Hold onto your shopping carts… Black Friday has come at last! Here at Shop TODAY, we’ve been hard at work preparing — I personally spent the last couple weeks combing through hundreds of thousands of deals (yes, really) to pull out the best, biggest and most popular markdowns you can find on Amazon.

All that prep work comes in handy because for a team of retail experts, Black Friday is truly our biggest event of the year. This weekend is the best chance shoppers will get for the remainder of 2025 to score deals on everything from household essentials to gifts for everyone on your list. To help you out in your sale browsing, commerce editor and producer Julie Ricevuto stopped by Studio 1A to spotlight some of our favorite deals. From an editor-loved CC cream to toy deals, cashmere accessories and beyond, all of these top sale finds are conveniently available on Amazon (no door-busting necessary).

If we’ve learned anything from our years of covering Black Friday and Cyber Monday, it’s that the hottest deals sell out fast. So if you spot a deal you like, now’s the time to get it before it’s gone. And with that, happy Black Friday shopping — may your carts be full and your discounts steep!

Best Amazon Black Friday deals seen on TODAY

Coat season is here, and these picks from Eddie Bauer are usually over $100, but now they’re marked down up to 50% off. They’re water-repellent and light enough to be easily packed for travel, but still super warm thanks to the down insulation. Both come in an extended size range and five colors.

These jeans feature an ultra-flattering secret weapon — NYDJ’s “Lift & Tuck” technology that smooths, slims and sculpts. They even tell you to size down! The brand’s popular wide-leg Teresa and slim-fitting Marilyn styles are both on sale up to 61% off on select sizes and styles right now.

Customers love these Adidas running shoes for men and women for their “Dreamstrike” midsole and great traction — and now they’re majorly discounted for Black Friday.

“Because these are at a lower price point, they’re a great option for beginner-level runners who are just getting into running but don’t want to break the bank on super expensive sneakers just yet,” Ricevuto says, adding that they’re also a solid choice for “people who prefer walking workouts or just for general daily use.”

Luxury beauty brand Elizabeth Arden rarely goes on sale, but right now you can get these two favorites for 40% off. The capsules won for best overall retinol in Shop TODAY’s Beauty Awards, thanks to their gentle formula and biodegradable single-dose capsules. Plus, Ricevuto says this lip balm with SPF in it is one of the most moisturizing formulas she has ever tried.

“I have been using this for years (since it launched!) — it’s my go-to CC cream when I want an absolutely flawless complexion,” Ricevuto vouches. “It’s color correcting so it’ll neutralize redness or uneven tones, and it blurs the appearance of pores and mattifies skin… Plus, it has SPF in it and anti-aging ingredients like hyaluronic acid and niacinamide, so you get skin benefits as well!”

According to findings from Adobe for Business, toys are expected to be among the top purchases during Black Friday. If you’re among the many people shopping the category, these deals on some of the hottest toys of 2025 will certainly delight any little ones in your life. Score a discount on everything from Kinetic Sand to Magna-Tiles. And last year, the Ms. Rachel toys we featured sold out early — so Ricevuto recommends snagging this “speak and sing” doll before it’s gone.

Best Amazon Black Friday tech deals

AirTags are the perfect stocking stuffer for teens and adults to keep track of their valuables. This is a huge deal alert because its currently at its lowest price ever, according to the price tracker CamelCamelCamel.

Prefer to use streaming services over cable TV? Amazon’s streaming device can connect to a multitude of platforms for your viewing pleasure. During Black Friday sales, select Amazon devices are marked down for up to 50% off.

If you know someone who is always in need of a charge, this highly-rated power bank is nearly 30% off. Reviewers say they can get several recharges out of the battery until it needs to be recharged itself.

Bring the party wherever you go with this portable clip speaker that’s 25% off on Amazon. This JBL speaker is water- and dust-proof, making it ideal for outdoor get-togethers.

