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Best Amazon Black Friday deals for 2021

Amazon’s Black Friday sale has begun – we've sifted through thousands of deals to find these real bargains

Best Amazon Black Friday deals for 2021

Amazon’s Black Friday deals have landed, which means thousands of products are battling for your attention. We’ve waded through the discounts to pick out good products with genuine deals that are worthy of your attention, based on analysis from our team of experts.

All of the products we’ve listed here have been put through their paces in our test lab – don’t worry, you won’t find any deals for poorly-performing products.

But even so, make sure you check in with our expert reviews before you buy to see which home, tech and garden Amazon Black Friday deals are perfect for you.

We’ll be updating this page regularly with new Black Friday Amazon 2021 deals, so keep checking back.

Black Friday deals on Amazon products

Amazon Black Friday deals

Expert shopping advice


Best Black Friday 2021 deals revealed by Which?


Amazon Black Friday Fire TV deals

Amazon Fire TV Stick 4K – was £49.99, now £24.99 (50% off at Amazon)

Lowest ever price on Amazon?* Yes

We liked: Voice search works well, easy to set up

We didn’t like: No DLNA support

Amazon’s Fire TV sticks are a great way to add a range of streaming services to your TV, along with other functionality such as voice searching for content using its popular Alexa service. You’ll find a full range on offer this Black Friday, with the featured 4K stick here a good combination of value and future-proofing, even if you don’t currently have a 4K set.

Read our Amazon Fire Stick 4K review, or buy it now on Amazon.


More Amazon Black Friday Fire TV deals:


Amazon Black Friday Echo deals

Amazon Echo (4th Gen) – was £89.99, now £54.99 (38% off at Amazon)

Lowest ever price on Amazon? Yes

Amazon Echo (4th Gen)

We liked: Responsive Alexa voice control, affordable, easy to set up

We didn’t like: Bass can lack oomph, sound won’t fill a large room

This is the fourth-generation version of Amazon’s Bluetooth-enabled smart speaker. It has a light ring at the base that illuminates when you’re talking to the Alexa voice assistant. Using voice commands, you can load up music (Apple Music and Spotify are both supported), set alarms and control other Zigbee-enabled gadgets such as smart light bulbs.

On the top of this Echo model, you’ll spot some physical buttons for changing the volume or putting the microphone on mute. The accompanying Alexa app will let you link up multiple Echos if you’re after full stereo sound.

You might also spot the 3rd gen Amazon Echo Dot is on sale at £18.99 (down from £39.99) – but we think the 4th gen is worth the extra money. Read our Amazon Echo Dot (3rd Gen) review to find out why.

Read our Amazon Echo Dot (4th Gen) review, or buy it now on Amazon.

Amazon Echo Show 8 (2nd Gen) – was £119.99, now £79.99 (33% off at Amazon)

Lowest ever price on Amazon? Yes

Amazon Echo Show 8 (2nd Gen)

We liked: Impressive screen quality, Alexa voice control works very well

We didn’t like: Sound quality isn’t the best, screen can be reflective in direct light

If you’re shopping for a smart display to sit on the kitchen counter or in the living room, note that several Amazon Echo Show models have been discounted for Black Friday.

This model has an 8-inch touchscreen display and is designed to mainly be operated through voice commands. It also has a 13Mp front-facing camera for video calls. With the Alexa voice assistant tucked inside, you can use the Echo Show 8 to stream music, watch videos, check on the weather or connect to other smart home devices.

Like the Echo Show 5 and Show 8 linked below, the sound quality isn’t amazing, but it’s reasonable for this kind of device.

Read our Amazon Echo Show 8 (2nd Gen) review, or buy it now on Amazon.


More Amazon Black Friday Echo deals:


Amazon Black Friday Blink deals

Blink Indoor – was £69.99, now £49.99 (29% off at Amazon)

Lowest ever price on Amazon? Yes

Blink Indoor

We liked: Easy to set up, effective motion detection

We didn’t like: You need a subscription to use the cloud storage feature

Amazon has reduced the price of its indoor security camera (single pack) by £20. The Blink Indoor partners with Amazon’s Alexa voice assistant, which means you can arm or disarm your camera just by speaking to a compatible device.

From the smartphone app, you can access a live view of the camera in real time. Plus, thanks to two-way audio, you can chat through the built-in speaker if you need to get somebody’s attention.

Note that if you want to store your videos in the cloud (so you can access them remotely), you’ll need to pay for a subscription. The Basic plan offers 30 days rolling storage and costs £2.50 per month or £24.99 per year. Alternatively, you can connect a USB stick to store videos locally.

Amazon is offering Blink multipacks at a discount as well. You can get the 2-camera system for £79.99 (33% off) or the 3-camera system for £109.99 (33% off).

Read our Blink indoor review, or buy it now on Amazon.


