Sponsored
Sony XR48A90K 48" BRAVIA XR OLED 4K HDR Smart TV with Google TV
$1,399.99
Out of Stock
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About this item
Highlights
- Cognitive Processor XR that delivers natural and realistic picture quality
- Immersive depth and realism with lifelike brightness enhanced by XR OLED Contrast Pro
- Immersive audio and dual actuators that vibrate to produce sound from the entire screen
- Google TV with Google Assistant organizes your content all in one place
- High-performance gaming with 4K at 120hz, VRR, and HDMI 2.1
Description
Beauty of OLED in a Compact SizeExperience the pure black and natural colors of OLED in a more compact size powered by the intelligent Cognitive Processor XR. With XR OLED Contrast Pro contrast is boosted to create exceptionally realistic picture for movies and gaming. Enjoy OLED picture quality and cinematic audio packed into a beautifully compact form with Sonys BRAVIA XR A90K Series.
Next-Generation Picture and Sound with Cognitive IntelligenceSee how real your entertainment becomes and experience immersive depth and lifelike picture quality powered by Sonys intelligent Cognitive Processor XR. Revolutionary TV processing technology delivers enhanced contrast with detailed blacks and natural colors. Hundreds of thousands of individual on-screen elements are processed and remastered in the blink of an eye boosting color contrast and clarity bringing astounding realism to your content.
More Depth and Texture with Pure Blacks and Stunning HighlightsFeel the beauty of OLED contrast with pure blacks and lifelike brightness. XR OLED Contrast Pro technology powered by the Cognitive Processor XR analyzes and enhances the picture in the same way the human eye focuses for immersive depth and realism resulting in ultra-detailed shadows and crisp clean peak highlights. No more details overwhelmed by shadow or lost in blown-out highlights.
A Wide Color Spectrum for Real-World Shades And HuesSee colors that are natural and beautiful to the human eye. The Cognitive Processor XR enables Sony BRAVIA XR TVs to access billions of accurate colors and reproduce each shade with the subtle differences seen in the real world. XR Triluminos Pro further enhances the range of hues and saturation allowing for extremely precise details within textures and ensuring skin tones look completely natural with the same accuracy as the human eye.
The Entertainment You Love. With Help From Google.See 700000+ movies and TV episodes plus live TV all in one place. Google TV brings your favorite content from across your apps and subscriptions and organizes them just for you. Searching is easy just ask Google. Try saying Hey Google find action movies to search across your favorite apps.
Bring the Cinematic Experience Home Enjoy Included Movies with BRAVIA COREWith the BRAVIA CORE app enjoy the latest Sony Pictures Entertainment (SPE) titles and the largest IMAX Enhanced collection. Use the included credits to choose from hundreds of the latest release movies to redeem. In addition youre subscribed to an amazing selection of movies to stream anytime and as many times as you like. BRAVIA CORE is the first in the industry to feature Pure Stream technology achieving near-lossless 4K UHD Blu-ray equivalent quality with streaming up to 80 Mbps delivering stunning visuals and expressive sound quality.
Enjoy Immersive and Engaging Cinematic Content As The Creator IntendedSee your favorite content the way it was always meant to be watched with a range of technologies that preserve the creators intent. Dolby Vision brings scenes to life with striking highlights deeper blacks and vibrant colors. IMAX Enhanced content brings the immersion into the home with digitally remastered movies that provide full-screen picture and more powerful sound just as the creator intended. Netflix Adaptive Calibrated Mode allow you to enjoy Netflix original content in original studio picture quality by working together with the ambient light optimization feature of BRAVIA XR TVs to immerse you in your favorite shows by optimizing the picture brightness based on you
Next-Generation Picture and Sound with Cognitive IntelligenceSee how real your entertainment becomes and experience immersive depth and lifelike picture quality powered by Sonys intelligent Cognitive Processor XR. Revolutionary TV processing technology delivers enhanced contrast with detailed blacks and natural colors. Hundreds of thousands of individual on-screen elements are processed and remastered in the blink of an eye boosting color contrast and clarity bringing astounding realism to your content.
More Depth and Texture with Pure Blacks and Stunning HighlightsFeel the beauty of OLED contrast with pure blacks and lifelike brightness. XR OLED Contrast Pro technology powered by the Cognitive Processor XR analyzes and enhances the picture in the same way the human eye focuses for immersive depth and realism resulting in ultra-detailed shadows and crisp clean peak highlights. No more details overwhelmed by shadow or lost in blown-out highlights.
