Sony Joins Samsung With a One Price HDTV Strategy-Updated

February 27th, 2012 · 18 Comments · Front Projection, LED LCD Flat Panels, News


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.

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18 Comments so far ↓

  • Jackson

    OK, here’s the deal… Best Buy is the last NATIONAL brick and mortar full service electronics chain. They cannot make a reasonable profit margin if they have to compete with websites that don’t have the same operating costs. Eventually, they will go out of business and then the manufacturers will be stuck displaying their merchandise in stores like Walmart where they will sell the more basic models. That’s bad for customers, and the manufacturers. It’s perfectly legal, as long as the manufacturers aren’t communicating with each other on what prices to sell them at. Also, the retailer has the right to sell the merchandise at whatever price it wants to, as long as it doesn’t go BELOW the minimum retail price. Naturally to be competitive almost everybody will sell at the minimum retail.

  • William

    Ok, I guess I’m missing something. If all that is happening is manufacturers are preventing erosion of price, this means that online retailers like Amazon would earn higher margins on T.V. sales, assuming the variable cost remains the same.

    Doesn’t this now just become an activity of value messaging and accounting? I mean because of lower operating costs, “etailers” could pass on the value to a customer in a different way. For example, if the MSRP price of a T.V. was $2,500 before UPP was established, and Amazon sold it for $2,350 or 2,400, now UPP says that Amazon must sell it for $2500. Amazon could return value to consumers through its prime program. Amazon could give $100 cash back to Amazon Prime members, effectively making the T.V. purchase $2400 dollars.

    So, I don’t get how this will help. Is Sony and Samsung also going to try to tell Amazon why it can and can not do through it’s rewards program?

    We our not privy to the terms and conditions of Sony and Samsung UPP dealer agreements. However the retail term is called “packing the deal” and this might not be allowed under their dealer agreements.

    I believe this strategy will ultimately drive prospective buyers of UPP products to other brands that are more price competitive due to permitted discounts. Sony and Samsung have lowered prices via dealer instant rebates and if they see a sales dip, they could keep lowering the UPP prices until they hit level of sales they desire. Time will tell.

    HD Guru

  • Unkle Jon

    Screw Sony and Screw Samsung.

    My response…. I just won’t buy their shitty televisions, period.

    Their sales already suck at Sony, a stupid attempt from marketing losers that will cost sales and put the nail in their coffin.

    Good riddance, go join pioneer in the has been hole..

  • Arif Warsi

    Seriously….this is happening April 1st….does anyone else find this kind of April Foolish??

  • chew

    We will see how long this upps last after april first for sony and samsung,thats why i love panasonic tv’s and now they are coming with bigger led tv’s this year,bad timing sony,they act like there tv’s are the best, sony you are going down.

  • Sheila

    How is this not collusion and a violation of the Sherman Antitrust Act?

  • white water

    retailers should be able to sell products at any price they want it is a free market

  • Anew

    I saw the 46HX750 today only 1499$. Didn’t look that bad. And the 55″ version is 2099$. Everything goes on sale sooner or later.

  • Tony

    More fools ceding the market to Sharp.

    Thanks Sony!

  • Jeff

    I’m quite glad I just picked up a like new Samsung UN60D7000 for only $1900. No way I’m paying the crazy MSRPs for these TVs.

  • wildeandcrazy

    “Can you spell soo-e-side?
    Bye bye Sony TV division, I will miss your wonderful television products.”

    For sure Samsung has had so many problems I would not buy one any ways…. but not they are trying to screw me on price.

    I will buy LG now they are now a quality brand with top end products and they are not trying to F the customer in the A.

  • Caddy man

    Can you spell soo-e-side?
    Bye bye Sony TV division, I will miss your wonderful television products.
    Now, it appears that they will be exiting the TV business sooner than expected, even if they outsource and flood the lower end market with Chinese engineered crap, to stay competitive.

  • cbono

    They should be prosecuted when/if they or their distributors knowingly sell outside of the authorized dealer network and then refuse to honor warranties when consumers buy the product on the grey market. IMHO, this is precisely what Pioneer did with their Elite products.

  • An on ymous

    They are fighting reality. I will buy online for convenience if it saves $1, and certainly for the 10% tax around here. These minimal prices still usually include free shipping and no tax and no hassle returns – significant advantages of B&M. As much as this drives up the end consumer price they will lose business to competing brands with lower prices and comparable models.

  • FM

    I don’t need a “brick and mortar” store for buying a TV.
    From reading the wealth of information online about a product, even from the manufacturers web site, 90% of the time I am more informed than the salesperson in a store. Also, I have never needed any “service” from a store.
    I rely on detailed technical reviews before I buy a TV. I don’t even need to see it in person before I buy it.

  • pjfan

    Do these guys think they are Apple?

  • Adam

    Another nail in Sony’s LCD TV coffin.

  • Johnny Canuck

    I know that many consumers won’t like this, but Brick and Mortar stores are dying and if you expect to get any kind of decent service these stores need to make some money.

    I don’t think that a 15% profit on a TV is unreasonable and stores should make that kind of profit on their TV’s.

    We still can go online to buy our cables and stuff.

    No clothing stores or jewelery stores, etc. sell their high priced items for so little profit margin…

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