More Amazon Black Friday Blink deals:


Amazon Black Friday Kindle deals

Amazon Black Friday eero mesh wi-fi deals

Amazon eero mesh wi-fi router / extender – was £79, now £55 (30% off at Amazon)

Lowest ever price on Amazon? Yes

Amazon eero mesh wi-fi router / extender

We liked: Easy to set up and monitor

We didn’t like: Can be slow to switch between nodes

If you’re looking to boost wi-fi in the home, Amazon offers a range of solutions through its eero mesh systems. It promises comprehensive wi-fi 6 coverage that allows you to game, video conference and stream 4K content with confidence. Plus, it’s compatible with Amazon’s Alexa voice assistants.

Amazon is offering a range of discounts on various setups, so check the links below and read our review to see how it fared in our labs.

Read our full Amazon eero mesh wi-fi system review, or buy it now on Amazon.

Amazon Black Friday Fire Tablet deals

Amazon Fire HD 8 tablet – was £89.99, now £39.99 (56% off at Amazon)

Lowest ever price on Amazon? Yes

Amazon Fire HD 8 tablet

We liked: Compact, light and easy to use

We didn’t like: Speakers not the best

It wouldn’t be an Amazon Black Friday sale without its Fire tablets being up for grabs at big discounts, and there’s a wide range on offer this year. The HD 8 in focus is a tidy budget tablet that’s already good value at the original price of £90, though it’s less than half price at the moment.

With a decent 32GB of storage, USB C for easy charging and an improved processor over its predecessor, this should make short work of basic tasks like video streaming and browsing the web.

Amazon also claims a 12 hour battery life – though read our review below to see if this stands up in our tests, along with our other conclusions on the display and overall performance.

Read our full Amazon Fire HD 8 review, or buy it now on Amazon.


More Amazon Black Friday Fire Tablet deals:

Amazon Fire 7 (2019) – was £49.99, now £29.99 (40% off at Amazon). Buy it now on Amazon or read our Amazon Fire 7 (2019) review.


Amazon Black Friday Smart Plug deals

Amazon Smart Plug – was £24.99, now £14.99 (40% off at Amazon)

Lowest ever price on Amazon? Yes

Amazon Smart Plug

We liked: Easy to set up and use with Alexa

We didn’t like: Not compatible with Google Assistant or Siri

A smart plug is one of the quickest and easiest ways to make everyday household appliances ‘smart’. Connect to one of these and you’ll be able to use your phone or voice assistant to fire it up, or turn it off. Amazon’s own plug allows you to create schedules for your devices and it doesn’t need a smart home hub to work – everything is controlled through the Alexa app.

At around half price, there’s no better time to pick one up and start experimenting.

Read our full Amazon smart plug review, or buy it now on Amazon.

Amazon Black Friday Ring deals

Ring Video Doorbell Wired – was £49, now £34 (31% off at Amazon)

Lowest ever price on Amazon? Yes

Ring VIdeo Doorbell Wired

We liked: Reliable detection and notifications

We didn’t like: Requires wired installation

Amazon’s wired Ring doorbell was already a very cheap way to build this functionality into your smart home, and now it’s even cheaper, at just £34.

The low price comes at a cost though – you’ll need to check if your existing doorbell wiring is compatible. If not, you’ll need to use the Ring DIN rail transformer, or a Ring plug-in adapter to connect to a standard electrical socket. It’s possible to do this yourself if you’re handy with electrics, but it may be easier to ask a professional.

Read our full Amazon Ring doorbell review, or buy it now on Amazon.

Ring Floodlight Cam Wired Pro – was £219, now £174 (21% off at Amazon)

Lowest ever price on Amazon? Yes

Ring Floodlight Cam Wired Pro

We liked: Decent night vision and loud siren

We didn’t like: Video storage requires a subscription

If you’re looking for an intelligent security camera to keep an eye on a larger area, Amazon’s Ring Floodlight model could be just the ticket. It delivers a 1080p full HD picture, has two way talk and advanced motion detection, as well as a siren you can use to scare away would-be intruders. Check our review below for more details on how well it performs.

Amazon has a range of other Ring wireless cameras on offer this Black Friday as well, so check the links below to see which takes your fancy.

Read our full Ring Floodlight Cam Wired Pro review, or buy it now on Amazon.


More Amazon Black Friday Ring deals:


Amazon Black Friday mobile phone deals

Motorola Edge 20 Lite – was £299.99, now £239.99 (19% off at Amazon)

Lowest ever price on Amazon? Yes

Motorola Edge 20 Lite

We liked: Quick to charge, durable, bright display

We didn’t like: cameras could be better

The Motorola Edge 20 Lite is slightly thicker than the Edge 20, but holds a much larger 5,000 mAh battery. You also get a 6.7-inch display and 128GB of internal storage, which you can build on using the micro-SD card slot.

