Roku is ready to make rival TV makers sweat with the full availability of its first OLED models on Amazon. Announced last month, Roku's Pro Series OLED TVs with a 120Hz refresh rate were immediately available starting at $999.99, while its higher-end Pro Series LX OLED models with a faster 144Hz refresh rate were slated for an October retail release. It took a few weeks, but Roku held true to its promise with the LX models now up for grabs.
Like the regular Pro Series models, the Pro Series LX is available in 55-inch and 65-inch form factors. They are similar overall, though the LX variants bump up the refresh rate and utilize an advanced polarizer to fight room and direct sunlight reflections.
"The Roku Pro Series LX OLED TV is Roku's most advanced TV yet, delivering a stunningly bright picture, a dynamic range of colors, a 144Hz variable refresh rate (VRR), and an advanced polarizer that cuts room reflections. Featuring an ultra-thin metal bezel, Dolby Vision and Roku Smart Picture Max for optimized picture quality, the LX OLED also features Automatic Gaming Mode, FreeSync Premium and VRR for smoother gameplay with less lag and screen tearing," Roku says.
Roku's LX models also come with an upgraded Voice Remote Pro with backlit buttons, hands-free voice control, and a rechargeable battery via USB-C. However, it's the pricing from top to bottom that may keep Roku's rivals up at night:
- 55-Inch Roku Pro: $899.99 at Amazon (10% off, save $100)
- 65-Inch Roku Pro: $999.99 at Amazon (17% off, save $200)
- 55-Inch Roku Pro Series LX: $1,299.99 at Amazon
- 65-Inch Roku Pro Series LX: $1,599.99 at Amazon
These are all aggressive price points, and the standard Pro models are already on sale for $100-$200 off just weeks after launching. It's likely we will see the Pro Series LX models go on sale too, especially with Black Friday and Cyber Monday looming around the corner.
Roku's retail launch may already be having an effect on the market, too. For example, LG's 55-inch OLED Evo AI C6 is on sale for $999.99 at Amazon (29% off, save $400), which is its lowest price ever, while the 65-inch model is down to $1,399.99 (18% off, save $300), also an all-time low. LG's 42-inch, 48-inch, 77-inch, and 83-inch models are also on sale. Hooray for competition!
Paul is a seasoned geek who cut this teeth on the Commodore 64. When he's not geeking out to tech, he's out riding his Harley and collecting stray cats.