A Wide Color Spectrum for Real-World Shades And HuesSee colors that are natural and beautiful to the human eye. The Cognitive Processor XR enables Sony BRAVIA XR TVs to access billions of accurate colors and reproduce each shade with the subtle differences seen in the real world. XR Triluminos Pro further enhances the range of hues and saturation allowing for extremely precise details within textures and ensuring skin tones look completely natural with the same accuracy as the human eye.
The Entertainment You Love. With Help From Google.See 700000+ movies and TV episodes plus live TV all in one place. Google TV brings your favorite content from across your apps and subscriptions and organizes them just for you. Searching is easy just ask Google. Try saying Hey Google find action movies to search across your favorite apps.
Bring the Cinematic Experience Home Enjoy Included Movies with BRAVIA COREWith the BRAVIA CORE app enjoy the latest Sony Pictures Entertainment (SPE) titles and the largest IMAX Enhanced collection. Use the included credits to choose from hundreds of the latest release movies to redeem. In addition youre subscribed to an amazing selection of movies to stream anytime and as many times as you like. BRAVIA CORE is the first in the industry to feature Pure Stream technology achieving near-lossless 4K UHD Blu-ray equivalent quality with streaming up to 80 Mbps delivering stunning visuals and expressive sound quality.
Enjoy Immersive and Engaging Cinematic Content As The Creator IntendedSee your favorite content the way it was always meant to be watched with a range of technologies that preserve the creators intent. Dolby Vision brings scenes to life with striking highlights deeper blacks and vibrant colors. IMAX Enhanced content brings the immersion into the home with digitally remastered movies that provide full-screen picture and more powerful sound just as the creator intended. Netflix Adaptive Calibrated Mode allow you to enjoy Netflix original content in original studio picture quality by working together with the ambient light optimization feature of BRAVIA XR TVs to immerse you in your favorite shows by optimizing the picture brightness based on you
Dimensions (Overall): 24.63 inches (H) x 42.13 inches (W) x 2.38 inches (D)
Weight: 29.6 pounds
Electronics Condition: New
Electronics Features: Streaming Capability, Wi-Fi, Internet Applications, Smart TV, Wide Viewing Angles
Aspect Ratio: 16:9 Aspect Ratio
Screen Resolution: 4K
Wireless Technology: Bluetooth
VESA Mounting Standard: 200x200
Native screen refresh rate: 120 Hz
Smart platform: Android TV
Voice assistant built-in: Google Assistant Built-in
Backlight type: OLED (No Backlight)
Screen Mirroring Technology: Google Chromecast
High Dynamic Range (HDR): HDR10
Stand Depth: 0 inches
Stand Width: 0 inches
Number of HDMI ports: 4
Product Depth with Stand: 8.88 inches
Product Height with Stand: 27.5 inches
Product Width with Stand: 42.13 inches
Screen Size: 48 inches
Battery: 2 AAA Alkaline, Required, Not Included
Warranty: 1 Year Limited Warranty. To obtain a copy of the manufacturer's or supplier's warranty for this item prior to purchasing the item, please call Target Guest Services at 1-800-591-3869
TCIN: 87088014
UPC: 027242924666
Origin: made in the USA or imported
Energy Guide Label Required:
ENERGYGUIDE LABEL REQUIRED
The above item details were provided by the Target Plus™ Partner. Target does not represent or warrant that this information is accurate or complete. On occasion, manufacturers may modify their items and update their labels.
We recommend that you do not rely solely on the information presented. If you have a specific question about this item, you may consult the item's label, contact the manufacturer directly or call Target Guest Services at 1-800-591-3869.
If the item details aren’t accurate or complete, we want to know about it.
Shipping details
Estimated ship dimensions: 7 inches length x 46 inches width x 29 inches height
Estimated ship weight: 50 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii, American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO, Alaska, Hawaii
item ships from third party seller: WORLD WIDE STEREO
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 30 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
Q: Does this TV support Apple Play?
submitted by Chris - 1 year ago
A: Hi Chris, thanks for reaching out about the Sony XR48A90K 48" BRAVIA XR OLED 4K HDR Smart TV with Google TV. Yes, you can use Apple® AirPlay® to mirror the display or stream content from your Apple devices to a Google™ TV. If you have any additional questions, we welcome you to contact MyTGTtech at 833-848-8324 every day, between 7 am-11 pm CST.
submitted byRena - 1 year agoTarget expert support
Q: Costco has 2 years if having extended service it will be 5 years total, why not your company?
submitted by Helen - 2 years ago
A: Hi Helen, thanks for reaching out about Sony XR48A90K 48" BRAVIA XR OLED 4K HDR Smart TV with Google TV. To better understand your individual needs, we welcome you to contact MyTGTtech at 833-848-8324 every day, between 7am-11pm CST.
