Amazon Singapore Unwraps 12 Days of Joy with Black Friday Deals and New Insights into Holiday Shopping Trends

The festive season arrives early this year as Amazon Singapore launches its highly anticipated 12-day Black Friday Sale from 20 November to 1 December 2025, offering shoppers exciting discounts across a wide range of categories, from trending toys and electronics to baby essentials and home must-haves. With hundreds of thousands of deals from top brands like Dyson, LEGO, Sennheiser, and Beauty of Joseon, customers can find thoughtful gifts for everyone on their list, or treat themselves ahead of the holidays.

Singapore’s New Gifting Habits Revealed

To celebrate the launch, Amazon Singapore commissioned a YouGov study unveiling fresh insights into how Singaporeans shop for gifts and holiday deals. The research highlights the rise of the “Deal Optimizer”, savvy shoppers who compare prices, stack vouchers, and time purchases around major sale events.

The study also found that Gen Z consumers value personalised gifts (58%), while Millennials prefer practical presents (62%). Meanwhile, holiday shopping roles are shifting, with 45% of men now actively planning gifts for their partners, almost double the number of women (25%).

Black Friday Sale Highlights

For 12 days, Amazon Singapore will roll out irresistible offers across every category:

• Up to 40% off Sennheiser headphones, earbuds, and more
• Up to 40% off UGREEN chargers, cables, and accessories
• Up to 40% off Transformers, Nerf, Play-Doh, and Monopoly toys
• Up to 40% off Dyson products
• Up to 30% off LEGO Star Wars, F1, and Botanical kits (plus a free gift with selected sets)
• Up to 30% off Beauty of Joseon skincare
• Buy 3 Whole Foods Market products and receive a free SG-branded tote bag
• Buy 4, Get 20% off Coca-Cola, Sprite, Schweppes, and more beverages

(Terms and conditions apply to all offers.)

Smart Ways to Shop and Save

Shoppers can make the most of this year’s Black Friday season with Amazon’s exclusive tools and perks:

• Prime Membership: Enjoy fast, free delivery on millions of items, plus access to Prime Video and Prime Gaming for just S$4.99/month. New members can start with a 30-day free trial.
• Holiday Gift Guides: Explore curated picks for every personality in Toys, Electronics, Home & Kitchen, and more.
• Gift Cards: Purchase an Amazon Gift Card worth S$220 and receive an extra S$15 credit (20 Nov–1 Dec).
• Amazon Vouchers: Save more with exclusive vouchers across top categories,  simply clip your favourites at checkout.

Prime Benefits for the Holiday Season

With Amazon Prime, the joy of giving comes with convenience and value:

• Exclusive member savings: Up to 10% off over a million products from international brands.
• Fast, free delivery: One-day delivery on local orders and two-day delivery on eligible international items.
• Easy returns: Free doorstep pick-up or drop-off at nearby return centres.
• Amazon Fresh: Free scheduled two-hour grocery delivery on orders above S$60, available until 31 December 2025.
• Endless entertainment: Stream festive films and enjoy exclusive games via Prime Video and Prime Gaming.