In need of a gift or stocking stuffer for the traveler in your life? This Bluetooth-enabled device (and Travel Gear Awards winner) allows them to use their favorite wireless headphones to connect

Don’t miss out on this 50% off deal on the Amazon Fire 10 tablet. It does everything from streaming to video calling to e-reading.

Say cheese! Turn your smartphone albums into instant 2 x 3-inch photos with this clever mini wireless printer bundle that comes with a 10-pack of printing sheets. You could even give your captures a special custom touch with the option to add filters, contrasts, stickers and more.

Score 31% off this lightweight pair of headphones, which are easy to use on the go. Great for runs, hikes or just a peaceful walk, these bone conducting headphones make it easy to listen to your music while being aware of your surroundings.

Whether you’re shopping for a book lover or looking to upgrade your own e-reader, the Kindle Paperwhite is currently on sale for Black Friday. The brand says this is the newest generation with faster page turns and up to 16 GB of storage.

More Black Friday Kindle deals:

• Amazon Kindle Scribe (64GB), $309.99 (31% off)
• Amazon Kindle (16 GB), $79.99 (27% off)

If you’ve been waiting to get the viral health tracker, now is the time! Shop TODAY editors love it for the convenience and accurate tracking, but the best part? It’s on deal in every color option.

Type A personalities, rejoice! This 15.4” touchscreen calendar keeps all of your plans and chores secure in one secure, accessible hub. Just connect to your Wi-Fi and sync your calendar and to-dos in minutes.

Now’s the time to score deals on major electronics! The Samsung Frame TV offers endless viewing options and blends into your decor when not in use. The TV has a matte screen that displays art from a curated collection, per the brand.

More Black Friday TV deals:

• Insignia 40” Class F40 Series LED Full HD Smart Fire TV, $89.99 (40% off)
• Amazon Fire TV 50” Omni QLED Series 4K UHD Smart TV, $279.99 (40% off)

Best Amazon Black Friday beauty deals

This bestselling thermal heat protectant is 61% off during Amazon’s Black Friday deals. Before styling, you spritz this on your hair to minimize damage and boost shine.

For under $10, you’ll get four makeup blending sponges that reviewers refer to as “the best” option out there. They make a perfect stocking stuffer for teens and adults, too.

A staple in K-beauty lovers’ medicine cabinets, Beauty of Joseon’s eye serum delivers ample efficiency for a minimal price point. It contains powerhouse ingredients like niacinamide and ceramides along with ginseng root extract that aids in reducing inflammation.

We can’t always log the aspirational eight hours of sleep, but these patches can help perk up sleepy under-eyes. They contain collagen and retinol to target fine lines, as well as plump and brighten skin.

A mainstay in beauty cabinets across several generations, L’Oreal Paris is renowned for their targeted formulation and transformative results after just a couple of weeks of consistent use. Their famed Revitalift moisturizer, currently 40% off ahead of Black Friday, was a winner in Shop TODAY’s inaugural Mature Beauty Awards this year!

to the in-flight entertainment en route to their next destination.

This 3-in-1 hair product is a game changer for dry, color-treated, over-processed or heat-damaged hair. It minimizes frizz, acts as a heat protectant and improves the health of the hair after use. “My hair is so shiny and frizz-free after use,” says Ricevuto. “It gives me that glossy hair appearance that typically only comes after a day at the salon.”

One editor gave this bundle a try after struggling with stress-induced hair loss and found that her appeared noticeably “healthier” after one wash. “My hair feels silky sliding through my fingers, and even when I wore my hair up in a clip, my hair was so soft that it didn’t have much grip within the hair accessory,” she said.

Elevate your daily oral hygiene with this affordable electric toothbrush. According to the brand, this sonic toothbrush is clinically proven to remove up to 7x more plaque than a manual toothbrush.

Score 36% off on this Shop TODAY award-winning brand. This compact hairdryer has three temperature settings and claims to dry your hair two times faster.

Black Friday is an excellent time to finally commit to solving problems you’ve been putting off due to cost. This expert-recommended hair serum by Vegamour is formulated with caffeine and biotin that helps with preserving density and fullness.