Read our Motorola Edge 20 Lite review, or buy it now on Amazon.

Samsung Galaxy S20+ 5G – was £999, now £742.97 (26% off at Amazon)

Lowest ever price on Amazon? No (was £597 in July 2021)

Samsung Galaxy S20+ 5G

We liked: Capable cameras, speedy processor, easy to use

We didn’t like: Slight delay when using the fingerprint sensor

Although this isn’t Amazon’s cheapest ever price for the S20+ 5G, an early Black Friday discount means you could still save just under 30%. This Samsung model has a huge 6.7-inch display that is HDR10+ certified – that means it uses the same colour-enhancing technology found in the brand’s 4K TVs.

This Android-powered mobile is powered by a Exynos 990 processor, paired with a hefty 12GB of Ram (plenty if you want to run multiple apps at once) and 128GB of expandable storage.

Read our Samsung Galaxy S20+ 5G review, or buy it now on Amazon.


More Amazon Black Friday mobile phone deals:


Amazon Black Friday tablet deals

Microsoft Surface Go 2 – was £529, now £429.99 (19% off at Amazon)

Lowest ever price on Amazon? No (was £399.99 earlier in November)

Microsoft Surface Go 2

We liked: Great screen, powerful speakers

We didn’t like: The accessories are expensive

A Black Friday discount on this Microsoft tablet will save you £80. This model has a 10.5-inch display and runs off an Intel Pentium Gold processor and 8GB of Ram. You get 128GB of storage.

This Windows 10 tablet weighs around 543g without a keyboard, which isn’t too heavy at all considering the screen size. On the side of the Surface Go 2 you’ll find a USB-C port, a micro-SD card slot and a 3.5mm headphone jack.

Read our Microsoft Surface Go 2 review, or buy it now on Amazon.


More Amazon Black Friday tablet deals:


Amazon Black Friday laptop deals

Acer Swift 1 SF114-33 14-inch laptop – was £399.99, now £329.97 (18% off at Amazon)

Lowest ever price on Amazon? No (£279 in November 2021)

Acer Swift 1 SF114-33 14-inch laptop

We liked: Good keyboard, slim and lightweight

We didn’t like: Inconsistent touchpad, max volume is quiet

Acer’s Swift line has proven extremely popular with Which? readers, and for those who aren’t too demanding but want something portable yet with a big enough screen, the Swift 1 SF114 could be just the ticket.

The 14-inch Full HD IPS display claims incredibly sharp detail and vivid colours, and fan-less cooling should mean there’s not too much background noise to contend with. Our full review (linked below) runs the rule over these claims though, so check in with us before you buy.

This laptop is compatible with Windows 11, and comes with 12 months of Microsoft Office 365 for you to enjoy.

Read our full Acer Swift 1 SF114-33 review, or buy it now on Amazon.


More Amazon Black Friday laptop deals:


Amazon Black Friday TV deals

LG 50UP77006LB – was £599.99, now £440 (27% off at Amazon)

Lowest ever price on Amazon? Yes

LG 50UP77006LB

We liked: HD picture with good detail, solid bass and clear dialogue

We didn’t like: 4K detail can be inconsistent

The LG 50UP77006LB has a 50-inch LCD display running at 4K resolution. If you’re shopping for a big-screen TV, a 27% discount means you can grab this model for £440.

You can watch SD content through Freeview and satellite, or HD channels through an aerial or satellite. There’s a microphone built into the bundled remote, which means you can use voice commands to load up shows found on various video streaming apps.

Read our LG 50UP77006LB review, or buy it now on Amazon.


More Amazon Black Friday TV deals:


Amazon Black Friday digital camera deals

Amazon Black Friday smartwatch deals

Huawei Watch Fit – was £89.99, now £51.96 (42% off at Amazon)

Lowest ever price on Amazon? Yes

Huawei Watch Fit

We liked: Huge range of activity-tracking features

We didn’t like: Variable pulse oximetry readings

This Huawei wearable has dropped to its lowest-ever price on Amazon in the run up to Black Friday. It’s an entry-level smartwatch that tracks a host of exercise and fitness activities including cycling, running and swimming.

The Huawei Watch Fit has built-in GPS, which means you’ll be able to track your running routes without having a chunky smartphone weighing you down. This model also has a heart-rate monitor and is waterproof up to 50m – you can use swimming mode to track your progress in the pool.

Read our full Huawei Watch Fit review, or buy it now on Amazon.


More Amazon Black Friday smartwatch deals:


Amazon Black Friday coffee machine deals

Melitta Purista black F230-102 – was £399.99, now £289.95 (28% off at Amazon)

Lowest ever price on Amazon? No (was £288.15 earlier in November)

Melitta Purista black F230-102

We liked: Makes delicious espressos, quiet, easy to use

We didn’t like: A little slow

A bean-to-cup coffee machine that grinds coffee beans from scratch for the freshest coffee.

