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This week's big news in the world of tech deals is Amazon Prime Day. The retailer's summer mega-sale has really dominated the headlines, but it's not the only game in town. For one, the official Samsung Store is currently offering exceptional deals on its own brand devices thanks to its own 'summer sale' happening right now.

On such deal is a record-low price on the excellent Galaxy S26 Ultra, which is our favorite Android device currently. Usually, this flagship would set you back an exorbitant amount, but right now you can either get $350 off upfront or up to $720 off with a trade-in.

Of the two, the upfront discount is the real headline feature here as it lets you take home the standard configuration for $949 (was $1,099). Ok, that's still extremely expensive, but there are no additional hoops to jump through to get your hands on the device at its lowest-ever upfront price. With this unlocked device, you'll be able to port it over to whatever carrier you wish without any annoying criteria, too.

Note that Amazon Prime Day is set to end at midnight tonight (June 26th) but it's difficult to say whether this deal will disappear exactly. Nonetheless, if you are interested, I would probably recommend jumping on it sooner rather than later as it could vanish as the various 'summer sales' wind down.

Today's record-low Galaxy S26 Ultra deal at Samsung

Samsung Galaxy S26 Ultra: $350 off upfront, or up to $720 off with a trade-in at Samsung
The outstanding Galaxy S26 Ultra has just been listed for its lowest price yet at the official Samsung Store this week, with an excellent $350 discount on unlocked devices. Available across all storage variants and colors, this deal can get you a device for as little as $949 upfront. Trade-in rebates of up to $720 are also available, but we've seen slightly better offerings in the past for trades.

Galaxy S26: $200 off upfront, or up to $400 off w/ trade
Galaxy S26+: $300 off upfront, or up to $450 off w/ tradeView Deal

The best Samsung Galaxy S phone yet

In our Samsung Galaxy S26 Ultra review, we described it as Samsung's best Galaxy S phone to date, despite it being a fairly modest upgrade over its predecessor.

Rather than reinventing the formula, Samsung has refined it, improving the design, boosting performance, and expanding its AI features without increasing the price. Standout additions include the new Privacy display and Super Steady video mode, both of which are innovative features exclusive to the Galaxy S26 Ultra.

Even so, the phone's biggest strengths remain its stunning display, superb cameras, and the versatility of its built-in S Pen. While pricey, at $950 we'd definitely say that the Ultra is worth considering if you want a high-end Android flagship.

More of today's best sales at Samsung

• Appliances: 4th of July sales on ranges, refrigerators, washers
• Phones: record-low price on the Galaxy S26 series
• Tablets: $400 off Galaxy Tab S11 Ultra
• TVs: up to $1,700 off OLED and Neo QLED TVs

Apple’s rumored MacBook Ultra could bring OLED, touch support, new silicon, and a higher-end laptop tier, but timing remains uncertain.

The post Apple’s MacBook Ultra Is Coming: Everything We Know So Far appeared first on TechRepublic.

• PlayStation boss Hideaki Nishino says "pick up and play" is the most important quality for consoles nowadays
• He says Sony wants to leverage tech "that can be used in various forms and locations"
• The CEO's comments suggest that Sony is looking to rejoin the handheld market

A new PlayStation handheld could be on the table after comments from Sony Interactive Entertainment CEO Hideaki Nishino suggest the company wants to create new hardware similar to the Nintendo Switch 2.

In an interview with Famitsu (translated by IGN), Nishino was asked whether PlayStation plans to continue focusing on consoles, following a past comment he made in 2024 about how hardware won't be disappearing any time soon.

The CEO confirmed it would, saying, "My belief that a console is necessary for playing games hasn’t changed," adding that Sony "wants to continue providing its own game consoles."

But what sort of consoles? Nishino went on to mention that "pick up and play" is the most important quality for consoles nowadays, which instantly makes one think of the Switch 2 or PlayStation Portal.

Nishino continued, saying that developing new consoles will mean Sony will be "leveraging technologies that can be used in various forms and locations" and that this would enable Sony "to create something exciting."

"For example, although the PlayStation brand is strongly associated with playing on the TV in the living room, we’re planning to release monitors and speakers so that people can play comfortably in other locations as well," Nishino said. "We developed the PlayStation Portal as part of this initiative."

The PlayStation Portal is a remote player, allowing PS5 users to play their PS5 games via their handheld device, a challenge Sony took on to create a new kind of gameplay experience, according to Nishino.

"We were thinking, 'Let’s try this, let’s try that,' and I’d like us to move forward with developing products while exploring various ideas in this way," he said.

While the PlayStation Portal is a handheld console, its purpose is built for streaming and cloud gaming, unlike the PSP and the PS Vita.

While the PSP took off and became Sony's biggest handheld ever, selling 70 million units, the PS Vita didn't fare too well, shifting an estimated 15 to 16 million units before it was discontinued in 2019.

If Sony plans to rejoin the handheld market, it will have tough competition if it goes against the Switch 2, which has officially sold almost 6 million units within its first year of release.

A PS6 handheld has been rumored for some time. According to a reliable insider and leaker, Moore's Law is Dead, Sony will launch its next-generation PlayStation with three devices in 2027, including two consoles and a companion handheld.

Prime Day is coming to a close — it ends at midnight tonight PT and BST — so if you're looking a deal on a new TV, you don't have long left. As TechRadar's TV expert, I've trawled through every TV deal I can find, and picked the best offers on TVs we've tested here at TechRadar, so I can vouch for their quality and value.

• Browse the full Amazon Prime Day sale US
• Browse the full Amazon Prime Day sale UK

In the US, my top deal is the 65-inch LG C5 for $1,099.99 (was $1,399.99) at Amazon US. This is the cheapest this model been over all of Prime Day, and a record-low price.

I you're looking for small-screen bargain, the 50-inch Amazon Fire TV Omni QLED (2023) is down to a record-low $249.99 (was $469.99) at Amazon US. My other top Us pick is the TCL QM6K 75-inch for $747.99 (was $799.99) at Amazon US. This isn't a record-low price, but if you want a big screen for the World Cup, you can't go wrong with this one.

For the UK, my top pick is the LG B5 48-inch for £579 (was £799) at Amazon UK. It's been cheaper before, but this is still an awesome price.

Next is the TCL 65-inch Q6C for £529 (was £618.99) at Amazon UK, perfect for those who want an affordable, good, larger screen TV. And finally, the 42-inch LG C5 is down to £623 (was £849) at Amazon UK. An excellent smaller screen, this again isn't the cheapest it's been, but it's an incredible price.

Check out more Amazon Prime Day deals on some of the best TVs we've tested at TechRadar below.

Today's best TV deals in the US

Price dop! Up until today, the 65-inch C5 has been $1,199.99 in the Prime Day sale, but it's now dropped to its cheapest ever price of $1,099.99.The LG C5 is the ultimate all-around TV, delivering excellent performance for movies, gaming and sports with a full suite of features and superb picture quality. View Deal

The TCL QM6K has an impressive list of gaming features for the money, including 4K 144Hz and FreeSync Premium Pro support. Its picture is colorful and detailed and it has solid gaming performance. While this $747.99 price for the 75-inch doesn't beat the record-low, it's an excellent price for a 75-inch mini-LED. View Deal

Easily one of the best-value OLED TVs available, the LG B5 48-inch has dropped to $599.99. It's not a record-low, but still a very good price. This is the perfect TV if you're looking for a bedroom-sized display for gaming that still delivers awesome OLED picture quality for movies with rich colors and powerful contrast. View Deal

It's alive! The old school Amazon Fire TV Omni QLED is still around despite the arrival of the Ember QLED, and you can get the 50-inch model for a seriously cheap $249.99. The Omni QLED supports Dolby Vision, delivers colorful picture quality and has decent built-in sound. A perfect second TV for the money. View Deal

This deal knocks a huge $500 off the Sony Bravia 8 OLED TV. Its picture has excellent detail and contrast, plus it has a healthy suite of gaming features including Perfect for PS5 settings. For Sony fans looking to play GTA 6 on a great-looking OLED, this is a fantastic option. View Deal

One of Hisense's flagship 2025 mini-LED TVs, the U8QG has high brightness, delivers bold colors and solid contrast, and supports 4K 165Hz, FreeSync Premium Pro and Dolby Vision across all 3 HDMI 2.1 ports. This deal takes the 55-inch model to a near record-low $698. View Deal

