- Hundreds of thousands of deals from top local and international brands including Dyson, LEGO, Sennheiser and Beauty of Joseon, across Amazon.sg – the perfect way to start the holidays early.
- From deal optimizers to heartfelt gifters, new research reveals how Singaporeans are shopping smarter and more intentionally this holiday season.
- One in four savvy Singaporeans shop sales to save on holiday gifting, with men almost twice as likely as women (45% vs 25%) to find a gift for their partner in a sale event.
SINGAPORE – Media OutReach Newswire – 28 October 2025 – (NASDAQ: AMZN) — The most wonderful time of the year begins early as Amazon Singapore kicks off its 12-day Black Friday Sale, running from 20 November to 1 December. Shoppers can look forward to joyful savings across categories – from trending Toys and Electronics to Baby and Home and Kitchen essentials – making it easier than ever to find thoughtful gifts for family and friends and celebrate the season.
With hundreds of thousands of deals from popular local and international brands such as Dyson, LEGO, Sennheiser and Beauty of Joseon, customers can enjoy great value and convenience at amazon.sg/blackfriday, whether they’re shopping early for gifts or treating themselves ahead of the holidays.
Unwrapping Singapore’s Latest Gifting Trends
To mark the start of the holiday season, new YouGov research, commissioned by Amazon Singapore, uncovers surprising trends reshaping how Singaporeans hunt for holiday deals and gifts.
The study identifies “Deal Optimizers” as Singapore’s dominant online shopper persona. With 42% identifying as Deal Optimizers when shopping for themselves and 26% when buying for others, these savvy shoppers compare prices, stack vouchers, and strategically time purchases around major sale events. Generational differences are also apparent, with 58% of Gen Z shoppers preferring personalized gifts chosen specifically for the recipient – significantly higher than Millennials (39%). Instead, Millennials are leaning towards practical gifts (62%). This points to a growing emphasis on thoughtfulness among younger consumers, while Millennials prioritize functionality when selecting gifts.
Traditional gender roles in holiday shopping are evolving as well, with more men taking an active role in gifting. The research shows 45% of men plan gifts for their spouse or partner during sale events, almost twice as many as women (25%). Men also report spending more time deciding what to buy for their spouse and partner (47% vs. 25%), suggesting a more shared and thoughtful approach to gift-giving is emerging across different shopper demographics.
“Black Friday is one of the most exciting times of the year for Singapore shoppers, as it’s the perfect moment to prepare for the holidays and save on everything from big-ticket gifts to everyday essentials,” said Peter Li, Director, China & Singapore, International Store, Amazon. “Our research shows that Singaporeans are shopping smarter and more intentionally this year, and Amazon is here to help them do just that, with great value, wide selection, and fast, trusted delivery that makes it easier to share the joy this festive season.”
New Deals, Just In: Black Friday Sale Highlights
From thoughtful gifts to everyday must-haves, shoppers can expect exciting deals across every category, whether you love hunting for the best bargains, finishing your list in one go, picking up something special for yourself, or finding practical gifts that just make sense. For 12 days, Amazon Singapore will roll out hundreds of thousands of Black Friday deals running from 20 November to 1 December. *
- Save up to 40% off Sennheiser headphones, audiophiles, earbuds and more
- Save up to 40% off on UGREEN chargers, cables and more
- Save up to 40% off on Transformers, Nerf, Play-Doh, Monopoly and more
- 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 Dyson
- Save up to 30% off on LEGO Star Wars, F1, Botanical kits and more (With an additional gift with purchase on selected LEGO sets)
- Save up to 30% off Beauty of Joseon
- Buy 3 Whole Foods Market (WFM) and WFM 365 Products and get an exclusive SG-branded WFM tote bag for free
- Buy 4 Get 20% Off Coca-Cola, Sprite, Schweppes and more
*Terms and conditions apply to all promotions listed above.
Get the Most Out of Your Holiday Shopping on Amazon.sg
Amazon Singapore offers great value, a wide selection, and flexible delivery options to make holiday shopping easy – with even more perks for Prime members. Here’s how to shop smarter this season:
- 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.
- Find the Perfect Gift: Explore Amazon.sg’s Holiday Gift Guides for curated recommendations across Toys, Electronics, Home & Kitchen, and more – available at amazon.sg/christmas-store.
- Amazon.sg Gift Cards: Give the gift of choice this festive season. Purchase an Amazon.sg Gift Card worth S$220 and receive an additional S$15 credit from 20 November to 1 December *, at amazon.sg/giftcard
- Amazon Vouchers: Save even more with exclusive Amazon Vouchers across categories such as Toys, Beauty, and Electronics. Clip your favourite vouchers and the discounts apply automatically at checkout — amazon.sg/vouchers.
Make Every Holiday Moment Better with Amazon Prime
The holidays are all about sharing joy, and with Amazon Prime, it’s easier than ever to make every moment special. Members can shop, save, and stream with convenience and peace of mind – all in one great-value membership. New customers can start a 30-day free trial, and for just S$4.99 a month or S$49.90 a year, enjoy exclusive benefits this holiday season, from fast, free delivery on eligible items to endless entertainment with Prime Video and Prime Gaming.
- Exclusive savings for Prime members: Enjoy up to 10% off on over a million products from international brands across Amazon.sg, perfect for stretching your holiday budget and finding gifts for everyone on your list.
- Convenient delivery and easy returns: Skip the crowds with fast, free shipping on millions of eligible items across Amazon.sg, Amazon Fresh, and the Amazon International Store. Enjoy access to free one-day delivery on Prime eligible orders; and delivery as fast as two days on Prime eligible international orders. Need to return something? Choose free pick-up from your address or drop it off at a nearby return center for a hassle-free experience. More information here.
- Amazon Fresh for festive feasts: Get groceries and party essentials delivered right when you need them with free scheduled two-hour delivery on orders above S$60, available until 31 December 2025.
- Endless entertainment for the season: As families gather to celebrate, enjoy holiday movies, shows, and games with Prime Video and Prime Gaming, all included in one great-value membership.
*Terms and conditions apply to all promotions listed above.
Hashtag: #AmazonSingapore #BlackFridaySG
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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
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About the Research
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.
