals at Amazon

The app, by the way, looks almost exactly like your standard Instagram interface on the Samsung Galaxy S26 Ultra (or your iPhone), but Instagram is testing something new that might do a better job of showing off the OLED's excellent, rich contrast, pure RGB colors, and strong viewing angles (a feature of most OLEDs): horizontal video.

So for those who find themselves viewing more and more landscape video on the mobile app, they will soon enjoy similar full-screen social video courtesy of Instagram on their Samsung TVs (provided it's a new enough model).

Granted, social video via Instagram is probably not reason enough to pick up this Samsung set, but the specs, including a powerful NQ4 AI Gen3 processor, Dolby Atmos, fit-anywhere 48-inch screen size, and the current sub-$800 price, probably are.

Amid all the 10%-to-20% discounts, this is the kind of Prime Day deal we dream of. 43% is hovering in the half-off range, and for a near-top-of-the-line set, that's something to celebrate. Perhaps you'll do it with an Instagram post that you share with friends and watch on your new Samsung S90F. It's a full-circle Prime Day moment.

More Prime Day deals in the US

• Amazon Devices: Fire Sticks & Echo from $18
• Amazon Haul: viral gadgets, tech & appliances from $1.99
• Apple: MacBooks, AirPods & AirTags from $29
• Beauty: 50% off toothbrushes & hair tools
• Cheap TVs: smart TVs from $69.99
• Garden: tools, mowers, planters from $24.99
• Headphones: 50% off Beats, Bose & Samsung
• Laptops: Apple, HP & Dell from $199
• Mattresses: Sealy, Serta & more from $186
• Patio: outdoor furniture, rugs & decor from $19.99
• Sports: 50% off fitness gear, treadmills & clothing
• Vacuums: Dyson, Shark & Bissell from $34

A 38-year industry veteran and award-winning journalist, Lance has covered technology since PCs were the size of suitcases and “on line” meant “waiting.” He’s a former Lifewire Editor-in-Chief, Mashable Editor-in-Chief, and, before that, Editor in Chief of PCMag.com and Senior Vice President of Content for Ziff Davis, Inc. He also wrote a popular, weekly tech column for Medium called The Upgrade.

Lance Ulanoff makes frequent appearances on national, international, and local news programs including Live with Kelly and Mark, the Today Show, Good Morning America, CNBC, CNN, and the BBC.