The Samsung QN90F is a perfect TV for bright rooms, thanks to its anti-glare screen and solid brightness. It's fully stocked for gaming, with 4K 165Hz, FreeSync Premium Pro, ALLM and HDR10+ support, as well as a ton of cloud-gaming options. Its picture quality is brilliant too. Best Buy has the 75-inch model for a record-low $1,499.99, so if you want a premium big screen experience for GTA 6, this is it. View Deal

Today's best TV deals in the UK

LG's best value OLED is even better value thanks to this Prime Day deal, with the 48-inch LG B5 hitting £579, a great price for a 48-inch OLED. It was £30 earlier during Prime Day, but this is still a good deal nonetheless. Perfect for bedroom gaming, the B5 has a full suite of gaming features and delivers smooth gameplay. It still offers the rich, detailed picture quality perfect for movies too. View Deal

The 42-inch LG C5 is available for £623, and while it was cheaper a couple of days ago, hitting £599, this is still an amazing price. The 42-inch model still delivers the rich colors, strong contrast and the gaming features and performance of its larger siblings, but at the ideal size for small rooms. View Deal

If you want a big screen for gaming on a budget, the 65-inch TCL Q6C is a brilliant choice. £527 is the cheapest it's ever been, and is excellent value for a gaming mini-LED TV. It has great picture quality and a good stock of gaming features for this price level, with 4K 144Hz, Dolby Vision gaming and FreeSync Premium Pro all supported. View Deal

The Samsung QN90F is the ideal TV for bright rooms, with an anti-glare screen and solid brightness levels, plus it has a full suite of features for gaming with impressive performance. The 55-inch was recently £809.10 so this isn't the cheapest it's been, but it's still superb price for our best TV for sport. View Deal

The LG C5 covers all the bases, with OLED picture quality and razor-sharp performance for movies, sports and gaming. Speaking of gaming, it has 4K 144Hz, full VRR, Dolby Vision gaming and ALLM all covered across four HDMI 2.1 ports. The 55-inch model has dropped to £899 very briefly earlier this week, but this deal for £969 is the second-cheapest price we've seen it at. View Deal

The best time of year to pick up the Ember Mini-LED is Prime Day, as the 55-inch has dropped to £599.99, its best price yet. This TV is great for sports, gaming and movies, delivering natural colors, smooth motion and a good suite of gaming features. Other sizes:

65-inch: was £1,149.99 now £769.99
75-inch: was £1,599.99 now £999.99View Deal

The Samsung S84F OLED 55-inch is down to £683 at Amazon UK, which is the cheapest it's ever been. We've tested the S85F (we assume the S84F is just a retail name) and it has great picture quality, particularly with its vibrant, dynamic colors. It's also great for gaming, with 4K 120Hz and VRR support and a sub-10ms input lag time. View Deal

More Prime Day deals in the US

• Amazon Devices: Fire Sticks & Echo from $18
• Amazon Haul: viral gadgets, tech & appliances from $1.99
• Apple: MacBooks, AirPods & AirTags from $29
• Beauty: 50% off toothbrushes & hair tools
• Cheap TVs: smart TVs from $69.99
• Garden: tools, mowers, planters from $24.99
• Headphones: 50% off Beats, Bose & Samsung
• Laptops: Apple, HP & Dell from $199
• Mattresses: Sealy, Serta & more from $186
• Patio: outdoor furniture, rugs & decor from $19.99
• Sports: 50% off fitness gear, treadmills & clothing
• Vacuums: Dyson, Shark & Bissell from $34

More Prime Day deals in the UK

• Amazon Prime: get a 30-day free trial
• Amazon Devices: Fire, Ring & Blink from £13.99
• Amazon Haul: up to 30% off
• Apple: up to 33% off AirPods & Apple Watch
• Appliances: up to 45% off Ninja & Tefal
• Beauty: up to 60% off Philips & Oral-B
• Essentials: household goods from £5
• Fans: from £20
• Fashion: up to 50% off
• Gaming: £90 off PlayStation 5
• Headphones: up to 50% off Beats & Sony
• Laptops: from £149
• Tablets: Samsung & Lenovo from £79.99
• Toys: up to 25% off Lego and Tonies
• TVs: from £129.99
• Vacuums: up to 40% off Shark & Roborock
• Wearables: up to 30% off Garmin & Oura

The hunt for a new gaming chair during Amazon's Prime Day sale has been relentless, and I've been hesitant to act on most of them despite the hefty discounts.

There are several Secretlab and Razer options on the market, and we've explored these previously. They all promise high-level comfort and prioritize customization with adjustable armrest, recline, and backrest height — but there's an alternative I've found that goes beyond the basics.

The AutoFull M6 Ultra 2.0 is now available on Amazon for £483.99 (was £599.99), thanks to a 19% discount. This is a gaming chair that has premium features you won't find on most gaming or office chairs, with dual-zone vibration massaging, highly adjustable armrests, and 2-in-1 ventilation and heating.

With 2-in-1 ventilation, it makes the perfect companion for hot summer days, notably ideal for the ongoing heatwave in the UK, and that's important for long gaming or work sessions.

For US consumers, the AutoFull M6 is available on Amazon for $424.99 (was $499.99), thanks to a 15% discount. This version still comes with the heating and cooling functionality of the Ultra 2.0, but doesn't have the massaging functionality found in its upgraded counterpart.

Regardless, both versions seemingly aim for the best level of comfort, with dynamic lumbar support, including a footrest that should drastically improve periods of resting after gaming or work.

(Image credit: AutoFull)

The AutoFull M6 Ultra 2.0 promises fantastic comfort across the board via its high-level features, with 2-in-1 ventilation and heating, auto dynamic lumbar support, highly adjustable armrests, and an additional footrest. It's simply one of the most comfortable chairs you can find on the market this Prime Day. View Deal

Similar to its upgraded counterpart, the AutoFull M6 gaming chair features highly adjustable armrests, a full heating and cooling mechanism, auto dynamic lumbar support, and an additional footrest. This is the right chair to opt for if you're looking for a summer or winter companion, especially during long work or gaming sessions.View Deal

More Prime Day deals in the US

• Amazon Devices: Fire Sticks & Echo from $18
• Amazon Haul: viral gadgets, tech & appliances from $1.99
• Apple: MacBooks, AirPods & AirTags from $29
• Beauty: 50% off toothbrushes & hair tools
• Cheap TVs: smart TVs from $69.99
• Garden: tools, mowers, planters from $24.99
• Headphones: 50% off Beats, Bose & Samsung
• Laptops: Apple, HP & Dell from $199
• Mattresses: Sealy, Serta & more from $186
• Patio: outdoor furniture, rugs & decor from $19.99
• Sports: 50% off fitness gear, treadmills & clothing
• Vacuums: Dyson, Shark & Bissell from $34

Did you use the Prime Day sales to snap up a new Kindle Colorsoft at a bargain price? Great thinking! Now, don't ruin it by forgetting to kit yourself out with a case. The good news is that a whole load of my favorite 7-inch Kindle cases are also on sale right now — including the official Amazon ones and a bunch by third party brands. It's almost like they wanted to capitalize on all those new Kindles being purchased, or something.

I've rounded up my favorites below, in the US and in the UK. I strongly suspect these deals will disappear with the ones on the ereaders themselves — that is, at midnight, when the Amazon Prime Day sales officially end. Oh, and if you went for a Kindle Paperwhite instead, I have more good news: it's the same size as the Colorsoft, so all of these cases will be good for either.

Not yet made your purchase? I wouldn't drag your feet too long, or you're going to miss your chance for those bargains (we likely won't see another good discount until the next Prime Day event — which won't be any time soon). If you're looking for more information to help you decide, TechRadar's Kindle Paperwhite (2024) review and Kindle Colorsoft review should help you out, or head to my Kindle range guide, which should help you make sense of your options.

