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.
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.
When you are watching, the 55-inch QLED panel delivers 4K resolution with Pantone Validated color accuracy, Samsung Vision AI for picture and sound enhancement, and the NQ4 AI Gen2 processor handling upscaling and real-time image optimization. The 4K 144Hz refresh rate with VRR support covers gaming at high frame rates without tearing, and the 2.1 surround sound system at 40W handles everyday audio without requiring a separate soundbar for standard viewing.
Lowest price ever on a TV most living rooms have been waiting for
The Frame LS03F launched at $1,097 and has rarely moved significantly below that since its 2025 release. At $697, this is the deepest discount the current generation has seen, and the Prime Day timing means the deal is open to everyone without a membership requirement. The Slim Fit Wall Mount included in the box typically adds cost when purchased separately, and the single-cable setup via the external hub makes installation cleaner than a standard wall mount scenario.
A few things worth noting before purchasing: customizable bezels to change the frame color are sold separately, and the Art Store subscription is required to access the full rotating collection of gallery works, though a selection of ambient content is available without a subscription. The 55-inch size covers most living room and bedroom wall configurations without dominating the space, and the flush mount design means the TV sits close enough to the wall that it reads as a framed object rather than a screen on a bracket.
At $697 for a 55-inch 4K QLED TV that functions as a gallery display when you’re not watching it, the Samsung Frame LS03F at its lowest price ever is the most compelling the case for this category has ever been. No membership needed, Slim Fit Wall Mount included, and the black rectangle problem is officially solved.