This model has three coffee-strength settings for you to choose from, plus there’s a dial for adjusting the size of your drink from 25ml up to 220ml. The Melitta Purista black F230-102 can make two coffees at the same time, which could be handy when you’re making a round.

Read our Melitta Purista black F230-102 review, or buy it now on Amazon.


More Amazon Black Friday coffee machine deals:


Amazon Black Friday EMMA mattress deals

Emma The Original mattress – was £699, now £349.50 (50% off at Amazon)

Lowest ever price on Amazon? No (£317 in December 2020)

Emma The Original Mattress

We liked: Can be used on most bed bases, not too warm to lie on, doesn’t need to be turned

We didn’t like: Only available online

EMMA has made a name for itself in mattresses, and the popularity of its UK-made range now expands beyond the Original. It claims ‘maximum body adaptability’ through the use of a range of foam and cell layers that offer support for back, side and stomach sleepers, and it comes with a 200 night trial.

Amazon is offering 50% off in the Black Friday sales, though that’s not quite the cheapest it’s ever been at Amazon. It’s a good deal, though, and cheaper than Emma is offering direct at the moment. The price stated above is for the double mattress, but you can also get 50% off the King, Single, Small Double and Super King.

Read our full Emma The Original mattress review, or buy it now on Amazon.


More Amazon Black Friday EMMA mattress deals:


Amazon Black Friday Simba mattress deals

Simba Hybrid mattress (double) – was £879, now £483.45 (45% off at Amazon)

Lowest ever price on Amazon? No (was £481.45 earlier in November)

Simba Hybrid Mattress

We liked: Not too hot to sleep on

We didn’t like: Only available online

Simba’s hybrid mattress uses patented Aerocoil springs to provide support and regulate temperature, which it claims offers cool and cosy comfort for all types of sleepers. This should mean more airflow, so could appeal to those who feel traditional memory foam gets too hot.

It’s 45% off at Amazon in the Black Friday sales, the cheapest it’s been at Amazon, and the cheapest we’ve see this mattress on sale. It’s currently the same price if you buy direct from Simba. At Amazon, you’ll also find 45% off the King, Single, and Super King.

Read our full Simba Hybrid mattress review, or buy it now on Amazon.


More Amazon Black Friday Simba mattress deals:


Amazon Black Friday vacuum cleaner deals

Gtech Multi MK2 K9 – was £169.99, now £119.99 (29% off at Amazon)

Lowest ever price on Amazon? Yes

Gtech Multi MK2 K9

We liked: Great at cleaning up pet hair, comes with lots of accessories

We didn’t like: Noisy

This handheld vacuum cleaner from Gtech is aimed at pet owners. It weighs in at just over 2kg and has a transparent dust container that holds 0.5 litres of dust and debris before it needs emptying. While in use, a mini LED headlight will help you spot any little bits of dirt while you’re working your way around the house.

You get lots of accessories in the box, including a motorised brush for pet hair, two dusting brushes, a crevice tool, a charger, a detachable battery, a spare filter and five scented cartridges.

Read our Gtech Multi MK2 K9 review, or buy it now on Amazon.

Tineco A10 Hero – was £229, now £125 (45% off at Amazon)

Lowest ever price on Amazon? Yes

We liked: Comes with a range of cleaning accessories, brilliant at cleaning crevices

We didn’t like: Quite noisy, lets some dust escape

A cordless vacuum cleaner from Tineco that is stored in a charging base. It weighs in at around 2.3kg and features an extendable tube and a combi floor head. In the box you also get a turbo pet tool, an upholstery tool and a crevice tool.

This shapeshifting Tineco model can also be used as a mini handheld vacuum cleaner, which is good news if you’re tackling smaller areas.

Read our full Tineco A10 Hero review, or buy it now on Amazon.

Shark IZ201UKTSB – was £399.99, now £188.98 (53% off at Amazon)

We like: Great hard floor cleaning.

We don’t like: Struggles to suck up dust and debris on the lower power settings.

This limited edition version of the Shark IZ201UKT is only available on Amazon. It’s £90 cheaper than standard model, and comes in red rather than orange.

Like the Shark IZ201UKT, it comes with a mini turbo brush for cleaning pet hair and several other attachments. But unlike some limited edition Sharks, you don’t get a spare battery.

Read our Shark IZ201UKT review to get our full verdict, or buy it now at Amazon.


More Amazon Black Friday vacuum cleaner deals:


Amazon Black Friday toaster deals

Russell Hobbs Inspire 24380 – was £49.99, now £37.70 (25% off at Amazon)

Lowest ever price on Amazon? No (£28.60 in October 2020)

We liked: Standard slices fit in well, easy to use

We didn’t like: Fiddly to clean, tall slices don’t fit in the slots

A four-slot toaster that has the usual defrost, cancel and reheat functions. When you select a button, it will light up blue to show you that mode is active. The Russell Hobbs Inspire 24380 also has a hi-lift carriage level, which will help you retrieve smaller snacks such as crumpets without burning your fingers.

