Amazon Prime Day 2025 doesn’t officially kick off until tomorrow, July 8, but we’re already seeing some top products reach all-time low prices.

You read that right: lowest prices ever. One of those great finds is the 2024 Roku Ultra 4K streaming device.

If you’re looking for an ultra-powerful streaming device to add onto a new TV (perhaps one you score on sale during Prime Day?), this is the one. Its support for premium formats like 4K, HDR10+, and Dolby Vision, plus Dolby Atmos Audio, gives a cinematic quality to everything from movies like Sinners to the best reality TV Bravo has to offer.

Trust me: I have this one plugged into my own TV and I’d buy it again in a heartbeat, even if I had to pay full price.

Luckily, you won’t have to do that right now. Normally $99.99, right now you can score the Roku Ultra for $69.00, marking its lowest price ever recorded on Amazon. This deal isn’t exclusive to Amazon Prime members, but if you sign up for Prime’s 30-day free trial, you’ll have your new Roku on your doorstep in time for a movie night tomorrow or Wednesday night thanks to Prime’s ultra-fast free shipping.

As a reminder, Prime Day begins on July 8 and wraps up on July 11 at 3 a.m. ET, giving you four days of deals for the first time.

The Roku Ultra (2024) is a sleek, compact 4K streaming box that delivers up to 30% faster performance thanks to a new quad-core processor, and supports advanced features like Dolby Vision, HDR10+, and Dolby Atmos for a smooth, cinematic viewing experience. It also comes bundled with the second-gen Voice Remote Pro, featuring backlit buttons, USB‑C charging, lost‑remote finder, and hands‑free voice control, making navigation in dim settings effortless.

When Is Prime Day 2025?

Prime Day starts at midnight on Tuesday, July 8 and runs through Friday, July 11. New for 2025, shoppers have 4 full days to score big deals.

Do I Have to be a Member to Shop Prime Day?

Only Amazon Prime members can take advantage of Prime Day’s deals and discounts, and other interested consumers can get a 30-day free trial to enjoy Prime Day deals (plus all the benefits of the subscription).

What Deals Should I Shop on Prime Day?

From years of deal-hunting on Amazon Prime Day, we know from experience that the sale is the perfect time to save on a Kindle Unlimited or Audible subscription, add Prime Video subscriptions to watch your favorite shows, upgrade to a new TV or soundbar and find discounts on all kinds of Amazon best-sellers.

When is the Next Prime Day?

For those already wondering, Amazon hasn’t yet confirmed the dates for Prime Day 2026, but it’s safe to assume it will take place in mid-July like past sales. Shoppers should keep an eye out for the return of Amazon’s Prime Big Deal Days sale in October.

This article was written by Angela Tricarico, Commerce Writer/Reporter for Decider. Angela keeps readers up to date with cord-cutter-friendly deals, how to watch your favorite sports teams and movies on each streaming service and the very best in tech, like soundbars, to enhance your viewing experience. Not only does Angela test and compare the services, devices and merch she writes about, but she’s also a superfan specializing in the intersection of shopping, tech and pop culture. Prior to joining Decider and the New York Post in 2023, she wrote about streaming and consumer tech at Insider Reviews. 

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