submitted byJoe - 2 years agoTarget staff support
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Guests are saying
The Sony A90K OLED TV has garnered positive feedback for its exceptional picture quality, vibrant colors, and impressive sound. Guests appreciate its ease of use, making it a great choice for those transitioning to smart TVs. The compact size fits well in various spaces, and the built-in Google TV enhances the viewing experience. While some guests noted minor issues with sound quality and remote functionality, the overall satisfaction with the product remains high.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
4.6 out of 5 stars with 943 reviews
1 out of 5 stars
18 November, 2025
originally posted on sony.com
Abrasion to anti reflective coating
I read the directions before cleaning the screen of dust & smudges. I have caused abrasion to the anti reflective coating. Should the screen never be touched with anything? I have interior shadows. I live in a dusty apartment. This is my 1st new TV in over 25 years. I am so disappointed in this purchase. I cleaned it very lightly with a microfiber cloth used for eyeglasses dampened with distilled water. Help!
5 out of 5 stars
18 November, 2025
originally posted on sony.com
Superb TV
Great TV, stunning picture quality. Excellent for other media and home videos.
5 out of 5 stars
17 November, 2025
originally posted on sony.com
Great Features!
I bought this tv to replace my previous Sony TV. It's very upmarket & has lots of settings to give great control over picture/sound etc. It's a beautifully clear picture and the sound quality is first class. The stand is easily assembled and I like the push on covers at the rear of the set, which hides all if the inputs and thus reduces the accumulation of dust. Would highly recommend!
4 out of 5 stars
14 November, 2025
originally posted on sony.com
Great TV - Audio description sketchy
Very pleased with picture and sound. Great improvement over old 15 year old Sony unit. Good to have smart features in built. However my partner is very nearly blind and relies on audio description which this TV is sold with. Shortly after getting we realised the audio description was not working on certian programs even though broadcast with. This especially seemed an issue with channel 5. The Sony dealer that the unit was purchased from were very supportive and visited my house to try to resolve. The conclusion is that there is an issue between Sony/Google TV and the audio description option sometimes doesn't work on channel 5. The problem is more prevailant on channel 5 programs from CH5 that are from the internet as the audio descripton option on settings is not available to select. My old little box (Now TV) for internet TV has the option and will work with this TV. The dealer has taken this up directly with Sony but thinks the resolution is some way off. Today a replacement of an alternative manufacturer was discussed as they are willing to take the TV back as clearly not doing what is on the specification and discussed at the time of purchase.
1 reply from Sony UK team - 3 days ago
Hi, Thank you for your feedback. We're happy to hear that you're enjoying your XR-42A90K. Yet, we're sorry to learn that you're facing difficulties with the screen reader function of your TV. This is not the norm, as we always strive to deliver the best quality possible. Try to change the accessibility service from Screen Reader to TalkBack by following the steps below: 1. On the remote control, press the Quick Settings button. 2. Select Settings. 3. Select System. 4. Select Accessibility. 5. Set TalkBack to ON, and Screen Reader to OFF. If the issue remains, try the steps below and test again: 1. Disconnect all externals (e.g., Sky box, Ariel cable, HDMI cables, USB, etc.). 2. Unplug the TV from the mains and leave it for 1 minute, and then plug it back in. 3. Make sure the software is updated using this link: https://cutt.ly/DteJJ8nE 4. Clear the cache data and force stop the app: Press HOME, then select [Settings] → [Apps] → [Desired app] → [Clear cache] → then select [Force stop]. 5. Connect the TV to another internet source (e.g. mobile hotspot) and test again. 6. In case the issue persists, perform a factory data reset following the steps here: https://cutt.ly/8teJKbvi Furthermore, if any further assistance is needed, please contact us using this link: https://cutt.ly/heoRCkdW (Copy and paste the links in your browser). Menna @Sony Support UK
5 out of 5 stars
12 November, 2025
originally posted on sony.com
Another excellent product from Sony
Superb picture and brilliant sound - a step up in TV environment
5 out of 5 stars
12 November, 2025
originally posted on sony.com
Great overall with fantastic picture
We are very happy so far with our new television!!
5 out of 5 stars
11 November, 2025
originally posted on sony.com
Great features
Bought this TV 2 weeks ago very satisfied.bar trying to registration the product.
4 out of 5 stars
10 November, 2025
originally posted on sony.com
OLED is worth it!