This is the cheapest this model has been since April, although it was available for as little as £28.60 towards the end of 2020.

Read our Russell Hobbs Inspire 24380 review, or buy it now on Amazon.


More Amazon Black Friday toaster deals:


Amazon Black Friday kettle deals

Kenwood Abbey Collection ZJP05.A0GY – was £41.99, now £34 (19% off at Amazon)

Lowest ever price on Amazon? No (£24.09 in October 2019)

We liked: Quick to boil, effective filter

We didn’t like: Noisy, can’t boil one cup

A painted plastic jug kettle that weighs 0.7kg. This model can boil 1.7 litres of water, or around seven cups of tea. This Kenwood kettle has a fine mesh filter to catch limescale flakes and has a water window on both sides.

Read our Kenwood Abbey Collection ZJP05.A0GY review, or buy it now on Amazon.

Breville EDGE Still Hot – was £39.99, now £34 (15% off at Amazon)

Lowest ever price on Amazon? Yes

We liked: Boils rapidly, easy to clean

We didn’t like: Quite noisy

This jug kettle from Breville has a stainless steel body with a dark grey trim around the base. It has an illuminated water gauge on the back that changes colour from white to red as your water heats up. Fill the EDGE Still Hot to the eight-cup mark and this kettle holds around 1.6 litres of water.

Read our Breville EDGE Still Hot review, or buy it now on Amazon.

Amazon Black Friday steam iron deals

Tefal Ultraglide FV4092G0 – was £49.99, now £42.50 (15% off at Amazon)

Lowest ever price on Amazon? Yes

We liked: Effortless ironing, easy to store, high-precision tip

We didn’t like: Lengthy cleaning program

This purple and white steam iron makes up part of Tefal’s Ultraglide range. It offers continuous steam output, making it well-suited if you’re taking on stubborn creases and don’t want to damage your clothes.

The Ultraglide FV4092G0 has a precision tip for ironing between buttons, plus an anti-drip function will prevent water stains during ironing. You also benefit from the anti-scale and self-clean features.

Read our Tefal Ultraglide FV4092G0 review, or buy it now on Amazon.

Tefal GV9580 Pro Express – was £449.99, now £249.99 (44% off at Amazon)

Lowest ever price on Amazon? No (£179.99 in November 2018)

Tefal GV9580 Pro Express

We liked: Lightweight, resistant to limescale, large water tank

We didn’t like: fiddly to clean

This Tefal steam iron has been included in Amazon’s early Black Friday sale. Although Amazon mentions a 45% saving, we’ve previously seen this model at John Lewis and Robert Dyas for around £280. But a price drop down to £193.99 still equals a tidy 30% discount.

The Tefal GV9580 Pro Express has a continuous steam function, which is designed to iron out heavy creases from all types of fabrics. You have four different ironing settings to choose from, so you can pick the ideal combination of heat and steam for each piece of clothing.

A large 1.9-litre water tank should let you power through more than three hours of ironing without having to refill.

Read our full Tefal GV9580 Pro Express review, or buy it now on Amazon.


This model is a steam generator – these produce lots of steam but are more expensive than standard irons. Find out which cheaper irons will still help you whip through your ironing pile – see our steam iron reviews.


Beko SteamXtra SGA8328B – was £179.99, now £109 (39% off)

Lowest ever price on Amazon? Yes

Beko SteamXtra SGA8328B

We liked: Removes creases effectively, easy to clean

We didn’t like: Slippery handle, cord compartments are small

A steam generator iron from Beko that comes with a digital smart display – it tells you when the iron needs descaling and when water levels are low.

This model also allows you to set the temperature or choose ‘smart mode’, which automatically settles on the best settings for your fabrics. The Beko SteamXtra SGA8328B is fairly light at 0.8kg excluding the base.

Although this is the cheapest price we’ve seen yet on Amazon, you can grab this model for £10 cheaper at AO.com.

Read our Beko SteamXtra SGA8328B review, or buy it now on Amazon.

Swan SI16410N 360 Glide – was £39.99, now £27.29 (32% off at Amazon)

Lowest ever price on Amazon? Yes

We liked: Handles well, removes creases with ease, soleplate is tough

We didn’t like: Inconvenient buttons

A budget-priced steam iron from Swan that you can use corded or cordless. It weighs 1.6kg, has a 260ml water tank and produces enough steam for around nine minutes of use.

To use the Swan SI16410N 360 Glide in wireless mode, you simply place it back on the 360-degree base to warm up while you adjust clothes on the ironing board. Meanwhile, a 1.96-metre cord lets you stray further from the plug socket.