• US: Kindle Colorsoft now $159.99 at Amazon (was $249.99)
• US: Kindle Paperwhite now $124.99 at Amazon (was $159.99)
• UK: Kindle Colorsoft now £154.99 at Amazon (was £239.99)
• UK: Kindle Paperwhite now £134.99 at Amazon (was £169.99)

US deals on Kindle Paperwhite and Colorsoft cases

Casely Blue Stripes 'Sunday Best' vegan leather case with hand strap

Amazon Lightweight, Protective, Plant-Based Leather Case

Casely Floral Library 'Book Nook' vegan leather case with hand strap

Amazon Lightweight, foldable premium leather cover

Amazon Lightweight and Water-Safe, Foldable Protective Cover

CoBak PU leather cover with card slot, hand strap and stand

MoKo Floral, slim PU shell Kindle cover with hand strap and stand

MoKo Apricot Blossom / flexible transparent TPU back cover

FINTIE Slim shell PU Leather Kindle Cover

UK deals on Kindle Paperwhite and Colorsoft cases

MoKo Dark Sea Blue Lightweight Shell Cover

Amazon Lightweight and water-Safe, foldable, protective fabric cover

Amazon Lightweight, foldable premium Leather cover

MoKo Floral, slim PU shell Kindle cover with hand strap and stand

MoKo Agave Green Lightweight Shell Cover

FINTIE Slim shell PU Leather Kindle Cover

FINTIE Agave Green slim shell PU Leather Kindle Cover

There are only a few hours left to get the Amazon Echo Spot for $39.99 (was $79.99) on Amazon US or for £52.24 (was £79.99) on Amazon UK.

• Browse the full Amazon Prime Day sale

That's an incredibly good price for a smart speaker that is designed to sit in your kitchen, office or bedroom and give you access to Alexa+, Amazon's AI that you can have natural-sounding conversations with. Time to forget all those weird ways you had to talk to Alexa in the past. It helps you manage your calendar and schedule, and it remembers things about you — like what you like and don't like to eat.

And if you've got a connected series of Smart Home devices then Alexa+ can fit right in and start managing them for you, so you can say things like "turn off the light in the kids bedroom".

Obviously it's great at organising your shopping, but it's also great for managing your music. You can say things like "Play songs like the ones we played last weekend" or "skip all the sad songs".

I've been waiting to get a smart speaker for my kitchen and the Amazon Echo Spot ticks all the boxes.

Today's best Amazon Echo Spot deals

The latest Amazon Echo Spot is great for nightstands, offices and kitchens. It's a smart alarm clock that's designed for Alexa+, so you can chat away using AI. This great Prime Day deal offers a massive 50% off, too.View Deal

The latest Amazon Echo Spot is great for nightstands, offices and kitchens. It's a smart alarm clock that's designed for Alexa+, so you can chat away using AI. This great Prime Day deal offers a massive 50% off, too.View Deal

More Prime Day deals in the US

• Amazon Devices: Fire Sticks & Echo from $18
• Amazon Haul: viral gadgets, tech & appliances from $1.99
• Apple: MacBooks, AirPods & AirTags from $29
• Beauty: 50% off toothbrushes & hair tools
• Cheap TVs: smart TVs from $69.99
• Garden: tools, mowers, planters from $24.99
• Headphones: 50% off Beats, Bose & Samsung
• Laptops: Apple, HP & Dell from $199
• Mattresses: Sealy, Serta & more from $186
• Patio: outdoor furniture, rugs & decor from $19.99
• Sports: 50% off fitness gear, treadmills & clothing
• Vacuums: Dyson, Shark & Bissell from $34

More Prime Day deals in the UK

• Amazon Prime: get a 30-day free trial
• Amazon Devices: Fire, Ring & Blink from £13.99
• Amazon Haul: up to 30% off
• Apple: up to 33% off AirPods & Apple Watch
• Appliances: up to 45% off Ninja & Tefal
• Beauty: up to 60% off Philips & Oral-B
• Essentials: household goods from £5
• Fans: from £20
• Fashion: up to 50% off
• Gaming: £90 off PlayStation 5
• Headphones: up to 50% off Beats & Sony
• Laptops: from £149
• Tablets: Samsung & Lenovo from £79.99
• Toys: up to 25% off Lego and Tonies
• TVs: from £129.99
• Vacuums: up to 40% off Shark & Roborock
• Wearables: up to 30% off Garmin & Oura

The ordeal has left fans forced to either miss out on a once-in-a-lifetime opportunity or scramble to find new tickets, often costing more and for worse seats.

(Image credit: Shafkat Anowar)

• The Nintendo Switch 2 is now the second fastest-selling video game hardware in US tracked history
• The console sold 5.9 million units by the end of its first year of release
• The PS5 and Xbox Series consoles have seen a drop in sales due to price hikes

The Nintendo Switch 2 has just hit a huge sales record in the US within its first 12 months of release, but Xbox and PS5 console unit sales have seen a steep decline.

According to a new report from Circana, the Switch 2 was the best-selling hardware platform in both units and dollars for May and 2026 year-to-date, achieving a US install base of 5.9 million units by the end of its first year of release.

This makes the Switch 2 the second fastest-selling video game hardware in US tracked history, behind the Game Boy Advance, which sold 6.5 million units in its first year.

Thanks to the Switch 2, overall spending on gaming hardware has increased by 38% to $249 million, compared to one year ago.

However, due to recent price increases, PS5 spending was down 43% and had a significant 58% drop in unit sales, while Xbox Series hardware spending grew 7% versus a year ago, but unit sales fell by 12%.

As a result, "PlayStation hardware unit sales fell to their lowest May total since May 2000, while Xbox hardware unit sales were the lowest ever recorded for a May month."

Microsoft yesterday announced that, effective August 1, 2026, the price of the Xbox Series X and Series S consoles will increase by $100 for 512 GB models and $150 for 1 TB models. The company will also be sunsetting its 2TB model, a result of the ongoing memory crisis.

We've spent all week trawling through Amazon's Prime Day sale and it's been a doozy, with some record-breaking deals, first-time discounts and a flurry of top-rated products at excellent prices.

It's also been a week where the importance of saving some cash feels more pertinent than ever; Apple just announced price increases on many of its latest products, while Microsoft announced yet another price hike for the Xbox.

Meanwhile, GTA VI pre-orders launched but with an undercurrent of frustration at the code-in-a-box physical copies, and the Steam Machine pricing was finally revealed and met with a sigh of frustration.

That aside, it's been a genuinely good Prime Day this year. Deals might be fewer in volume than they once were, but they feel better curated, and that's a win for fans of big-name brands such as Apple and Samsung as well as broad-appeal household names including Ninja, Dyson and more.

So, I've asked each of the TechRadar team (or at least, those who were available) to tell me about their favorite products currently on offer. Act fast; sales end tonight at midnight.

Note: some products are only on sale in specific countries, but I've indicated where that is the case

Best Amazon device deals

Starting strong with some of the best deals every Prime Day; naturally, these are on Amazon's own devices.

It's a topic myself and my colleage Mackenzie Frazier, our lead deals editor and savings expert in the US, agree on:

"I say this every Prime Day, but the best deals are always on Amazon's own devices. Every year, I end up buying an Amazon device I've had my eye on because the gadgets are on sale at record-low prices and offer fantastic value.

"This year's sale includes record-low prices on Kindles, Echo Speakers and smart displays, Blink security cameras, Ring Doorbells, and Fire TV Sticks. Amazon devices are rarely discounted otherwise, so it's worth taking advantage of the deep discounts Prime Day offers."

Echo Dot Max

(Image credit: Lance Ulanoff / Future)

My own top pick is on Amazon's latest and greatest Dot; the Echo Dot Max. Aimed at a more discerning audiophile audience, the Dot Max packs an 0.8-inch tweeter and 2.5-inch woofer, and while on its own it's a little pared-back, the real power is in rigging up the Dot Max with another Dot Max, some Echo Studios and even an Echo Sub for surround or stereo sound.

Plus, it's powered by the zippy AZ3 chip for faster Alexa experiences, and it's Alexa+ compatible right out of the box. It's at a record-low price in both the US and the UK, so it's well worth checking out.

Kindle Colorsoft

(Image credit: Future / Lance Ulanoff)

Our Editor-at-large Lance Ulanoff suggests one of his favorite gadgets:

"If you love to read graphic novels but hate carrying them around, the Amazon Kindle Colorsoft my be your perfect gadget.

"It's the size of a monochrome E ink Kindle, but brings full color for the comics and photo-rich magazines. This is the best price I've ever seen and makes it easy to choose it over the Kindle Paperwhite. Plus, you can carry around dozens of great graphic novel reads and never feel the weight."

Best computing dealsLogitech Lift Mouse

(Image credit: Logitech)

Our Phones Editor Axel Metz is up next with some personal experience on desk ergonomics.

He says: "I was always pretty skeptical about vertical mice, until I began to notice aching pain in my elbow and wrist after using my conventional mouse for only a few hours. Normal mice force our forearms into a twisted, unnatural position, which can lead to repetitive strain injuries (RSIs) of the sort that stop you working altogether.

