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.
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%).
For 12 days, Amazon Singapore will roll out irresistible offers across every category:
(Terms and conditions apply to all offers.)
Shoppers can make the most of this year’s Black Friday season with Amazon’s exclusive tools and perks:
With Amazon Prime, the joy of giving comes with convenience and value:
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