Read our Swan SI16410N 360 Glide review, or buy it now on Amazon.

Swan SI30170BLKN Steam Station – was £79.99, now £49.72 (38% off at Amazon)

Lowest ever price on Amazon? Yes

Swan SI30170BLKN Steam Station

We liked: Produces plenty of steam, stores away neatly, good at removing creases

We didn’t like: Big and bulky, water level can be hard to make out

You could save a tidy £30 on this Swan steam iron thanks to the Black Friday sale. This model has a 1.9-litre water tank and can steam for around 45 minutes without needing a refill.

The Swan SI30170BLKN Steam Station has one, two and three-dot thermostat settings, plus an energy-saving eco mode if you’re spending a long time at the ironing board. A replaceable filter is used to keep limescale at bay, while an auto shut-off feature will kick in after the gadget has been idle for eight minutes.

Read our Swan SI30170BLKN Steam Station review, or buy it now on Amazon.


More Amazon Black Friday steam iron deals:


Philips HD9260/91 – was £230, now £194 (16% off at Amazon)

Lowest ever price on Amazon? No (was £165 in May 2021)

Philips HD9260/91

We liked: makes great-quality food, easy to use, can program your own settings

We didn’t like: No cooking window, hefty

This Philips air fryer can cook up to 1.2kg of food, which means it can feed around five people in one batch. Once your meal is ready, you can take the detachable parts of the air fryer and put them in the dishwasher.

There are timer and temperature controls on the Philips HD9260/91. You can save your most-used settings to the air fryer’s memory, meaning you can create a library of your own automatic programs.

Read our Philips HD9260/91 review, or buy it now on Amazon.

Instant Pot Duo Crisp & Air Fryer – was £179.99, now £99.99 (44% off at Amazon)

Lowest ever price on Amazon? Yes

Instant Pot Duo Crisp & Air Fryer

We liked: Very versatile, easy to program, great for big batches of cooking

We didn’t like: Takes up a lot of space, slow to use

An air fryer with an 8-litre capacity that can feed a dozen people. This model has 11 programs: pressure cooker, sauté pan, steamer, slow cooker, sous vide, food warmer, air fryer, roast, bake, broil and dehydrate.

You get two interchangeable lids in the box. One of them has a steam-release valve for pressure cooking, while the other is a dome-shaped lid for air frying.

Read our Instant Pot Duo Crisp & Air Fryer review, or buy it now on Amazon.

Amazon Black Friday electric toothbrush deals

Oral B Genius 8000 – was £279.99, now £79.99 (71% off at Amazon)

Lowest ever price on Amazon? No (£69.99 in November 2020)

Oral B Genius 8000

We liked: Effective at removing plaque, easy to use

We didn’t like: You’ll need to make full use of the smart features to justify the price

Amazon usually sells this Oral B toothbrush for around £140, so a price drop down to £80 is a tempting offer. This is a better price compared to Argos (£89.99), Currys (£140) and Very (£165).

The Oral B Genius 8000 connects with the Oral-B smartphone app, which tracks your average brushing time and lets you set a custom dental care routine. At the top of the brush handle is the SmartRing – this will flash when you’re brushing too hard.

Read our Oral B Genius 8000 review, or buy it now on Amazon.

Oral B Smart 5 5000 – was £169.99, now £65 (62% off at Amazon)

Lowest ever price on Amazon? No (£49.99 in December 2019)

We liked: Cleans well, easy to change the brush heads, smartphone app compatible

We didn’t like: Other brushes we’ve tested have better recharge times

This electric toothbrush is smarter than most thanks to its ability to connect with the Oral-B smartphone app. From the app, you can see the average amount of time you spend brushing, plus you can create a custom dental-care routine.

App aside, the Oral B Smart 5 5000 is bundled with three oscillating-rotating brush heads: CrossAction, 3D White and Sensitive. To help you brush evenly, this Oral B model will alert you after 30 seconds so you can move to a new section of your mouth.

Read our Oral B Smart 5 5000 review, or buy it now on Amazon.

Amazon Black Friday electric shaver deals

Panasonic ES-RF31 – was £159.99, now £47.21 (70% off at Amazon)

Lowest ever price on Amazon? No (£15.36 in October 2016)

Panasonic ES-RF31

We liked: Quick to charge, LED display, easy to clean

We didn’t like: Five-minute charge only provides enough power for one quick shave

A cordless foil shaver from Panasonic that you can use wet or dry. This model has a handy battery level indicator so you know when it’s time to plug the gadget in for a recharge.

The Panasonic ES-RF31 is a breeze to clean – simply rinse the shaver under a running tap and then you’re good to go.

Read our Panasonic ES-RF31 review, or buy it now on Amazon.

