Go big with Amazon Singapore's 12-day Black Friday Sale, running from 20 November to 1 December, featuring top deals across Toys, Electronics, Baby, Home & Kitchen and more.
Young bargain-savvy Singaporean shoppers spend a little more when it's for someone they care about - 57% hunt for deals when buying for themselves, but 28% only do so when gifting.
Transparency in pricing (38%) and authenticity through verified sellers (31%) remain top priorities for shoppers.
SINGAPORE - Media OutReach Newswire - 12 November 2025 - (NASDAQ: AMZN) - The holidays just got bigger! Amazon Singapore today unveiled its line-up of Black Friday Big Deals, kicking off a 12-day sale from 20 November to 1 December with hundreds of thousands of offers across favourite categories. With discounts from top international brands including LEGO, SharkNinja, Miele and Tosowoong Korean skincare products, shoppers can tick off wish lists and stock up on everyday essentials – all at amazon.sg/blackfriday.
As Singapore gears up for one of its biggest shopping seasons, new YouGov research commissioned by Amazon Singapore offers a closer look at what's driving local shoppers this year. The study found that among younger shoppers (aged 18–24), more than half (57%) identify as Deal Optimisers when shopping for themselves – comparing, curating, and waiting for attractive promotions. But when it comes to buying for others, that number drops sharply to 28%. It's a clear reminder that even the most bargain-savvy shoppers are happy to spend a little more when it's for someone they care about.
The study also revealed that when it comes to what builds trust when shopping online, authenticity matters most. The study found that honest ratings and verified reviews are key to purchase decisions, helping shoppers cut through the noise and buy with confidence. Half of Singaporeans (50%) aged 25 to 34 say trusted reviews directly influence what they add to cart. Across all ages, transparency in pricing (38%) and authenticity through verified sellers (31%) remain top priorities.
'Our study shows that Singaporeans are shopping smarter as they're thoughtful about value, but even more focused on authenticity,' said Peter Li, Director, China & Singapore, International Store, Amazon. 'At Amazon, we're committed to helping customers shop with confidence, through reliable delivery and a wide selection of trusted sellers. Our Black Friday big deals and the Amazon Holiday Giftorium are designed to bring that assurance and joy together, making it easier and more fun for everyone to find what they love this season.'
Big Deals for Everyone: The Season to Gift, Save and Smile The joy of gifting starts here. Whether you're shopping for family, friends or yourself (because we all deserve a little something), Amazon Singapore's Black Friday Big Deals make it easy to find great gifts – and maybe a few surprises along the way.
Beauty, Home and Personal Care
Save up to 50% off on Bioderma
Save up to 40% off on L'oreal Paris, Garnier, La Roche Posay and more
Save up to 30% off on Neutrogena, OGX and Aveeno, and an additional 15% off when you purchase any 3 or more products
Up to 20% off Tosowoong Korean skincare products
Up to 25% off Axis-Y Korean skincare products
Baby and Toys
Save up to 40% off on Transformers, Nerf, Play-Doh, Monopoly
Save up to 40% off on Pigeon, and an additional 15% off when you purchase any 3 or more products
Save up to 40% off on Jurassic World, Polly Pocket, Hot Wheels, Barbie and more, with additional 15% off with any purchase of 3 or more products
Save up to 30% off on LEGO Star Wars, F1, Botanical kits and more (With an additional gift with purchase on selected LEGO sets*[1])
Save up to 30% off ARTÉ pickleball paddles
Electronics
Save up to 45% off on Spigen cases and screen protectors
Save up to 40% off Lencent chargers and travel adaptors
Save up to 40% off Sennheiser headphones, audiophiles and earbuds
Save up to 40% off on UGREEN chargers and cables
Up to 30% off LG, with additional vouchers up to S$300 off
Up to $100 off Nintendo Switch 2 Consoles
Home & Kitchen
Save up to 50% off Tefal and WMF
Save up to 30% off on Miele
Save up to 40% off Dyson
Save up to 40% off SharkNinja
Save up to 35% off De'Longhi, Nutribullet, Kenwood and Braun products
Selections from Amazon Fresh & Fast
Save up to 10% off French Selections with offering from Carrefour, Le Petit Depot, Huber's Butchery and more
Buy 3 Whole Foods Market (WFM) and WFM 365 Products and get an exclusive Singapore-branded WFM tote bag for free*
Buy 4 Get 20% Off Coca-Cola, Sprite, Schweppes and more
Buy 4 Get 20% Off Cadbury, Sour Patch Kids and The Natural's Confectionary
Buy 4 Get 20% Off best sellers from Magiclean, Biore, Laurier
Experience the Joy of Gifting at the Holiday Giftorium To celebrate Black Friday, Amazon Singapore is bringing the digital world of Amazon.sg to life through the Amazon Holiday Giftorium, an interactive gift discovery space designed to delight every type of gift-giver. The experience will take place at the Suntec City Atrium (Convention Centre, Level 1) from 22 to 23 November.
Get the Most Out of Your Holiday Shopping on Amazon.sg This holiday season, Amazon Singapore makes shopping simple, rewarding and fun with more ways to save and enjoy your favourite deals.
S$30 off S$300 minimum purchase - drops daily at 12pm for the first 100 customers who redeem and checkout)
S$60 off S$600 minimum purchase - drops daily at 6pm for the first 100 customers who redeem and checkout
Offers apply to all products on Amazon.sg except (i) any products sold on the Amazon Fresh, Little Farms and Watsons stores on Amazon.sg ii) Infant and Baby formula products and iii) any products that are part of Amazon Basket promotion (i.e the 'spend S$40, save 5% on select items' promotion).
Amazon.sg Gift Cards: When in doubt, give choice. Buy an Amazon.sg Gift Card worth S$220 and receive an extra S$15 credit from 20 November to 1 December at amazon.sg/giftcard.
Shop Smart with Prime: Members enjoy fast and free delivery on millions of eligible items, plus access to Prime Video and Prime Gaming, all for S$4.99/month. New customers can start with a 30-day free trial at amazon.sg/prime.
*Terms and conditions apply to all promotions listed above in this article.
[1]While stocks last
Hashtag: #AmazonSingapore #BlackFridaySG
The issuer is solely responsible for the content of this announcement.
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, personalized recommendations, Prime, Fulfillment by Amazon, AWS, and Kindle are some of the products and services pioneered by Amazon. For more information, visit Amazon.sg.
About Amazon Prime
Amazon Prime was designed to make your life better every single day. Over 200 million paid members around the world enjoy the many benefits of Prime, including the best of shopping and entertainment. In Singapore, Prime membership offers a range of benefits including a discount of up to 10% on over a million eligible products on Amazon.sg, unlimited access to award-winning movies and TV episodes with Prime Video, unlimited access to video game benefits with Prime Gaming, Prime Day, and more. Prime was built on the foundation of unlimited fast, free shipping. Prime members enjoy access to free one-day delivery on domestic Prime eligible selection on Amazon.sg, free delivery on selected delivery windows for orders of S$60 and above on Amazon Fresh, free 2-hour scheduled delivery for orders of S$60 and above on Watsons, Little Farms and Whole Foods Market on Amazon.sg, as well as early access to deals and exclusive deals. Prime is S$4.99 per month, and S$49.90 per year. Start a 30-day free trial of Prime at Amazon.sg/prime.
Commissioned by Amazon Singapore, the study was conducted online by YouGov using its proprietary panel. Fieldwork was carried out in Singapore from 6 to 8 October 2025, gathering insights from 1,000 adults aged 18 and above. The findings reflect a nationally representative sample and offer a timely snapshot of public sentiment.
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