"Vertical mice like the Logitech Lift aim to neutralize that awkward alignment, putting your hand at a more comfortable, natural-feeling 57-degree angle. I switched to the Lift almost two months ago, and I'll never go back to a conventional mouse. It's currently on sale at Amazon in both the US and UK, though even if it wasn't, it'd still be worth the investment."

AutoFull M6 Ultra 2.0

Our News Writer, Isaiah Williams, really knows how to live, judging by this pick:

"If you're on the lookout for a new gaming chair that effectively ticks all the boxes in terms of comfort, adjustability, and longevity, then the AutoFull M6 Ultra 2.0 is your best bet. The UK has the leading deal, where it's currently 19% off, available at £483.99, down from £599.99, but in the US you can save a neat $100, too.

"While that still seems like a steep price to pay, you're certainly getting your money's worth, especially if reclining is a must (and you want to avoid snapping your back like I almost did with my old chair). With dual-zone massaging, 2-in-1 ventilation and heating, and dynamic lumbar support, there's not much more to ask for."

Dell 14 Plus

Matt Hanson, our Managing Editor of Core Tech and expert in all-things computing, has a great laptop recommendation, especially in light of the recent MacBook Neo price increases.

"Thanks to a massive $570 price cut, the Dell 14 Plus is now cheaper than the MacBook Neo, but it's the same price; however it offers a much better spec thanks to its 6-core AMD CPU, 16GB of RAM and 512GB SSD. It's a great example of a Windows 11 laptop now being much better value than the Neo after Apple's rather drastic price rises."

Note: this deal is only available in the US

Processor: AMD Ryzen AI 5 340
RAM: 16GB
Storage: 512GB

The Dell 14 Plus is one of our favorite mid-range Windows laptops thanks to its excellent design and competitive specs. If I were looking for a decent everyday laptop for everything from work to demanding productivity applications, then I'd be very tempted by this deal.View Deal

Best phone and tablet dealsiPad Air (2026, M4)

(Image credit: Lance Ulanoff / Future)

Another from Axel Metz here:

"The iPad Air fell victim to Apple's unexpected-but-sort-of-expected price hikes this week, making Amazon's Prime Day deals on that very product all the more appealing.

"Indeed, the model keeps dipping in and out of stock at various retailers, suggesting buyers are rushing to make use of this rare (and perhaps never-to-be-seen-again) buying opportunity.

"As iPads go, the iPad Air is a great all-rounder tablet. It's powered by Apple's superfast M4 chip and boasts a crisp Liquid Retina display, making it perfect for both streaming and productivity."

Best audio, TV and home entertainment dealsWiiM Sound / Sound Lite

(Image credit: WiiM)

Our Global Editor-in-Chief, Marc McLaren, is emphatic in his recommendation for WiiM deals this Prime Day:

"Six months ago I made the biggest change to my audio setup in about 15 years: I ditched Sonos and bought myself a WiiM Sound.

"Don't know WiiM? It's a relatively new AV company which has won itself a ton of fans through its streaming devices, amps and — now — it's standalone smart speakers. The WiiM Sound was its first smart speaker, and having owned one for six months I want to sing its praises to the world.

"And there's plenty to be vocal about — for instance, its surprisingly full, bass-friendly sound, 100W of power, excellent connectivity and — best of all — its love of hi-res audio: it supports up to 24-bit/192kHz tunes and plays nicely with the likes of Qobuz and Tidal.

"The color touchscreen is another nice feature, although if you want to save a little cash you can ditch that and buy the Sound Lite instead — there's no other difference between them. Or better still, buy both and pair them in a multi-room setup; your ears will thank you."

Sony WH-1000XM6

(Image credit: Peter Hoffmann)

Our Senior Editor of Engagement, Amelia Schwanke, recommends something I see her constantly using in our office to block out the noise (it's me, I'm the noise):

"I'm not the first person to sing the praises of Sony's flagship headphones and I know I won't be the last. Beloved by most of the TechRadar team, the WH-1000XM6 sit atop our best headphones guide — a spot their predecessor-but-one, the WH-1000XM4, held for a long time before them.

"There's good reason for that, too. They ticked just about every check box in our testing, from expansive sound quality to the comfortable design for all-day wearing. The only real downside is the price, which is exactly why the Prime Day discounts this week are the deals I'd pull out of the sale first.

"Over-ear headphones of this quality don't come cheap, making sales like this the ideal time to finally act on a wish-list purchase. I promise you, if you've seriously been considering buying them, you won't regret it. I wear mine every day and won't travel without them anymore."

Sennheiser HD 660S2

Another headphone pick here, but more for the music producers among you; this comes from our Reviews Editor Josh Russell:

"As both an audio reviewer and someone who produces music in his free time, I'll admit I've had my eye on the Sennheiser HD 660S2 for a long time.

"With their open-backed design, they're able to really precisely convey a sense of space in the music you're listening to. On top of this, the spread of their frequency range is canyon-esque, stretching from 8 - 41,500Hz, for seriously expressive sound. And now you can buy them for $321 / £181 off on Amazon, I'm fully ready to add these to my basket."

AirPods Max 2

Our fabulous Audio Editor, Becky Scarrott, is my go-to for all things earbuds and headphones, and she's got a top pick for the US:

"Yes, these are the new new, second-generation March 2026 edition AirPods Max 2, with the H2 chips (I know, one in each ear cup!) and all of the upticks in performance that brings.

"What are the upticks I speak of? Of course: ANC that's 1.5 times better than before (I tested them side by side and I can vouch for that claim; it's almost scarily good for that serene bubble of silence effect), punchier audio, gestural support, Live Translation, Conversation Awareness and the Camera Remote on the digital crown. And while many might have predicted an Apple-style $50 saving for Prime Day (yawn), this $150-off steal is crazy! Nobody had this on their bingo card for Prime Day.

"Let me be abundantly clear: the noise cancellation, sound and overall user experience here are all hugely upgraded, even if the aesthetic is unchanged — and I know, because I reviewed them…"

Note: this deal is only available in the US

Amazon has the all-new AirPods Max 2 on sale for $399, which is the lowest price we've seen. The over-ear headphones now include Apple's H2 chip, which delivers adaptive audio, personalized volume, and improved voice isolation, resulting in superior sound. You're also getting up to 1.5x more Active Noise Cancellation and 20 hours of battery life.

Read our full AirPods Max 2 reviewView Deal

Bose QuietComfort Ultra Earbuds (Gen 2)

Next up from Becky, a neat UK deal:

"Just look at my 'Sonic Sangria' set though! I get so many compliments wearing them, honestly. And now, they're £40 cheaper than I've ever seen them, because Black Friday late last year was the first-ever saving I saw on this set of 5-star late 2025-release noise-cancelling earbuds (reviewed by yours truly), which saw them go from £299 to £249.

"For me, at £209 the ANC makes them a no-brainer if you need noise cancellation in an in-ear design. Here's the other thing: Bose products rarely ever see discounts, and that is because they basically walk all over anything else on the market for noise cancellation (except maybe Apple's AirPods Pro 3 — but if you don't own an iPhone, I don't recommend those, whatever the deal). A lowest-seen fee on a truly excellent set of new earbuds from Bose? Yes please."

Note: this deal is only available in the UK

Prime Day deal alert! The Bose QuietComfort Ultra Earbuds (2nd Gen), our 'best overall' noise cancelling earbuds choice, are currently enjoying a £90 discount at Amazon. View Deal

Bose SoundLink Flex Gen 2

(Image credit: Future)

Our Senior Reviews writer and bluetooth speaker aficonado Harry Padoan recommends this deal:

"A huge saving on the Bluetooth speaker I use at home just about every day. The Bose SoundLink Flex Gen 2 offers a delightful blend of clean, well-balanced sound, stellar looks, and a durable build — with a drop-resistant and IP67 waterproof design.

"I also love how easy it is to customize via Bose's companion app, its programmable shortcut button, and its range of funky colors. At less than $100 / £100, this is an absolute steal."

LG B5

So, what about TVs? Well, James Davidson, our TV Hardware Staff Writer who constantly has his eyes glued to some kind of big screen, says:

"The best value OLED TV you can get right now is the LG B5. Its successor the B6 has arrived, so there's no better time to buy the B5. It delivers brilliant picture quality with rich colors and strong contrast, with those inky black tones you look for in an OLED, as well as super-smooth motion that's perfect for sports.

"It's also a superb gaming TV, kitted out with four HDMI 2,1 ports, supporting 4K 120Hz, full VRR including FreeSync and G-Sync and it boasts a measured 9.1ms input lag for razor-sharp gaming performance.