Amazon Black Friday smart video doorbell deals

Arlo Video Doorbell Wire Free – was £179.99, now £94.99 (47% off at Amazon)

Lowest ever price on Amazon? No (£94.99 earlier in November)

Arlo Video Doorbell Wire Free

We liked: Good video quality, easy to set up and use

We didn’t like: Video storage requires a subscription

The Arlo Video Doorbell is a key rival to Amazon’s Ring Video Doorbell. It has HD video, infrared night vision and motion detection that will send you an alert when somebody is at your door. In the box, you get all the equipment you need to install the attentive doorbell yourself.

If you want more detection options and the ability to look back at 30 days of events captured by the Arlo doorbell, you’ll need a subscription. At the time of writing, you can cover a single camera for £2.79 per month, or unlimited cameras for £8.99 per month.

Read our full Arlo Video Doorbell Wire Free review, or buy it now on Amazon.


More Amazon Black Friday video doorbell deals:


Amazon Black Friday headphones deals

Apple AirPods (2019) with standard charging case – was £119, now £99 (17% off at Amazon)

Lowest ever price on Amazon? Yes

Apple AirPods

We liked: Comfortable, easy to use, completely wireless

We didn’t like: Fairly loose fit

Apple’s iconic AirPods have been included in the Amazon Black Friday sale. A £20 saving might seem like a small treat, but these truly wireless headphones have never been cheaper through Amazon.

These Bluetooth headphones support Apple’s Siri voice assistant, which means you can control your music or make a call without having to reach for your iPhone. Controls on the headphones (you can choose the left or right earpiece) will also play/pause your music or skip track.

Read our Apple AirPods (2019) review, or buy them now on Amazon.

Urbanears Plattan 2 Bluetooth – was £69.99, now £42.80 (39% off at Amazon)

Lowest ever price on Amazon? No (£31.67 in June 2021)

Urbanears Plattan 2 Bluetooth

We liked: Flexible and bendy

We didn’t like: Variable fit, can be tight to wear

Wireless, over-ear headphones that you can control with your voice using Google Assistant on Android or Siri on Apple devices. If you don’t fancy chatting with your headphones, you can use the dial on the right earcup to control your music and phone calls.

These Urbanears headphones feature a foldable design, which means you can tuck them into a bag when you’re done listening to your favourite music.

Read our full Urbanears Plattan 2 Bluetooth review, or buy them now on Amazon.

Sennheiser HD 300 – was £44.99, now £34.99 (22% off at Amazon)

Lowest ever price on Amazon? Yes

Sennheiser HD 300

We liked: Good build quality, impressive sound on a budget

We didn’t like: No headphone controls

These lightweight headphones have a 3.5mm headphone socket for connecting with compatible gadgets. Sennheiser markets these as over-ear headphones, but the earpads are so small that we consider them to be on-ear headphones.

The Sennheiser HD 300 headphones feature a flexible headband and fold-up earcups that make the headphones easier to carry around. There aren’t any in-line controls on the cable, so you’ll need to use your plugged-in device to adjust the volume or change songs.

Read our Sennheiser HD 300 review, or buy them now on Amazon.


More Amazon Black Friday headphones deals:


Amazon Black Friday lawnmower deals

Bosch City Mower 18 – was £269.99, now £160.60 (41% off at Amazon)

Lowest ever price on Amazon? Yes

Bosch City Mower 18

We liked: Light and easy to use

We didn’t like: Only three cutting-height settings

Savvy shoppers think ahead in the Black Friday sales, so there’s no harm in getting some garden accessories on this year’s shortlist. Bosch does a wide range of lawnmowers and this City Mower 18 is the cheapest it’s been on Amazon, with 41% off.

It has a 34cm cutting width, and at a whisker under 10kg it’s one of the lightest mowers we’ve tested – a fact that was appreciated by our testers, who found it effortless to lift and use.

Read our Bosch City Mower 18 review to see if it ticks the boxes elsewhere, or buy it now on Amazon.


More Amazon Black Friday lawnmower deals:


If you’re on the lookout for tech this Black Friday, make sure you’re buying a product that lasts. Use our free security tools to check how long laptops, mobile phones, tablets and routers will receive important security updates.


Amazon Black Friday shopping tips

With Black Friday fast approaching, Amazon and many other retailers are promoting ‘early Black Friday deals’. You might be tempted to click that ‘buy’ button as fast as you can before these vanish, but it’s important that you research both the product and the seller – and consider whether the prices are as cheap as they’re going to get.

To help you improve your chances at grabbing a genuinely good deal this Black Friday, consider our expert buying tips.

Stay glued to Which?

As Amazon publishes new deals to its website between now and 27 November, we’ll be digging out the best offers and letting you know if we spot any duds.

It’s not just Amazon we’re keeping an expert eye on, either. Our team of product experts will be working extra hard to bring you the very best Black Friday deals from Argos, Currys PC World and John Lewis & Partners.