Bought this 2 weeks ago and I love the picture quality and sound. The stand was extremely fiddly to set up - could have been made a lot easier. All in all I'm really pleased I went for an OLED tv and hope it lasts as long as my other Sony products
1 reply from Sony UK team - 8 days ago
Hi, Thank you for your feedback. We're happy to hear that you are enjoying your XR-48A90K, and happy with the quality we always aim to deliver! We hope you continue to enjoy it for years to come! Additionally, you can easily attach and adjust the TV stand by following the steps on page 1 here: https://cutt.ly/otwXwlEo Furthermore, if you need any further assistance, please do not hesitate to contact us using the details here: https://cutt.ly/heoRCkdW (Copy and paste the links in your browser). Menna @Sony Support UK
4 out of 5 stars
10 November, 2025
originally posted on sony.com
Very good picture quality
Very good picture quality, with good contrast. Very pleased with build quality and everything appears to be well designed, which is what I expect with a Sony product. Reasonably easy to set up provided you are technically savvy, am still working my way through all the menus for setup and functionality after approx two weeks. Sound quality compared to my old 32 inch Sony was not as good, a bit tinny but they have done their best within the constraints of the screen. Luckily I ordered a HT-S2000 soundbar to go with the TV and this links in with TV via the e-ARC HDMI connection and set up was easy, this gives superb sound that matches the picture quality of the TV. Overall very pleased with my purchase.
1 reply from Sony UK team - 8 days ago
Hi, Thank you for your feedback. We're happy to hear that you are enjoying your XR-48A90K, and happy with the quality we always aim to deliver! We hope you continue to enjoy it for years to come! Yet, we're sorry to learn that you're not fully satisfied with the sound of your TV. We'd like to highlight that you can use our online help guide, as it's really comprehensive and thorough, and you can use the search bar in it to learn more about the XR-48A90K settings and features: https://cutt.ly/YtwZKVlL You can also reach the same user guide by pressing the help button on the remote control of the TV. Additionally, you can enhance the sound quality by adjusting it to your desired options following the steps here: https://cutt.ly/5twZZJiB And for advanced sound settings, you can follow the steps here: https://cutt.ly/OtwZXAla Furthermore, if any further assistance is needed, please contact us using this link: https://cutt.ly/heoRCkdW (Copy and paste the links in your browser). Menna @Sony Support UK
1 out of 5 stars
10 November, 2025
originally posted on sony.com
Damage to anti reflective coating
I saw smudges & dust on the screen. I read the instruction manual on the correct way to clean it. I used a soft cloth with distilled water. I have ruined my new TV accidentally. I have caused abrasions to the anti reflective coating. I see shadows with distortion inside the TV. I am so disappointed. The one year warranty does not cover cosmetic damage. How is cleaning done to avoid this problem?
1 reply from Sony North America Customer Support team - 10 days ago
Hi JMLang, Thank you for considering Sony products. We’re truly sorry to hear about the damage to your XR48A90K TV and understand how disappointing this must be. We appreciate your careful reading of the manual and your efforts to clean the screen properly. To avoid such issues, please be sure to unplug the TV before cleaning and never spray liquids directly onto the screen. Use a dry microfiber cloth and gently wipe without applying pressure. For tougher spots, lightly dampen the cloth with a very mild non-soap synthetic cleanser, then dry immediately. Avoid harsh chemicals and direct contact with rubber or vinyl materials to protect the screen’s delicate coatings. Following these steps helps protect your TV’s delicate surfaces and maintain optimal performance. You can check the full details at: https://www.sony.com/electronics/support/articles/00167099 We understand the warranty doesn’t cover cosmetic damage, and we regret the frustration this causes. If you need further assistance or guidance, please don’t hesitate to reach out. Your experience is important to us, and we’re here to help as best we can. Best regards, -Fred
4 out of 5 stars
9 November, 2025
originally posted on sony.com
Quiz and easy to setup
Only has the TV for a few weeks but so far we’ve been very happy. The setup was pretty easy and the speed of the operating system is good.
1 reply from Sony support team team - 9 days ago
Hi, Thank you for your feedback. We're happy to hear that you are enjoying your XR-48A90K. We hope you continue to enjoy it for years to come! If you need any assistance, do not hesitate to contact us using the details provided in the following link: //cutt.ly/heoRCkdW (Copy and paste the link into your browser) Nadine @Sony Support UK
5 out of 5 stars
8 November, 2025
originally posted on sony.com
Picture and sound very good.
Really pleased with my television,. Sales assistant very helpful and so to was tge Sony Engineer who was visiting the store.
