Most TVs turn into a black rectangle when you’re not watching them. Samsung’s Frame TV turns into an art gallery instead, and Prime Day just dropped the 55-inch 4K QLED version to $697, which is $400 below its $1,097 standard price and the lowest this 2025 model has ever been sold for anywhere. No Prime membership required, and the Slim Fit Wall Mount is included in the box.
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The TV that disappears into your wall when the show ends
The Frame LS03F mounts flush to the wall with a single cable running to an external connection hub that handles power and all device connections, which eliminates the cable cluster that makes most wall-mounted TVs look like an afterthought. The matte screen surface has a subtle texture that reproduces art with a print-like finish rather than the glossy reflection that standard TV panels produce, and the customizable bezel frames the display like a gallery frame rather than a consumer electronics product. From across the room, with Art Mode active, the distinction between the Frame and an actual framed print is genuinely difficult to make.
Art Mode is what activates when you stop watching: the screen switches to a curated selection from the Art Store, which offers access to works from top-tier galleries and museums, or displays your own uploaded photos in the same gallery presentation. The ambient light sensor adjusts the display brightness to match the room’s lighting conditions automatically, so the art doesn’t glow like a screen in a dimly lit room. A motion sensor detects when the room is empty and turns the display off, then back on when someone enters, which manages the power consumption of running the display continuously.
