Black Friday 2021 is finally here. Although Amazon’s sale started a week later this year than it did in 2020, the online giant dropped a huge range of deals a whopping three weeks in advance of the big day. Its early sale kicked off with a bang, with discounts of up to 45 per cent off across every category, including Amazon devices, TVs, gaming, laptops, home appliances, beauty products, kids’ toys and a whole lot more.
Now that the official Black Friday event has arrived, the retailer isn’t holding back, as it is set to drop a huge range of new deals across the weekend.
Follow live: The best Black Friday deals still available now
But that’s not all. In addition to impressive savings on big-ticket items such as the Nintendo Switch, Fitbit and Apple iPads, the retailer is also offering deals on its own streaming services, including Prime and Amazon Music. More of a bookworm? Then now is the time to sign up to Audible because new customers can get three months of membership for just 99p – but the offer is only available until 30 November, so you’ll need to act fast.
There’s no denying that Amazon is one of the best places to shop this Black Friday, but now the main event has started and with so many deals up for grabs it can be tricky to know where to start.
Thankfully, we here at IndyBest have put together this guide to everything you need to know, including a round-up of all the best Amazon Black Friday deals you can snap up right now. Happy shopping!
The best Amazon Black Friday 2021 deals to shop now
Best Amazon own device deals
Amazon Kindle paperwhite, 32GB: Was £149.99, now £79.99, Amazon.co.uk
Whether you’re an avid reader or shopping for a bookworm, now is the time to snap up a Kindle. The device took the top spot in our guide to the best ereaders, with our writer noting that it’s “a big step up from the entry-level Kindle”. It features “a high-resolution screen which is extremely easy to read” and the “design is elegant with the screen flush to the frame”. If you’d rather have the option to download your books away from wifi, then you’ll be glad to know the 3G Kindle paperwhite (was £219.99, now £129.99, Amazon.co.uk) is also reduced, which gives you the option of accessing new books by the pool.
Amazon Echo dot, 3rd gen: Was £39.99, now £18.99, Amazon.co.uk
Amazon’s Echo dot speakers are some of the hottest items on Black Friday, partly because the online giant slashes the price of its own-brand products by a ridiculously large amount. And third-generation model currently has a whopping 53 per cent off. In our review of the latest Echo dot, our tester said of the range: “Amazon’s smart speakers are wildly popular, with good reason: Alexa is easy to set up, simple to navigate and the speakers themselves are of a high quality.”
Amazon Fire TV stick 4K max: Was £54.99, now £36.99, Amazon.co.uk
“Amazon’s Fire TV collection has been at the forefront of streaming since the first product arrived on the site in early 2014,” noted our writer in our round-up of the best Android TV boxes. Our tester praised this model for being “very smart” and found that navigation was “smooth”, with apps opening “almost immediately”. It is also “probably the best-value mainstream streaming device on the market”, and with the current Black Friday saving, it’s even more pocket-friendly.
Ring video doorbell, 2nd gen: Was £89, now £67, Amazon.co.uk
If you’re looking to upgrade your at-home security then Ring is the brand to know. While we’re yet to test this exact device, the slightly more advanced Ring video doorbell 3 plus (£159, Amazon.co.uk) took the top spot in our guide to the best video doorbells, with our writer noting that “the clarity of the two-way talk was excellent”. A key similarity between the devices is the 1080p HD video – one of the many features our tester praised in their review. Clearly, Ring is a brand to trust, so snap up this deal while you still can.
Amazon Echo show 8, 2nd gen: Was £119.99, now £79.99, Amazon.co.uk
If you’re after one of Amazon’s smart displays, then the second-generation Amazon Echo show 8 currently has £40 off this Black Friday. The newest model, released just a few months ago, was lavishly praised by our tech writer, who said that the latest model is now the “go-to device for those looking for an Amazon smart display”. It has an ambient-sensing screen, a home-monitoring feature, an upgraded processor and a better 13-megapixel camera. And for those conscious about their privacy, well, “it has less intrusive panning and zooming tracking features than the Echo show 10”. Big win
Amazon Echo dot, 4th gen: Was £49.99, now £28.99, Amazon.co.uk
One of Amazon’s bestselling home devices, this smart speaker currently has 42 per cent off for Black Friday. Promising crisp vocals and balanced bass, you can use it to listen to music and the radio while also controlling your entertainment by asking it to play tunes, podcasts and audiobooks from streaming services. The device earned a spot in our round-up of the best smart speakers, with our reviewer saying Alexa is "easy to set up, simple to navigate and the speakers themselves are of a high quality".