If the ultimate hair tool is on your shopping list this season, you can save $150 off the Shark FlexStyle. This system comes with everything you need to create voluminous blowouts, beach waves and more.

This red-light, which provides a luxe skin treatment for tighter and clearer skin, is 13% off on Amazon. A 2025 Gifts We Love winner, this Black Friday deal is a must-get for any self-care lover.

Best Amazon Black Friday home deals

The brand says a satin pillowcase has a variety of hair and skin benefits with its breathable fabric, from reducing hair breakage to preventing sleep lines.

If you’ve been casually wanting to switch from drinking coffee to matcha, consider this your sign to make it one of your 2026 resolutions. This Shop TODAY Gifts We Love award-winning starter set equips you with everything you need to make the perfect latte.

Stock up on your favorite holiday candles while they’re marked down by 40%. The Balsam and Cedar scent will have your home smelling like a Christmas tree farm, which is perfect if you have an artificial tree.

Forgetting to defrost the turkey before Thanksgiving dinner or bacon before family brunch is a hosting faux pas if we’ve ever seen one. Enter this ingenious tray to save your meal thanks to its high-conductivity aluminum material that rapidly thaws frozen food quickly and safely.

Whip up your favorite waffle recipes without the mess! This waffle maker is easy to use, provides even heating and is under $20.

Big messes require a bigger effort to get the job done. One of our team’s favorite home solutions is Miss Mouth’s top-rated, bestselling stain remover due to its unmatched ability to tackle any kind of splotch, splash or smudge, no matter how stubborn it is.

If you’re looking to start decorating for the holidays, now’s your chance to score deals on artificial trees, including the pick above.

This editor-loved umbrella is not only a practical gift, but it is one they’ll never want to lose. Multiple Shop TODAY editors have this umbrella and can attest to its ability to put up with wind and heavy rain.

The portable mini Green Machine makes cleaning your upholstery, carpets and car easier than ever. The brand says it can be used on a variety of stains, from pet accidents to spills.

For Shop TODAY’s Ranked series, this air fryer was our best overall pick for its easy-to-read settings and “produced the best looking chicken.” Score it now while it’s 25% off.

Committing to making coffee at home? Snag this brewer for 43% off ahead of Black Friday and make hot or iced coffee on your own time.

More Keurig Black Friday deals:

• Keurig K-Express, $59.99 (45% off)
• Keurig K-Café Barista Bar, $99.99 (29% off)
• Keurig K-Iced Coffee Maker, $79.99 (38% off)

Looking for an easy (and good-for-you) upgrade? This filtered showerhead is one that multiple Shop TODAY editors have and love. It’s also easy to install as one editor notes she was able to do it by herself in just five minutes.

This Black Friday, treat yourself to a set of two of Our Place’s bestselling Home Cook Pots for 20% off. With these pots’ nonstick design and multi-use features, it’s no wonder it was a Google top 100 gift for the year.

The bestselling cordless Dyson V11 comes with an assortment of attachments to effectively pick up hair, dust, and dirt from floors and hard-to-reach areas. Don’t miss out while it’s under $400.

Best Amazon Black Friday fashion deals

Whether you’re upgrading your current wallet or want an alternative option for those days you’re looking to travel lighter, this slim, RFID-blocking wallet is a smart buy now that it’s marked down to under $10.

With the sun setting before 5 p.m., a pair of cozy pajamas makes the perfect gift (and a little treat for yourself, too). This short-sleeve set from Fruit of the Loom is an impressive 57% off right now.

Looking for a gift for him? Need to stock up on basics? This pack of three briefs from Calvin Klein is under $20!

Whether you’re loading up on stocking stuffers or just replenishing your sock drawer for the winter, you’ll want to snag a couple pairs of these award-winning chenille socks while they’re 34% off.

It’s cozy season, which means it’s time to break out the suede slippers! These clogs from Dearfoams are ideal for both indoor and outdoor use, with a memory foam insole for peak comfort with each step.