You’ll find Black Friday advice, insider tips and tricks on our Black Friday insider’s guide.


Are you buying directly from the manufacturer?

While you’re shopping the Black Friday sales, check whether you’re buying directly from Amazon or a third-party seller – this will potentially affect your rights if there’s a problem or if you need to return an item.

In the example below, we’ve screenshotted an Amazon product page for a Google smartphone. Although the phone is made by Google, this specific item is sold by a third-party seller (circled in red). Amazon will fulfil the order, though, which means it handles customer service and returns.

If you’re buying from a third-party seller that promises to fulfil the order itself, that means delivery, customer service and returns are handled by the seller, not Amazon.

When researching one of Amazon’s third-party sellers, click the brand name to see an overview of customer ratings over the past 12 months.

Watch out for fake reviews

After checking Which? reviews, you might be tempted to have a look at some customer reviews on Amazon to help you make a final decision. Our research and investigations into fake reviews have found that online customer reviews can’t always be trusted, however, so exercise caution.

  • Fakers predictably use five-star reviews to bolster the overall score of their products, so a good way to avoid being misled is to ignore these entirely. Read four-star reviews and below for a more even-handed assessment of the qualities and issues other buyers had with a product.
  • Be wary of product reviews that contain lots of images, particularly if they’re predominantly on five-star reviews. Our previous investigations have found that fake review groups often request that people post multiple pictures or videos alongside a positive review in order to get a refund for the product purchase, so it’s likely that these reviews may have been manipulated.
  • Don’t take Amazon’s Choice at face value. We’ve found that this endorsement can be gamed by unscrupulous sellers, who use clever tactics to find ways around Amazon’s checks. Read more about how Amazon’s Choice can’t always be trusted.
  • A healthy degree of scepticism is your best weapon against fake reviews. If a product has an unusually high number of reviews relative to others in that category, especially if these reviews are overwhelmingly positive, you’d be right to exercise caution.

Shop savvy and read more about how to avoid fake reviews on Amazon in the Black Friday sales.


Customer Q&A can be a helpful resource

One aspect of Amazon’s community-driven review platform that can come in handy is ‘Customer questions & answers’. You’ll find this on the product page, and it’s a good place to look for answers about any specific queries you have about a product.

Know how to spot a good deal

Retailers will be battling extra hard for your attention this month, bombarding you with promises that they’ve got the best deals around. But even if you spot a significant price drop, that particular product you have your eyes on might not be at its lowest-ever price.

In fact, our latest pricing investigation proved that not every Black Friday deal is as good as it seems. We tracked the prices of 220 home and tech products advertised as ‘Black Friday deals’ in 2019 across Amazon, AO.com, Argos, Currys PC World and John Lewis & Partners for six months before and after the event.

After crunching the numbers, we saw that 85% of the products were the same price or cheaper at other times of the year. On top of that, a massive 98% either returned to their Black Friday price in the six months after, or fell to an even lower price.

There are a couple of price-tracking websites that help you see if a product has ever been on sale for less than its current price. CamelCamelCamel can be used to track Amazon price history, while PriceHistory.co.uk focuses on Argos discounts. You could also give PriceSpy a go – it covers a whole range of online retailers.

Returning Black Friday purchases to Amazon

If you buy a product from Amazon during the Black Friday sale and it arrives on your doorstep damaged, the retailer is fully responsible.

According to the Consumer Rights Act, your purchase needs to be of satisfactory quality, fit for purpose and as described. If the product doesn’t meet one of these requirements, the retailer (not the manufacturer) is at fault.

But even if your purchase isn’t damaged or faulty, you can still return it under Amazon’s voluntary returns policy. A message on the retailer’s website says: ‘You can return most products from the Amazon sites to Amazon within 30 days of receipt of the products.’

To do so, you’ll need to access Amazon’s ‘returns support centre’ page online.


For more on online returns, faulty goods rights and store returns policies, see our Consumer Rights guide: I want to return my goods, what are my rights?


How to recycle your old tech

If you’re looking to replace some aging technology by shopping the Black Friday sales, make sure you dispose of your old items in the correct way.

There are plenty of ways you can offload your unwanted electronics. One option is kerbside collection for small electrical items – in many cases, your local council will collect smaller items such as toasters and kettles.

Alternatively, you can drop items at a local recycling centre, or hand over your items to retailers that have their own recycling schemes. Appliances Direct, Argos, Currys, Ikea and Robert Dyas all have ways of dealing with your unwanted items.


For more details on how to get rid of your unused gadgets, consult our guide on how to recycle electrical items.


Black Friday deals from other retailers


This story was originally published on 8 November 2021. We’ll keep updating it whenever we spot new deals from Amazon that our experts believe are worth buying.

*Based on data from price-tracking tool CamelCamelCamel.

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