Samsung TVs just got a massive free picture upgrade on Prime Video in world first
Anyone who owns a qualifying TV from Samsung's 2026 lineup is in for a treat, as they'll be able to exclusively enjoy the first look at a game-changing picture upgrade as HDR10+ Advanced makes its way to selected Prime Video content this month — and it comes at no extra cost too.
If you speak to any TV expert they'll let you know that resolution is only half the challenge when it comes to securing a great set-up, as while 4K can certainly provide a stunning image, it's an OLED panel and HDR-supported content that really shows the difference.
While many consider Dolby Vision to be the gold standard for content, it could soon be challenged by the introduction of HDR10+ Advanced, which promises a brighter and 'more immersive' picture quality.
Set to launch for the first time in August 2026, anyone with a Samsung TV released this year and an active Amazon Prime subscription will be able to get a first look at the new feature, and you won't want to miss out.
What is HDR10+ Advanced?
As the name suggests, HDR10+ Advanced is an upgrade on the already excellent HDR10+ standard, serving as the next generation of colours and brightness that could set the new standard when it launches.
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If you're unaware of how HDR content works, it offers significantly high contrast levels for the darkest and lightest parts of the image, provides significantly greater levels of brightness both overall and in smaller areas, and has access to a far wider range of colours with smoother transitions eliminating issues with banding.
It is – if applied correctly and on an optimised display – definitively the best way to view content, and HDR10+ Advanced promises to offer an even greater version of this though key improvements.
Not only is supported content going to be brighter and seem more immersive, but HDR10+ Advanced will also unlock the potential of two key features: Enhanced Overall Brightness, and Intelligent Motion Smoothing.
The former takes advantage of the higher brightness capabilities in the latest Samsung TVs, offering greater precision across the full tonal range while preserving shadow detail and better brightness peaks in sport and action-driven content.
For Intelligent Motion Smoothing, this new feature improves on existing motion-processing settings to dynamically adjust the level for the content that is being watched, which Samsung claims will preserve the cinematic feel of films while enhancing the smoothness of sports, action, and fast-moving content.
Why would you want to use this?
When launched on Amazon Prime it will only be available on a small number of titles, but you should definitely be giving it a try wherever possible as it will in theory give you the best image possible.
It's definitely a more straightforward recommendation from a colour, contrast, and brightness perspective as these enhancements will only make the image itself look better, pop more, and appear more striking no matter what you're watching.
It's a more contentious conversation when it comes to motion smoothing though, as many people – including film stars like Tom Cruise – urge people to disable it in every form when setting up their TV.
This might still apply to Intelligent Motion Smoothing – especially as it appears to still impact film- or TV-related content – but the dynamic switching might still make it useful in some cases.