Amazon Fire HD 10 kids pro tablet: Was £199.99, now £109.99, Amazon.co.uk
Amazon has an impressive range of kid-friendly devices and this one is the retailer’s latest offering. Having reviewed this model, we can confirm it’s “hard to fault”, with our writer noting that “it’s fun, easy to use and with the comprehensive parental controls and decent guarantees, it’s basically hassle-free, and all encased in some pretty decent, grown-up tech”. With such high praise, and 45 per cent off, what are you waiting for?
Amazon Echo show 5, 2nd gen: Was £74.99, now £39.99, Amazon.co.uk
You can save nearly 50 per cent right now on Amazon’s popular Echo show 5 device. Not just your run-of-the-mill smart speaker, the device also enables you to video chat, make calls, set alarms, watch movies and more. The compact 5.5in display is perfect for streaming your favourite TV shows or catching up on the news, while access to everything from Prime Video to Netflix means you’re always up to date with the latest releases. If you need further convincing, when our writer reviewed the device for a previous version of our round-up of the best smart speakers, they praised the “front-facing camera, making it great for video calls” and added that the “the screen is useful for visual indications of everything from the weather to sports results”.
Amazon Echo dot kids, 4th gen: Was £59.99, now £33.99, Amazon.co.uk
With a nearly 50 per cent saving on Amazon’s own Echo dot kids device, there’s no better time to invest in a smart speaker for your little one. In our review of the savvy gadget, our writer praised the vast amount of content available thanks to the Amazon Kids+ subscription, as well as the advanced parental controls. “It’s incredibly cute, and there’s enough content on Amazon Kids to keep even the most inquisitive child happy almost endlessly,” they said.
Amazon Echo buds with charging case, 2nd gen: Was £129.99, now £99.99, Amazon.co.uk
Newly launched and a noticeable step up from Amazon’s original Echo buds, this second-generation, pocket-friendly pair are smaller, more lightweight, sweat-resistant and fine in light rain. There are also four earbud sizes and two wing-tip sizes for increased comfort, and they now feature noise cancellation (unlike their predecessors). Battery life is also strong with five hours of playback on a single charge while the case gives you two extra charges – totalling 15 hours of playback. Right now, you can save more than 20 per cent.
Amazon Kindle kids: Was £99.99, now £59.99, Amazon.co.uk
If you’re finding it difficult to encourage your kids to get reading, then perhaps something a little techy could help them get interested. While we’ve not reviewed this exact model, Amazon’s Kindle comes highly commended in our guide to the best ereaders, with our writer praising the high-resolution screen for being “extremely easy to read” and the design for being “elegant with the screen flush to the frame”. This model comes in a bright colour and with one year’s Amazon Kids+ included, giving your little one access to Harry Potter, Geek Girl and more.
Best Amazon gaming deals
HTC Vive cosmos VR headset: Was £699, now £498, Amazon.co.uk
Can you hear that? It’s the loud, completely virtual jingle jangle of the metaverse, and it’s the future. If you want to get ready for it, then HTC’s Vive cosmos VR headset is currently on sale at Amazon, which has kindly knocked a whole £200 off its recommended retail price. The PC-tethered headsets features inside-out tracking, a six-camera tracking faceplate and a crisp 3.4in 2880 x 1700 resolution LCD display. With an ever-growing catalogue of VR games on Steam and the Viveport, you’ll always have a virtual world to fight boredom.