"At this size and price, you won't find many better TVs."

Note: this deal is only available in the UK

LG's best value OLED hits its lowest ever price with this Prime Day deal, with the 48-inch LG B5 hitting £549, superb value for a 48-inch OLED. Perfect for bedroom gaming, the B5 has a full suite of gaming features and delivers smooth gameplay. View Deal

Best home and appliance dealsRoborock Saros 10/R

(Image credit: Future)

Ruth Hamilton, our Collections Editor, has extensive experience in vacuums and robovac testing, and she's a real sucker for her top pick:

"This is one of my most-used gadgets — I've been using my Saros 10 robot vacuum every night for the past two years, and it's the main thing preventing me from being overwhelmed by dog hair. With 42% off in the UK it's now at a new lowest-ever price (In the US, the more performant 10R is 45% off; bonus!) — the reason for that chunky price drop is likely because a few newer Roborock bots have since joined the fleet, but the Saros 10 is still an incredible performer, more than holding its own against newer options I've used.

"The vacuuming is efficient and effective, the navigation and object avoidance is reliable, and the mopping is effective and thorough. Plus, it comes with a dock that takes care of a bunch of maintenance tasks, so I barely need to get involved at all."

Philips Baristina

Our Homes Editor Cat Ellis (who is also a trained barista) comes in with this recommendation, but unfortunately this one's a US-exclusive:

"The Philips Baristina is the smallest bean-to-cup coffee maker I've ever tested, and also one of the best. It's incredibly easy to use, doing all the dosing, grinding, and tamping for you before pulling your shot of espresso — and unlike most automatic coffee makers, it's a piece of cake to keep clean.

"It's a great option if you're just getting into coffee, or thinking of upgrading from a capsule coffee maker to fresh beans."

Note: this deal is only available in the US

The Baristina is a compact coffee maker that makes brewing delicious espresso effortless, and it's half price at Amazon. It was already one of the cheapest bean-to-cup machines around, so this deal is frankly amazing.View Deal

Suri 2.0 electric toothbrush

(Image credit: Future)

This comes from our Senior Deals Editor, James Pickard, who's a deft hand at finding the best deals during events such as Prime Day.

He says: "When I picked up the Suri Sonic Electric Toothbrush, I wasn’t too sure what to expect. Over $50/£50 feels like a lot for an electric toothbrush, but the Suri, with its 40-day battery life, magnetic mounting, aluminum body and plant-based heads, and convenient charging options, all changed my mind. It’s been 100% worth the investment.

"Not only does it do its job incredibly well, but all of those key features are so useful. I can count on one hand the number of times I've had to charge it so far, while the body and brush heads feel so much nicer to use than the usual icky plastic designs."

Best fitness & wearables dealsSamsung Galaxy Watch Ultra

(Image credit: Future / Lance Ulanoff)

Matt Evans, our Senior Fitness and Wearables Editor, is keeping his recommendation short and sweet:

"You can get 47% off in the US and 45% off in the UK on the very popular Samsung Galaxy Watch Ultra, its top watch with up to 100 hours of battery life, rugged nigh-unbreakable case, and fitness tracking/navigation features to rival the Apple Watch Ultra."

Speaks for itself!

Garmin Vivoactive 5

(Image credit: Future)

Graham Barlow, our Senior Editor of AI by day, Brazilian jiu-jitsu expert by night, is impressed by this year's Garmin Vivoactive deal:

"I've been waiting for Amazon Prime Day to get a smartwatch. I wanted one that had a long battery life (11 days) and could cover all the bases like general notifications, step counting, sleep tracking and health information.

"I found that the Garmin Vivoactive was hard to beat. The latest Garmin Vivoactive is version 6, but the previous version 5 still has most of the features that you'll use all the time, and it's available for a knock-down price thanks to an Amazon Prime Day deal that's still going.

"In the US, it's currently 37% off, now $189.99 (was $299.99), but it's not sold at list price there at all this year. However, in the UK, you can get the Vivoactive 5 for £141.55 (was £209.99) which is a huge 33% saving.

"Yes, version 6 has a few extra features like smart alarm clock and a Body Battery score, but all the essentials are still available in the Vivoactive 5, for a lot less."

Oura Ring 4

(Image credit: Future/Matt Evans)

Another from Matt Evans here, but I can also concur as I write this while wearing one;

"This huge price cut shaves £150 off the Oura Ring 4 in the UK due to the appearance of the 5 last month, but at this price the 4 is clearly the better-value option. Even with the premium subscription, it's a good deal for Oura's exceptional smart ring — it's like getting 2.5 years free. It's a similar deal in the US, with the Oura Ring 4 reduced from $349 to just $226."

Best gaming dealsThrustmaster ESWAP X2

(Image credit: Future/Rob Dwiar)

Our Managing Editor of Gaming and Entertainment Rob Dwiar picked out a controller I'm putting straight in my basket, especially at its low UK price.

He says: "This premium Xbox and PC controller is down to a stupidly low price right now. It's the Xbox controller I use most, and has a wonderful modular design so you can shape it how you want, as well as excellent buttons with quick actuation, and a robust design and build quality. Great value at this wildly low price in the UK."

The US deal isn't quite as mind-blowing but it's a decent deal on a great product nonetheless.

SteelSeries Arctis GameBuds

(Image credit: Future)

Rob's feeling greedy today as he's offered another option for gamers:

"Literally the best gaming earbuds money can buy in our eyes, and now down to a ridiculous lowest-ever price with nearly 50% off.

"If you want a set of gaming earbuds, no matter the platforms, that can do it all, from great features to comfort, and awesome audio to super battery life, then these are the buds to get right now."

SteelSeries Arctis Nova Elite

And Rob also spotted another deal well worth checking out (steady on, mate) in excess of the two picks above available on both sides of the pond, this time a UK-exclusive on the SteelSeries Arctis Nova Elite;

"The most complete premium headset on the market right now, and the best gaming headset I have ever tested, the Elite is a high-end beast that offers everything. This 10% discount takes it down to a record low too, so now the best in the biz can be yours for less."

A whole 10% off the best gaming headset I have tested is a big deal for one this premium and new. If you're looking for the complete gaming headset experience in one awesome bit of kit, then this is it.View Deal

Dell 14 Plus

Matt Hanson, our Managing Editor of Core Tech and expert in all-things computing, has a great laptop recommendation, especially in light of the recent MacBook Neo price increases.

"Thanks to a massive $570 price cut, the Dell 14 Plus is now cheaper than the MacBook Neo; however it offers much better spec thanks to its 6-core AMD CPU, 16GB of RAM and 512GB SSD. It's a great example of a Windows 11 laptop now being much better value than the Neo after Apple's rather drastic price rises."

Processor: AMD Ryzen AI 5 340
RAM: 16GB
Storage: 512GB

The Dell 14 Plus is one of our favorite mid-range Windows laptops thanks to its excellent design and competitive specs. If I were looking for a decent everyday laptop for everything from work to demanding productivity applications, then I'd be very tempted by this deal.View Deal

Hopefully there's something above for everyone — but remember, Prime Day finishes today, so if you don't want to miss out, make sure you don't leave it too late. See you next year!

• FCC Chairman seeks public consultation regarding E-Rate program
• Introduced in 1997, it offers schools 20-90% discounts on internet
• School bus Wi-Fi has already been pulled amid educational impact concerns

The FCC is considering ending the long-running E-Rate program in the US, which currently provides around $2 billion annually to help public facilities like schools and libraries pay for internet connections and networking infrastructure.

Chairman Brendan Carr has ordered a review of the scheme to determine whether it still fulfils its original purpose.

It launched in 1997 as a way to democratize access to internet during the web's infancy, but rising screen time is now being slated for impacting education.

FCC worries about internet's impact on schoolchildren

Carr referenced research that linked excessive screen use with lower reading performance, declining math scores, poorer cognitive development and more distraction.

"More than half of students now use a computer for up to four hours a day, and a quarter of them spend more than four hours on screens," he said.

A notice now asks whether the E-Rate program should be limited or sunset entirely, and the FCC is now seeking public consultation. Some potential measures could include new safeguards around educational use, a reduction in funding or even ending the program entirely.

The FCC already pulled funding for Wi-Fi on school buses in a bid to reassert the program's position as one to support educational internet use – not one to provide schoolchildren with Wi-Fi for personal use.

