YI Technology is going after GoPro for the action cam market in a big way with the YI 4K. This follow-up to last year's HD camera competes with the GoPro HERO4 by coming with an LCD screen, offering twice the battery life, and costing half the price. Yeah, you're looking at getting two hours of continuous 4K recording for $249.99.

The YI 4K has been out in China since May, with international versions available at a couple of places. Now the camera is available for pre-order in the US directly from Amazon.

Technically Americans could pre-order the camera at other sites before now, but those lacked a US warranty. Amazon comes with the same price tag, but you get a warranty and a faster ship date. Units are scheduled to go out on July 12th. The device apparently isn't eligible for Prime, but shipping is still free.

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There are three colors to pick from, all at the same price: Night Black, Pearl White, and Rose Gold colors. Hit up the press release below for more details.

Press Release

YI Technology to Launch 4K Action Camera in the U.S. on Amazon Prime Day

Industry’s First Action Camera to Combine 4K30 Video Recording, Integrated Touchscreen, and Up To Two Hours of Battery Life

SEATTLE--(BUSINESS WIRE)--Just in time for Amazon Prime Day on July 12, YI Technology, the leading, international provider of advanced, intelligent imaging technologies, will launch the YI 4K Action Camera, the latest in its successful line of action and home cameras. The new device is the only action camera on the market today that combines 4K30 video recording, up to 120 minutes of recording time and an integrated, high-resolution touchscreen, all at the unmatched price point of $249.

“That’s why we’ve packed the YI 4K Action Camera with the best components the industry has to offer, to deliver truly outstanding performance at an affordable price.”

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The YI 4K Action Camera will be used later this year as a core component of a virtual reality camera, developed by Google and YI. The camera will support 3D-360-degree imagery for virtual reality capture and experiences. This partnership was previously announced at Google I/O.

The YI 4K Action Camera is built with Sony’s 12MP IMX377 CMOS image sensor and the latest A9SE75 processor from Ambarella, allowing users to capture and share moments with increased speed and lower power consumption – including 4K30 video recording at 30fps. The built-in Lens Distortion Correction and Electronic Image Stabilization mean videos are clear and natural. And when it’s time to slow the action down, there is a built-in Slow Motion mode, with no need to edit video later.

“Today’s action videographers demand both long recording times and the best image quality,” said Sean Da, Co-Founder and CEO of, YI Technology. “That’s why we’ve packed the YI 4K Action Camera with the best components the industry has to offer, to deliver truly outstanding performance at an affordable price.”

But shooting thrilling videos is about more than just images. That’s why the YI 4K Action Camera features a new, integrated dual microphone, so movies have audio that is just as clear and vivid as what is on the screen.

Controlling the YI 4K Action Camera is a breeze thanks to its integrated 2.19-inch, 640x360 resolution touchscreen at 330ppi. With a full 160-degree viewing angle, the display ensures users can preview their videos on the fly and never miss a shot. A Bluetooth 4.0 remote control is available for shooting from a distance. And the accompanying apps for iOS and Android allow people to not just shoot, but also edit and share professional-quality pictures and videos on the fly – no separate PC needed.

“The action camera market is still a hotly contested one, with established players meeting challenges from emerging entrants,” said Alan Bullock, Associate Director of Connected Imaging Trends service, InfoTrends. “YI Technology’s entry into the 4K action camera field is sure to heat up that competition as consumers demand ever more features and higher overall image quality.”

A wide range of YI accessories that are compatible with the YI 4K Action Camera are already available, including an expandable selfie-stick, Bluetooth 4.0 remote control, waterproof camera housing, and a harness for wearing or mounting the action camera.

YI Technology already offers its core products such as Action Camera and Home IP Camera internationally. YI cameras are powerful and lightweight and packed with industry leading image processors and all products offer the ability to capture full high definition videos and photos.

Later this year, YI will release a developer kit that will allow even more innovators to use its camera technology in exciting new ways.

YI 4K Action Camera Tech Specs:

With the YI 4K Action Camera, users will experience thrilling moments with crystal-clear fidelity, thanks to significant innovations and upgrades.

  • New-generation Ambarella A9SE75 processor, featuring dual 800MHz Cortex-A9 ARM cores and a highly efficient digital signal processor (DSP) for high performance and low power consumption.
  • Latest low power Sony IMX377 12-megapixel CMOS image sensor.
  • Picture Quality: 7 layers of optical glass lenses combined with F2.8 large aperture increase light intake to capture crisp and detailed footage.
  • LCD Touch Screen: Featuring a 2.19-inch, 640x360 high-sensitivity touchscreen at 330PPI, protected with Gorilla Glass for action shooting. Viewable from 160° angle.
  • Dual-band 5GHz/2.4GHz 802.11abgn Wi-Fi, with up to 30Mbps fast download speed.
  • High Capacity Battery: Rechargeable 1400mAh high-voltage 4.4V lithium-ion battery.
  • Dimensions: 2.6 x 1.7 x 1.2 inches.
  • Weight: 3.4 ounces (94g) including camera and battery.

Pricing and Availability:

YI 4K Action Camera will be available on July 12 in Night Black, Pearl White, and Rose Gold colors. Price: $249, Amazon.com