Best Amazon home appliance deals
Lumie zest: Was £150, now £125, Amazon.co.uk
Put a spring in your step and some oomph in your boomph this winter with the Lumie zest, a SAD lamp that doubles as a sunrise-simulating alarm clock. SAD lamps mimic the intensity and wavelengths of natural daylight to trick your body into believing that it isn’t pitch dark outside at three in the afternoon, which has been shown to help alleviate tiredness and improve the mood of those with seasonal affective disorder. The Lumie zest can also gently wake you up in the mornings by slowly increasing the intensity of the lamp, simulating a natural sunrise. We featured it our list of the best alarm clocks.
Tower xpress pro T17039 vortx digital air fryer: Was £119.99, now £73.99, Amazon.co.uk
If you’re looking to cook up a healthy storm, then an air fryer is the answer. This featured in our review of the best, with our writer praising the rotisserie chicken, “which was cooked to perfection in under an hour”. It has other talents besides air frying, including its ability to “bake, roast or dehydrate”, and features three separate mesh racks for cooking different foods at any one time. A great all-rounder.
Shark upright vacuum cleaner NV602UK lift-away: Was £249.99, now £159, Amazon.co.uk
When Mrs Hinch recommends a cleaning brand, it’s good practice to listen up. And now’s the time to save on this Shark vacuum. While we’re yet to review this exact model, a similar one was highly commended in our review of the best pet vacuum cleaners, with our writer praising it for being a “versatile machine”. A key similarity between the two is the lift-away technology that allows the cylinder to disconnect from the body of the vacuum – something our tester found allowed for “more flexibility” when it came to cleaning hard-to-reach spots.
Best Amazon tech deals
Apple AirPods pro: Was £239, now £185, Amazon.co.uk
Apple AirPods pro are pretty pricey but, thanks to Amazon’s Black Friday sale, you can snap them up for a fraction of the cost. In our review of the earbuds, our tester said they “are a high-end pair of earphones that are difficult to find much fault in”. Retaining a similar design to the original AirPods (was £119, now £116, Amazon.co.uk), they feature Apple’s signature glossy white finish but come with three different sized silicone eartips, so you can find the perfect fit for you. As for the noise quality, our tester added that “it’s a sound topped by few rivals,” with an impressive active noise-cancelling function that shuts out ambient noise.
Microsoft Surface go 2, 10in tablet: Was £529, now £339, Amazon.co.uk
Microsoft’s budget tablet is a gorgeous portable device that – unlike the rival iPad and Galaxy tab – runs a full-fat version of Windows and so is compatible with all of the same apps, programs and software you can use on your desktop machine. The Surface go 2 appeared in our list of the best tablets in 2021, where our reviewer described how it can “double as a laptop if you add the type cover (was £124.99, now £101.06, Amazon.co.uk), a sturdy keyboard that fits to the front of the tablet and is sold separately.” The more advanced Surface go 3 launched recently, which is why you can pick up last year’s version so cheaply today.
Apple Watch series 6 with GPS, 44mm, aluminium: Was £409, now £349, Amazon.co.uk
In the market for a new fitness tracker? Amazon is currently offering £60 off the 2020 Apple Watch series 6 with the aluminium casing and a navy sports band. This GPS model lets you take calls, reply to texts and get directions while out and about, although you’ll still need your iPhone close by. It also has a blood oxygen sensor and an ECG monitor, and it’s got an always-on display that Apple says is two times brighter outdoors than the previous series 5.
Google nest security camera indoor: Was £129, now £69.99, Amazon.co.uk
Enjoy peace of mind while away from home with the Nest indoor security camera. Connecting to Google’s cloud servers so you can take a look at what’s happening (or not happening, ideally) while you’re out and about anywhere in the world. The camera features in our round-up of the best security cameras, where our reviewer praised its intelligent microphone that “can listen for sounds such as glass breaking”. Night-vision is built into this version and there’s no need for fiddly hub boxes or installation, just grab the Nest app on your phone to be connected to your home 24/7. Pay monthly for Nest Aware and you can unlock bonus features such as archived recordings.