Current discounts for schools and libraries range from 20-90%, with lower-income and rural locations typically receiving more support. Pulling the funding could impact these regions more.

Senator Ed Markey (D-Mass) warned it could reverse nearly three decades of work.

As for now, the future of E-Rate remains unconfirmed.

Depending on where you reside, over the last 72 hours, you'll have lived through a pretty intense heatwave, significant lightning and thunderstorms, or just, er, something (perhaps even everything) in between.

Luckily, the weather is nothing if not changeable. So if you can't get outside now, you absolutely will be able to very soon. And if you're tired of listening to music indoors and want to get out into nature, one of these portable little beauties is the way to go.

• Browse the full Amazon Prime Day sale

All of these deals have been tested and approved by TechRadar, and all are heavily discounted right now. That said, I can't promise how long said savings will last, since you may have noticed it's Amazon Prime Day right now — until midnight at least.

Which to pick, since we're in a rush? That depends. For me, you simply cannot go wrong with the Ultimate Ears Wonderboom 4 as a travel companion; it's mug-sized, you can stereo-pair two of them, it's more than loud enough for the tent or picnic table, and the audio is tight and accurate.

Both the Tribit Stormbox Micro 3 and slightly older JBL Go 4 are cheaper and smaller than the UE Wonderboom, so better suited to a solo trip, where the Bose Soundlink Flex 2 and JBL Flip 7 are that bit bigger if you're looking to start a party.

The JBL Grip is a relatively new model for the Bluetooth speaker and hi-fi giant, and I have to say, that purple finish is delightful, isn't it? But for me, top of the style pile would be the Bang & Olufsen Beosound Explore. It's like a very very chic can of beans that plays music and totes a carabiner. I feel as if I'm not selling it well with that description, but trust me, it's a handsome little speaker.

Need something bigger, ideally with a shoulder strap? The Tribit Stormbox Lava is a great shout at this price. For audio quality, I didn't love it at full price, but you can't really complain when it's $45 off… and in that 'not too big, not too small, just right' Goldilocks area of speakers, is the wine bottle-shaped JBL Flip 7. And that sounds every bit as good as its dimensions can possibly allow.

OK then, happy shopping, and get ready for that rain-check!

The cheap Bluetooth speakers we recommend

Ultimate Ears Wonderboom 4

JBL Go 4

Tribit Stormbox Micro 3

Bose SoundLink Flex gen 2

Tribit Stormbox Lava

JBL Grip

JBL Flip 7

Bang & Olufsen Beosound Explore

Nayef Samaro, 25, was killed in an Israeli military raid on Nablus, in the occupied West Bank, as he prepared to meet his wife at the hospital for the birth of their first child.

(Image credit: Ruth Sherlock)

I am extremely pumped for GTA 6 now, with my hype getting a huge injection this week with GTA 6 pre-orders opening up.

It's going to be such a huge release and moment in video games and wider culture, and we're almost there. Almost. We just have a few months to go before it'll start arriving through the internet or through our doors.

And so in the meantime, as well as other games in one's backlog, some folks, like me, might be wondering what to play for a bit of GTA 6 preparation. So I've racked my brains and consulted with colleagues to come up with the list below, any of which would be perfect to play in the run-up to GTA 6. Be they blockbusters from Rockstar (obviously), crime boss-themed games, fabulous driving games, and open world beauties, all of them echo some part of what makes the Grand Theft Auto series so special.

• View all of Amazon's current prices and Prime Day deals on video games

Even if these games aren't part of the wider Amazon Prime Day deals, they're still absolutely worth your time and money — some of them are a bit older too, so offer great value — and are great experiences in their own right.

Amazon Prime Day game deals

• PS5 games: God of War Ragnarok for just $32 and more
• Xbox games: loads of deals, including NBA 2K26 for just $10
• Nintendo Switch 2 games: Save $12 on the likes of Cyberpunk 2077 Ultimate Edition

Games to play before GTA 6

Grand Theft Auto 5 (PS5)

Cyberpunk 2077: Ultimate Edition (PS5)

L.A. Noire (Xbox One)

Mafia Trilogy (PS4)

The Precinct: Limited Edition (PS5)

Forza Horizon 6 (Xbox Series X)

Mafia: the Old Country (PS5)

Payday 2 Crimewave Edition (Xbox One)

Red Dead Redemption 2 (PS4)

Crime Boss: Rockay City (PS5)

Saints Row: The Third: Remastered (Xbox One)

Grand Theft Auto 6 (PS5)

More Prime Day deals in the US

• Amazon Devices: Fire Sticks & Echo from $18
• Amazon Haul: viral gadgets, tech & appliances from $1.99
• Apple: MacBooks, AirPods & AirTags from $29
• Beauty: 50% off toothbrushes & hair tools
• Cheap TVs: smart TVs from $69.99
• Garden: tools, mowers, planters from $24.99
• Headphones: 50% off Beats, Bose & Samsung
• Laptops: Apple, HP & Dell from $199
• Mattresses: Sealy, Serta & more from $186
• Patio: outdoor furniture, rugs & decor from $19.99
• Sports: 50% off fitness gear, treadmills & clothing
• Vacuums: Dyson, Shark & Bissell from $34

• Physical Editions of Grand Theft Auto 6 won't come with a disc
• Many fans are disappointed, and it's stirred conversation about the value of physical and digital games
• Fans in 2013 had similar conversations with the launch of GTA 5

Now that Grand Theft Auto 6 pre-orders are live, it feels like the countdown to the game's launch later this year can truly begin in earnest. And yet, despite the hype around the most anticipated game of all time, some fans are disappointed by the announcement that physical editions won't come with a disc, but rather a digital download code in the box.

It has stirred up conversation around whether physically owning the game even matters in the grand scheme of things; dedicated fans who have waited a long time for GTA 6 will buy the game either way, right?

"Obviously I’m going to get this game but 13 years of waiting & this is all physical editions are getting? A f****** code in a box? For the biggest game to ever launch & that’s all the effort you’re putting in for physical? So damn disappointed man," one said.

But it seems that even during the launch period of GTA 5 all the way in 2013, fans were debating the value of physical and digital games, though it seems that many leaned on the side of being able to physically own their copy.

"I have been playing the game since launch, because my brother bought it and never played it. He recently moved and took the game with him, so I need to buy it myself. I have an external hard drive which I can store the game on so I don't have to worry if the Xbox breaks. Now what would you recommend?" asked a fan on a 12-year-old Reddit post.

One fan jumped to say that "Physical is seemingly better in every way aside from you have to remove the disk [from the console]."

Others agreed, with one saying, "Plus, if you ever want to get rid of it, you can always trade it in for another game or sell it."

However, it's a different conversation today as GTA 6 physical editions will have a download code instead, unlike GTA 5 over a decade ago, meaning players won't be able to resell their copy later on.

@techradar

♬ original sound - TechRadar

One fan disagreed, saying, "Wow. Really everyone is still on physical what is this the 20th century?" But another argued that physical is better because they could display their collection proudly.

"Physical, as the price is usually the same as digital," a user replied, but nowadays, that's not typically the case, while another said "Physical, cause you get the map. Not cause its useful just cause its cool!"

Sadly, unlike GTA 5 and even Red Dead Redemption 2, neither the Standard nor the Ultimate Edition of GTA 6 will include a map.

Before GTA 5 was released, hours of gameplay footage leaked online after early copies were illegally uploaded to torrent sites. One explanation for GTA 6 physical editions not including a disc could be that Rockstar is trying to minimize the potential for leaks this time around.

Some fans also considering skipping the day one purchase in hopes of a disc being produced later down the line. However, for now, it looks like all players will own a digital license for the game instead.

GTA 6 launches on November 19 and will cost $79.99 / AU$129.95 / £69.99 for the Standard Edition and $99.99 / AU$159.95 / £89.99 for the Ultimate Edition. Pre-loads begin on November 12.

Ask Google for a query like “best web hosting”, and you get a page with 10 blue links. Ask ChatGPT the same thing, and you get one name. That single difference is quietly rewriting how brands get found, and it's why your marketing team keeps arguing about a three-letter acronym most people hadn't heard of a couple of years ago: AEO!

This is the SEO vs AEO question.

SEO (Search Engine Optimization) is the game of ranking pages on search engines like Google so people click through to your website.

AEO (Answer Engine Optimization) is the game of becoming the answer the AI hands back.

So which one do you actually need? Well, Both.

