Updated and Corrected 2/28/12

Two weeks ago we broke our exclusive story about Samsung’s plan to use a one price program called Unilateral Pricing Policy (UPP) for all its higher end models, putting an end to price shopping.  According to the trade publication Dealerscope and an industry source Sony will soon begin its own UPP program, making it impossible to get a discount from any authorized Sony dealer including etailers. Read on to learn how long you have before the discounts disappear.

Effective March April 1, 2012 UPP fixed pricing will take hold on Sony’s XBR models. Currently they  are discounted quite heavily from retail and are priced below the Sony Style price online as well.  We list the retail, Sony Style price and link to the most heavily discounted Amazon price. If you are thinking of buying one, you might consider ordering one before the UPP program goes in effect .

Sony calls its UPP program SURE which stands for Sony Unified Retail Execution. Same idea. All SURE products must only be sold and advertised no higher that at the minimum advertised price (MAP) as set by Sony.

Our source added the following 2011 models will also be under the UPP (SURE) program beginning on April 1, 2012

KDL-65HX929 and the KDL-60EX720 . Unlike the XBRs which will be replaced by new models in July, all 2011 HX and EX series models are  discontinued. The discount pricing will last until supplies run out or until April 1, whichever comes first.

All the new 2012 EX and HX series Sony BRAVIA televisions will also be under SURE pricing as soon as they ship. They are expected to begin to arrive on dealer’s shelves in late March or early April.

Below is our comparison of retail, current Sony direct and Amazon prices of the affected XBR models with links. We’ve  now added the KDL-65HX929 and KDL-60EX720 prices and links.


Sony BRAVIA XBR46HX929 46-Inch 1080p 3D Local-Dimming LED HDTV with Built-In Wi-Fi, BlackWas $3000/ Sony Style $2499.99/ Amazon Direct $2307.05 + free shipping


Sony BRAVIA XBR55HX929 55-Inch 1080p 3D Local-Dimming LED HDTV with Built-In Wi-Fi, Black Was $3800/ Sony Style $2899.99/Huppins via Amazon $2399.00 +  free shipping


Sony BRAVIA XBR65HX929 65-Inch 1080p 3D Local-Dimming LED HDTV with Built-in WiFi, BlackWas $6000/ Sony Style $5399.99/V&A Center via Amazon $4349.94 + free shipping.

Save On The Best Selling HDTVs

Today’s Blu-ray Movie Deals

Big Markdowns on 3D TVs


Sony KDL65HX729 65 inch 1080p 3D LED HDTV, 16:9 Aspect Ratio, 240Hz LCD Sync Rate, Built-in Wi-Fi, Black Was $4500/ Sony Style $4049.99/Modia fulfilled by Amazon $3483.27 + free shipping


Sony BRAVIA KDL60EX720 60-Inch 1080p 3D LED HDTV, Black Was $3100 Sony Style $2599.99/ Modia fulfilled by Amazon $2085.00 + free shipping


Sony also plans to use the UPP pricing on its 4K front projector. Check out Sony’s  2012 HDTV prices here.

We recommend and affiliate (we may earn a small commission on referred sales) with Amazon because they have among the best HDTV policies in the industry. Amazon direct offers 14 day low price guarantee and 30 Day returns with free return freight. They stand behind their sales. Note: prices are correct as of posting and may change at any time, please verify with our links; Most states do not collect sales tax on Amazon orders [with the exceptions of [CO, KS, KY, NY, ND & WA]. You always must pay sales tax when buying at any brick and mortar store. Should you buy an HDTV from on-line or from a retail store? Learn all the pros and cons in our article here.

Have a question for the HD Guru?



Copyright 2012 HD Guru Inc. All rights reserved. HD GURU is a registered trademark.