Best Amazon TV deals
Sony Bravia KE65A8/P 65in OLED TV: Was £2,399, now £1,699, Amazon.co.uk
The Bravia range from Sony is well respected for its premium design and quality. In fact, we’ve named the Bravia product as the “best for audio” in our round-up of the best 4K televisions on the market at the moment. This TV features Sony’s X1 Ultimate processor powering the device’s 4K HDR image –meaning there’s dedicated hardware ensuring the best possible picture is delivered. Sony’s clever acoustic surface audio design means that the sound is coming straight from the screen too – invisible vibrations make sure that there’s an exemplary match between what you hear and what you see on-screen.
Samsung QE32LS03TCUXXU ‘the frame’ 32in QLED smart TV: Was £599, now £341.10, Amazon.co.uk
Exclusive to Samsung, the frame is designed to blend into the background when not in use and looks at its absolute best when mounted flush to a wall, preferably with some clever wire-disguising. It uses light sensors to detect ambient conditions and gently adjusts the brightness and temperature of the artwork displayed on screen to create the impression of a painting. Per pixel QLED lighting means the screen can be completely black in a dark room, enhancing the illusion when the TV is off and creating impressive, immersive contrast when used for watching TV and movies.
Best Amazon laptop deals
Microsoft surface laptop 4, 13.5in: Was £999, now £779, Amazon.co.uk
The surface laptop 4 is a delight to work on thanks to its stylish design, premium finish and sharp display. The laptop appears in our round-up of the best laptops of 2021, and in our full review our tester was suitably impressed by its performance, describing the device as “as near-to-perfect a Windows experience as you can find”. Right now, the entry-level configuration of this top-rated laptop has £220 off at Amazon’s Black Friday event.
Best Amazon beauty deals
St. Tropez self tan express bronzing gel: Was £33, now £14.96, Amazon.co.uk
Top up your winter tan and grab 55 per cent off with this St. Tropez steal. Vegan-friendly, it has a one-hour developing time and the translucent gel formula is infused with hyaluronic acid. An IndyBest favourite, our reviewer put it in the top spot in our best fake tans guide, noting that it is “non-sticky”, “blends effortlessly” and “feels ultra hydrating”. Meanwhile, we rated the St.Tropez x Ashley Graham (was £38, now £25, Amazon.co.uk) ultimate glow kit as best to apply, and it’s also currently reduced.
Waterpik ultra professional water flosser: Was £67.99, now £47.99, Amazon.co.uk
Looking for that dentist-clean feeling? Then look no further than this Waterpik professional water flosser – now with 29 per cent off in the Amazon Black Friday sale. We reviewed a similar product in our round-up of the best water flossers, with our reviewer calling Waterpik an “industry leader”. They went on to say that the device was “very effective for removing trapped food” and felt “very gentle on our gums”. They were also a fan of the “greater choice in water pressure” as well as the fact that it remembered the last setting they used.
Panasonic premium wet and dry 4-blade electric shaver: Was £159.99, now £47.21, Amazon.co.uk
We reviewed a similar model in our round-up of the best wet and dry shavers and are always impressed by the power and smooth shave that Panasonic delivers. Complete with four blades and a flexible head for a comfortable and neat shave on the face, this skin-friendly shaver is designed to adapt to the contours of the skin, by ensuring minimal irritation. With a 70 per cent discount, this is a stellar deal.
Revlon one-step hair dryer and volumiser: Was £79.99, now £48.07, Amazon.co.uk
Taking the top spot in our round-up of the best hot air brushes, there’s a reason Revlon’s one-step went viral on TikTok last year. A two-in-one styling tool that gives the power of a dryer and the volume of a styler, our tester said the brush is simple to use and can be used on all hair lengths. “We loved the way the Revlon one-step dryer and volumiser dried and styled our hair with such ease – its bristles glided through our hair and left us with a salon-worthy blow-dry at an affordable price,” they said. This deal is on a special-edition red model.
Oral-B smart 4 electric toothbrush with smart pressure sensor: Was £199.99, now £69.99, Amazon.co.uk
Nearly all dentists recommend the use of an electric toothbrush, which is why we reviewed the best electric toothbrushes available to buy right now. While this set didn’t feature in our top ten we did review several similar options and think it’s a worthy addition to your Black Friday basket. You get two electric toothbrushes included both of which have app connected handles and several settings which span teeth whitening and pressure control to a sensitive option.