They're different jobs: AEO runs on top of SEO, and in 2026 you can't afford to pick one. The longer version, with real searches, real screenshots, and the parts most guides quietly skip, is what the rest of this is for.

Key takeaways

• SEO and AEO chase different prizes: SEO ranks your page to win the click; AEO gets your brand named inside the AI's answer.
• The user journey is forked: A huge share of searches now end inside the AI answer, with no click and no website visit at all.
• Ranking and getting cited aren't the same thing: Pages can rank number one and never get cited, while others get cited without ranking anywhere near the top.
• AEO can't replace SEO; it runs on it: If your content isn't indexable, authoritative, and trusted, the AI can't discover you, quote you, or trust you.
• E-E-A-T is the edge: Real firsthand experience and a track record under your own name are what push you into AI citations.
• The real goal is search everywhere optimization: Visibility now means showing up across Google, AI Overviews, ChatGPT, YouTube, Reddit, etc., and not just page one.

SEO vs AEO at a glance

Dimension

SEO

AEO

Goal

Rank pages and drive clicks to your site

Get cited and become the answer the AI gives

User journey

Query → results page → click → website

Query → AI answer → often done, no click

What you compete for

A position in the list

A mention in the answer

Main signals

Backlinks, internal links, technical SEO, page speed, keyword relevance

Authority, expertise, original research, brand mentions, clear factual statements, structured content

Query type

Short keywords ("best VPN")

Full conversational questions and follow-ups ("what's the best VPN for streaming?")

Success metrics

Clicks, sessions, rankings, conversions

Citations, mentions, brand recall, share of AI voice

Where you win

Google's results page

AI Overviews, LLMs

What is AEO?

AEO is the practice of getting your content surfaced and cited inside AI-generated answers, the kind you get from Google's AI Overviews, ChatGPT, Perplexity, etc. Instead of optimizing a page to rank in a list, you're optimizing your brand to be the source the AI pulls from and names.

The shift is subtle but total. You're not competing for a position anymore but for a mention. That rewards different things like authority, original research, clear factual statements a model can lift, and your brand showing up trusted across the web.

What is SEO?

SEO is the practice of optimizing your pages and your wider web presence so they rank higher in search results, mostly Google & Microsoft Bing, and pull in organic traffic. You target keywords, build pages that deserve to rank, and earn the clicks that turn searchers into visitors.

It's been the backbone of getting found online for two decades, and it's also the foundation AEO now stands on.

Let’s start by understanding the core differences between AEO and SEO and how you can use both to maximize your visibility in modern search platforms.

SEO vs AEO: The difference 1. Purpose: What are you actually optimizing for?

I asked ChatGPT for the best free VPN. It thought for ten seconds and gave me a verdict: Proton VPN Free. It also gave a short explanation and a small table of other options for different use cases.

(Image credit: Future)

Then I ran the same query through Google, and the response was classic. TechRadar at number one, CNET at two, Security.org at three, and Proton's own page at four. To get an answer out of that, I have to pick a link, read somebody's testing, and decide for myself.

(Image credit: Future)

The catch is, none of these lists agree (which they mostly never do). TechRadar's top pick is PrivadoVPN, but then CNET says Proton is the one it recommends, and Security.org leads with Hotspot Shield. That gives us three expert lists with three different winners.

Now, ChatGPT read all of them and handed back one name anyway. Proton. It didn't rank the pages. It read them, clocked which brand the sources trusted most, and turned that into a single answer.

That gap is the entire reason AEO and SEO are not the same job.

Here's the split:

SEO optimizes for rankings. You pick a keyword, build a page that earns its spot, and climb until people click through to you. The page is the unit you're working with. The click is the prize. Rank, pull traffic, convert. That's been the job for years.

However, AEO optimizes for answer selection. There's no list to climb because there's no list. The AI reads a stack of sources, blends them into one answer, and decides whose name makes the cut.

Ranking number one doesn't hand you the verdict. Notice that the #1 pick on the top ranking page and the brand ChatGPT actually named weren't the same. So, you're not fighting for a position. You're fighting to be the name that comes out the other side.

So the goals split clean down the middle:

SEO asks, "How do I rank?" AEO asks, "How do I become the answer?"

2. The user journey has fundamentally changed

Go back to that VPN search. When ChatGPT told me Proton, did I click anything? No. I read the answer, closed the tab, and if I wished to, I’d actually go to Proton VPN’s website to dive deeper or go on with my day. The journey ended before a single website got involved.

That's the shift, and it's bigger than it looks.

For twenty years, the path was a straight line. You type a query, you get a page of results, you click one, you land on a site. That’s a four-step user journey.

(Image credit: Future)

Until now, the click was the whole event. Every play in SEO existed to earn it, because the click was the moment a stranger turned into your traffic. Rankings produced clicks. Clicks produced visits. Visits produced money.

AI search snips two steps clean off that line.

(Image credit: Future)

The user asks, the machine answers, and a lot of the time, that's the end of it. Mostly, there is no results page or a click. The one move SEO was built to earn is now optional, and plenty of the time it never happens at all.

Now, the panic version of this says websites are dead, and nobody clicks anymore. That's wrong, and it's lazy. The journey didn't vanish. It forked. A lot of searches still end in a click, and here's the part worth holding onto:

The people who do click usually clicked because the AI already pointed them somewhere, which makes them more committed, not less.

So, technically you're not losing every visit. You're losing the cheap, idle ones and keeping the ones who came to buy.

3. Ranking factors vs citation factors

(Image credit: Future)

Ranking and getting cited run on different fuel. Treat them as the same job, and you'll optimize hard for half the game.

Google's ranking signals are the ones you know cold: backlinks, internal links, clean technical SEO, etc. This is all mechanical, measurable, and gameable. And honestly, you can audit them in an afternoon.

But AI citation signals are softer and harder to fake. It includes authority, real expertise, clear factual statements the machine can lift, etc. Less "did you build the page right," and more "are you a source worth trusting."

Now the part nobody plans for. The overlap is smaller than it looks. Plenty of pages rank number one and never get cited, because they're thin, rewritten, and say nothing original. And just as many get cited without ranking near the top.

You already saw it. In that VPN search, Proton's own page sat at number four on Google, yet it was the name ChatGPT handed back. Position four. Still the answer.

4. Keyword optimization vs query optimization

SEO trained us to talk like robots. Nobody asks a friend for the "best VPN." You search it that way because that's the keyword stem you learned ranks. We squeezed a real question into two words and called it strategy.

AEO hands the full question back.

SEO starts here:

best VPN, CRM software, email marketing platform.

AEO starts here:

What's the best VPN for streaming? Which CRM is easiest for a small team? How much does HubSpot actually cost?

Same intent, far more detail. And the detail is the opening.

The long tail comes back, bigger than before.

In old SEO, long-tail keywords were a coverage play. In AI, they're the main event, because the model splits one prompt into a pile of narrow sub-questions and pulls answers from whoever nailed each one. Answer the specific thing nobody else bothered with, win the mention.

Follow-ups become part of the job. A search ends. A conversation keeps going. "Best VPN for streaming" becomes "does it work with Netflix," then "is the free plan enough." Miss the next question, and you drop out of the answer.

And the query stops being a term. It becomes a task: "pick a CRM, set it up, and import my contacts." One prompt, a dozen decisions buried inside it.

Optimize for the stub, and you rank for words nobody says out loud. Optimize for the question, and you show up where the decision gets made.

5. Content structure differences

The structural difference comes down to order, not facts. A traditional SEO article makes the reader wait for the answer; an AEO-friendly article opens with it and breaks the rest into chunks a model can lift on its own.

So the facts barely change. The shape changes completely. And an AI won't reward your sharpest insight if it's buried under four paragraphs of warm-up.

Here's the structure SEO taught us to write vs the same content rebuilt for LLM extraction.

(Image credit: Future)

Notice what changed. Nothing about the facts. Everything about the order. The intro shrank, the answer jumped to the top, and the page broke into pieces that a model can lift one at a time.

Old SEO rewarded the slow build. AEO rewards the straight answer with the homework attached underneath.

6. The role of E-E-A-T is bigger than ever

E-E-A-T matters more under AEO because an AI can't verify you directly, so it leans hard on signals that you actually know the thing and that the web treats you as real. Experience, expertise, authority, and trust stop being a Google buzzword and become the difference between getting cited and getting skipped.

I'll skip the theory, because I've got a live example sitting under my own name.

Last year, I published a LinkedIn article: a hands-on review of the Apple Magic Trackpad after using it for fifty-plus days. It wasn’t a spec rewrite. In fact, I had actually used it for that time and then gave my honest feedback on the product under that article.