5 out of 5 stars
7 November, 2025
originally posted on sony.com
A Very Good TV
I wanted a high quality TV but not too large. I initially looked at LED screens but the range of smaller TVs less than 55 inches seems very limited. I found this OLED TV in the Sony range which had very good online reviews. I am very pleased with my choice. The pictures are excellent in both HD and UHD and there are a wide range of picture controls so that you can make fine adjustments to the display to suit your own preferences. I am also very impressed with the sound quality which is beyond what I was expecting. The speech is very clear and the good bass response can be heard in music and special sound effects. It has definitely the best sound of any TV I have owned. The Freesat tuner enables me to watch a wider range of HD programmes than are available on Freeview, and it is very easy to switch between these services and any Apps that you want to subscribe to.
5 out of 5 stars
6 November, 2025
originally posted on sony.com
Great TV
Lovely TV, easy to set up, great picture and sound
2 out of 5 stars
5 November, 2025
originally posted on sony.com
Difficult guide and information viewing
I bought this 42 inch TV, which is 10 inches larger than my previous one, so that I could see the larger screen easier. While the picture is good, the guide and information pages are much smaller writing than on our previous 32 inch Panasonic. Had I known this was to be the case I would not have bought a Sony. I am advised that the problem is because I watch live TV through Freesat rather than an aerial. However, we have no reception with line of sight aerials, hence Freesat, which we also used on our previous TV.
1 reply from Sony support team team - 13 days ago
Hi, Thank you for your feedback. We are sorry to hear that you're experiencing difficulties with the text size of the guide information on your XR-42A90K; this is not the norm, as we strive to deliver the best quality possible. Your feedback is valuable; hearing from our customers helps us continuously improve our products to align with your preferences. Rest assured that we've raised it to the concerned team for future consideration. Alternatively, you can zoom in using the text magnification function. You can find more at the following link: https://cutt.ly/UtqveWBZ (Copy and paste the link into your browser) Also, you can activate Screen Reader function by following these steps. Press Quick Settings > Settings > Select System > Accessibility > Turn Screen Reader ON >. If you need any further assistance, do not hesitate to contact us using the details provided in the following link: //cutt.ly/heoRCkdW (Copy and paste the link into your browser) Nadine @Sony Support UK
5 out of 5 stars
4 November, 2025
originally posted on sony.com
Top view
Excellent television, easy to setup, amazing picture and sound.
5 out of 5 stars
3 November, 2025
originally posted on sony.com
Good after set up but still early days. Great look
Seems great so far but it is early days time will tell
4 out of 5 stars
2 November, 2025
originally posted on sony.com
Excellent Picture
The picture quality is excellent. However we feel the sound quality is not as clear as we’d hoped, even though we’ve teamed the TV with a Sony sound bar.
1 reply from Sony support team team - 16 days ago
Hi, Thank you for your feedback. We're happy to hear that you're enjoying the picture quality of your XR-42A90K. Yet, we're sorry to learn that the sound quality is not up to your liking. To have the optimum experience, you can configure various settings related to the TV’s sound, such as sound quality and sound mode here: https://cutt.ly/wr7z43jK (Copy and paste the link into your browser) Also, you can adjust advanced sound settings by following the steps at this link: https://cutt.ly/Ir7z7OPm (Copy and paste the link into your browser) Moreover, if you need any further assistance, please do not hesitate to contact us using the details here: https://cutt.ly/heoRCkdW (Copy and paste the link into your browser) Nadine @Sony Support UK
5 out of 5 stars
2 November, 2025
originally posted on sony.com
Great tv
Very food tv the 4k films are outstanding this tv has a lot to offer well worth the price and also Sony movies built in great value free
4 out of 5 stars
2 November, 2025
originally posted on sony.com
Great product, slight issue with wall mounting
I bought this a couple of weeks ago and so far, very pleased with picture and sound quality Only one small problem is hanging on a wall with the wires wanting to be hidden. The instructions state that the power cable should not be cut, the main plug obviously not passing down the internal conduit and the smaller 2 pin plug not removable from the back of the TV. So yes I had to cut the mains plug
1 reply from Sony UK team - 16 days ago
Hi, Thank you for your feedback. We're happy to hear that you are enjoying your XR-42A90K, and happy with the quality we always aim to deliver! Yet, we're sorry to hear that you're facing issues wall mounting the TV. You can use the cable clip to hold the wires and keep them neat and organised by following the steps on page 2 here: https://cutt.ly/Cr6RxDsT Additionally, you can learn more about how to connect and detach the cables from the TV on the same page in the link above. Furthermore, for further assistance regarding how to wall mount the TV, you can check pages 2 to 14 here: https://cutt.ly/Rr6RWC1s Moreover, if you need any further assistance, please do not hesitate to contact us using the details here: https://cutt.ly/heoRCkdW Menna @Sony Support UK