Best Amazon sport and fitness deals
Fitbit versa 2 smartwatch: Was £199.99, now £99, Amazon.co.uk
Here at IndyBest, we love a Fitbit. And although this exact model didn’t feature in our best Fitbit round-up, its sister models did, and we also did an in-depth review of the newer versa 3. Sharing a number of the same functions, including built-in Amazon Alexa, continuous heart-rate monitoring, sleep tracking and real-time exercise stats, for those not obsessed with having the latest bit of tech, this could be a great option. Currently on sale with 50 per cent off, this exciting offer will only last for 13 days.
Garmin instinct, graphite: Was £269.99, now £119.00, Amazon.co.uk
An outdoorsy wearable that means business, and now it’s up for grabs for just £119.00. With a battery that lasts 16 hours in GPS mode – so it’ll last as long as you do – track your heart rate, stress and more. A very similar model, the Garmin instinct solar, landed a spot in our best fitness trackers and watches edit, with our tester describing it as “the SAS of wearable tech”. Appreciating the clean and simple display, they added that it felt “indestructible” – much like the sort of watch you’d find on Bear Grylls, they added. “It’s built to US military standards for thermal, shock and water resistance, and Garmin’s body battery energy monitor gauges when you’re ready to get going and when you need to rest.”
What is Cyber Monday?
Cyber Monday is the last day of sale prices before Christmas, so it’s your last chance to bag a bargain.
Originally the phrase described the day when web sales would peak ahead of the festive season, but now it’s become another sale event and serves as a great opportunity to find deals you may have missed out on during Black Friday.
For the latest discounts on home appliances, tech, toys and more, try the links below:
Read more on Black Friday 2021
How to get the best Black Friday deals this year – when the sale starts and how to prepare
Best Black Friday tech deals – whether it’s a new phone contract or noise-cancelling headphones, you’ll find the best offers here
Best Black Friday home appliances deals – now’s the time to upgrade your vacuum cleaner or coffee machine
Best Black Friday gaming deals – Xbox or Playstation? Here’s our expert guide to discounts on consoles, controllers and games
Best Black Friday beauty deals – stock up on your favourites across make-up, skincare, haircare and fragrance
Best Black Friday laptop deals – there are hundreds of pounds to be saved on laptops from big-name brands such as Apple, Microsoft and HP
Best Black Friday TV deals – update your at-home cinema experience without paying full price
Best Black Friday fashion deals – whether it’s a pair of boots or a coat, treat yourself to some wardrobe essentials
Best Black Friday kids’ toys deals – get your Christmas shopping done and dusted with offers from Disney, Lego, Playmobil and more
Best Black Friday sports deals – kit out your home gym or build your winter workout wardrobe
Best alcohol Black Friday deals – whether you’re a fan of gin, vodka, tequila, beer or wine, you’ll be able to bag a bargain
Best Black Friday Nintendo Switch deals – whether it’s the OLED, lite or original you’re after, level up with these discounts
Best Black Friday mattress deals – rest easy with big discounts on brands such as Emma, Eve Sleep and Simba
Best Apple Black Friday deals – discover rare offers on the brand’s bestsellers, from AirPods to iPhones
Best Argos Black Friday deals – find discounts on everything from kids to homeware, fitness and DIY
Best Boots Black Friday deals – there’s no better time to save on beauty, skincare, electric toothbrushes and more
Best Currys Black Friday deals – for everything from TVs and laptops to kettles and coffee machines
Best Black Friday Dyson deals – bag a bargain on the brand’s corded, cordless and handheld vacuum cleaners
Best John Lewis & Partners Black Friday deals – the high street stalwart will have great prices on fashion, beauty, tech, kids and homeware
IndyBest product reviews are unbiased, independent advice you can trust. On some occasions, we earn revenue if you click the links and buy the products, but we never allow this to bias our coverage. The reviews are compiled through a mix of expert opinion and real-world testing.