(Image credit: Future)

Here's where that one post ended up.

It ranks number one (the position might vary a bit based on region and other factors).

(Image credit: Future)

It's also the lead citation in Google's AI Overview for the same query.

(Image credit: Future)

And ask ChatGPT for a review of the trackpad, and usually my post is the first source it reaches for.

(Image credit: Future)

One post about a trackpad. Three surfaces. Organic, AI Overview, ChatGPT, all pointing at the same name.

That isn't luck, and it isn't schema. It's E-E-A-T doing exactly what it's supposed to, and I didn't fake a single signal.

The experience was real. Fifty days of using it is why the post talks about battery life and lag instead of the box copy, and a model can tell the difference between "I used this" and "I read about this."

The expertise was already on file. I've been a tech journalist for more than five years, with a long trail of hardware coverage attached to my name. The models have been reading that trail the whole time. That history is the credential, and you can't download it.

The trust is in the consistency. Same name, same kinds of topics, across the web, for years. So when an AI needs a safe source on trackpads, I'm a low-risk pick.

This is the part that generic AEO advice keeps missing. You don't earn this with a "reviewed by" badge and an author headshot. You earn it by doing the work in public, under your own name, long enough that the algorithms and the models stop doubting you.

7. Can AEO replace SEO?

No. AEO can't replace SEO because AEO runs on SEO. Pull out the indexable, authoritative content underneath, and the AI has nothing to find, nothing to quote, and no reason to trust you.

The honest way to picture it is layers, not a swap. SEO is the foundation. AEO is the floor you build on top of it. The foundation didn't vanish when AI showed up. You just stacked something new on it.

Here's the dependency, with no romance. An AI answer is stitched together from pages it crawled, indexed, and decided were credible. If you're not in that pool, you are not in the answer. Three plain failures follow.

If your content isn't crawlable and indexable, AI can't discover you. Block the AI bots in your robots.txt, or bury everything behind broken rendering, and you've made yourself invisible to the exact systems you're trying to win.

If there's nothing clean and substantial to pull, AI can't cite you.

And if nobody vouches for you, AI can't trust you. No authority, no mentions, no track record, and the model plays it safe by naming someone else.

You've watched this happen in all article. My trackpad post got cited across three surfaces because it ranked and earned authority first. Proton became the answer because it was already everywhere on the indexed, ranking web. Take the SEO away, and both of them drop out of the AI, too.

So no, this isn't the death of SEO. The "SEO is dead" headline is the laziest take in the room. AEO is the next layer, what good SEO becomes once an answer engine starts reading over your shoulder.

FAQsWill AEO replace SEO?

No. AEO won't replace SEO. AI answers get assembled from content that's already indexed, authoritative, and trusted, which is exactly what SEO produces. Strip the SEO away, and the AI has nothing to discover, quote, or trust. AEO is the next layer, not the replacement.

What are the 4 pillars of SEO?

The four pillars of SEO are technical SEO, on-page SEO, content, and off-page SEO. Technical keeps your site crawlable and fast, on-page optimizes individual pages, content answers what people are searching for, and off-page builds authority through links and brand mentions. Nail all four, and you've also laid the foundation AEO runs on.

Is AI SEO called AEO?

Mostly, yes. "AI SEO" is a loose umbrella term, and the specific practice of getting your brand into AI-generated answers is usually called AEO, short for Answer Engine Optimization. You'll also see it called GEO (Generative Engine Optimization) or LLMO. Different labels, same goal, i.e., be the source the AI cites.

Is SEO dead or evolving in 2026?

SEO isn't dead in 2026, but it’s evolving. Google still drives enormous traffic, and "SEO is dead" has been a recycled headline for more than a decade. What changed is the shape of the work: ranking pages now sits next to earning citations inside AI answers. SEO didn't die. It grew another layer.

Even though I think these cans deserve more online column inches, I'm going to be fairly brief since Amazon Prime Day ends at midnight — and I get it, you don't have much time to learn about them. That said, I do need you to know about it, so give me maybe four minutes of your time? You won't regret it.

• Browse the full Amazon Prime Day sale

I think if you have heard of them, the Cambridge Melomania P100 SE perhaps got a slightly bad rep on their release. Why? Oh, purely because they were a fairly minor update on the original — and excellent — P100, to add some DynamEQ software (a slightly more V-shaped, optional sound profile in addition to the beautifully integrated hi-fi listen the originals already came with), a cushier headband, and a new colourway.

But all of that is water under the bridge. All you need to know is: they're excellent, they have all of the key features you're going to want, they're comfortable — and I know this because my other half has had them for nearly a year now, and wears them every single day — and they're only £169 (was £249) at Amazon.

I cannot tell you the full value this represents. But as TechRadar's Audio Editor, I'm going to try, so let me start out by saying that these headphones have stood the test of time. My other half plays tennis and football, plus he cycles and surfs regularly, albeit not always in headphones (to be clear, there's no IP rating here, so don't head into the sea with these headphones) and so they're been in a few sweaty bags without issue.

And the sound? It's really, really good. But that's not actually why I gave them to him: we're both huge fans of What We Do in the Shadows and Toast of London, you see. And if you select 'Southwark' in the voice prompts menu, you get Matt Berry's outstanding voice prompts to update you on battery life, noise cancellation profiles and so on…

Today's best Cambridge Audio Melomania P100 SE deal

These are the newest, upgraded P100 cans (squishier headband and DynamEQ toggle, on top of the already-great ANC and supreme sound Cambridge is revered for). Even at full price I thought they were phenomenal value, so much so that I gave a set to my other half, and he's never stopped wearing them. At this price (i.e. cheaper than I've ever found to date), I think they're a steal. Did I mention that you get Matt Berry on voice prompts?View Deal

(Image credit: Future)

See, there they are, on his desk right now! We've got the fan on and the curtains closed (working from home in a heatwave, aren't we?) but soon, he'll put them back on and continue with his listening — which, if I know him, will be Public Service Broadcasting's Every Valley on a day such as this ("Retro? GO! Fido? GO!").

Not after cans this Prime Day? That's OK! My colleague Rowan has written about the corresponding, Matt Berry-enhanced earbuds from the brand, and I'll link a little Prime Day deal block below. Also, I've got a roundup of the best earbuds and headphones deals still live this Prime Day, which might help you out.

But for me, the over-ears are too good at this price to consider buds. If I could simply scream 'BAT!' and flap my wings over to an Amazon warehouse — although (whisper it) the deal's also live at Richer Sounds, if you prefer — and nab myself a pair so I didn't have to keep stealing his, I would.

Again, Prime Day ends tonight, at midnight (when Laszlo Cravensworth and the vampires of Staten Island all come out to eat, of course) so don't say I didn't warn you…

For a pair of earbuds with surprising noise cancelling and a lengthy battery life, sub-£80 is quite a bargain. According to Amazon's listing, this is the lowest price for the Melomania earbuds in the last 30 days, and though the pricing history isn't available right now, it leads me to believe that this is as good as it's going to get this Prime Day. View Deal

More Prime Day deals

• Amazon Prime: get a 30-day free trial
• Amazon Devices: Fire, Ring & Blink from £13.99
• Amazon Haul: up to 30% off
• Apple: up to 33% off AirPods & Apple Watch
• Appliances: up to 45% off Ninja & Tefal
• Beauty: up to 60% off Philips & Oral-B
• Essentials: household goods from £5
• Fans: from £20
• Fashion: up to 50% off
• Gaming: £90 off PlayStation 5
• Headphones: up to 50% off Beats & Sony
• Laptops: from £149
• Tablets: Samsung & Lenovo from £79.99
• Toys: up to 25% off Lego and Tonies
• TVs: from £129.99
• Vacuums: up to 40% off Shark & Roborock
• Wearables: up to 30% off Garmin & Oura

Ukraine launched a major nighttime attack on a dozen Russian regions, Russian-held Crimea and the surrounding seas, and Russia attacked various regions of Ukraine, as their war grinds on.

(Image credit: Kateryna Klochko)

The cause of the damage could not be independently verified, and authorities did not immediately issue a statement on the incident.

(Image credit: Ng Han Guan)

Apple raised prices on Macs, iPads, and other devices as AI data center demand drives up memory chip costs across consumer electronics.

The post Apple Raises Prices on Macs, iPads as Data Centers Drive Memory Shortage appeared first on TechRepublic.