Subtle enough to wear on the daily but sparkly enough to elevate any ensemble, this delicate heart pendant necklace from Kendra Scott makes a perfect gift for any woman who likes to wear her heart on her sleeve (or right on her chest).

There’s never a bad time to grab jeans on sale — and we think this 40% markdown is the perfect excuse to shop. This flattering style is available in regular and plus sizes and in several different washes.

Did you know that you’re supposed to swap out your sneakers about every six months? These lightweight, comfortable favorites from Adidas are currently marked down, so you don’t have to break the bank on a new pair.

A leather jacket is arguably the hottest staple piece of the decade. Give your next outfit a cool touch with this oversized, vegan leather jacket that will have you looking super trendy and chic.

Naadam is beloved for its super soft, high quality cashmere items — in fact, Ricevuto says Google searches for the brand have increased by over 230% in the last month. This scarf is made from a cotton-cashmere blend and has spacious pockets for maximum fashion and function.

Nike’s trendy Court Legacy shoes have a platform to add height and style. We’re loving the white, black and hemp colorway for the fall and winter seasons.

Just in time for the colder weather, this fashion-forward faux leather jacket is currently marked down to its lowest price in recent months. It’s reversible, so you can wear it with the plush side or faux leather side showing.

If you’re looking for a new running shoe, this pick from an award-winning brand is on deal for just over 40% off. We also love that it comes in wider sizes for those with wide feet.

Best Amazon Black Friday toy deals

Your kids will adore this trendy slime kit, which was a 2025 Gifts We Love Winner. Unlock their creativity and motor skills with this set that allows them to create the fluffiest, stress-relieving fluffy slime — now 62% off.

Remember Furbies? Now they come in a cute mini size, making them a perfect nostalgic gift. Coming in a pack of two, these Furblets have over 45 sound effects, speak their unique Furblish language and even sing to each other.

Little ones will actually love helping you around the house with this cleaning play set. “My child had so much fun playing with it, and it’s great for encouraging pretend play and teaching responsibility in a playful way,” said one Amazon reviewer.

The Minecraft-obsessed kid will love this build set from Lego. The finished product features movable legs and a hidden compartment. If they’re not a gamer, though, there’s plenty of other Lego sets on sale during early Black Friday deals!

Magna-Tiles are always a popular STEM gift for youngsters working on their fine motor skills through hands-on play. Their original 32-piece set has remained a bestseller ever since they launched, and now you can secure it for 30% off ahead of Black Friday.

Introduce little ones to bike riding with this balance bicycle. The difference? Instead of pedaling, they use their legs and balance to walk around on it. It even comes with a cute plush toy to ride along with.

One of the most coveted screen-free toys on the market for the last few years has been the Toniebox. With its younger sibling, the Toniebox 2, recently hitting shelves, now’s a convenient time to get the OG storytelling device for a great deal during the Black Friday sales holiday.

Meet the experts

Our team features a range of qualified experts and contributors in our broadcast segments to reveal the latest in trends, remarkable sale events and all things shopping across a variety of categories. Products were independently chosen by members of the Shop TODAY team along with Adrianna Brach.

• Adrianna Brach is the editorial director at Shop TODAY, with over a decade of experience as an editor covering beauty, fashion and shopping.

• Shop TODAY is a team of shopping editors and writers who spend hours every day finding the best new products, tried-and-true favorites and more that are worth shopping, according to our high standards.

How we chose

We meticulously combed through over 200,000 products on sale on Amazon in the lead-up to Black Friday 2025 to determine the absolute best Black Friday deals, identifying expert recommendations from previous reporting on Shop TODAY and staff-tested award winners. We also consider factors like a high average rating (of over four stars), the amount of verified shopper ratings (over 1,000) and specific user feedback.

As an editorial team, we independently create content and determine coverage based on research, reporting and what we think TODAY.com readers would like to read about. The goal of our content is to provide a service and inform readers who are on the hunt for the latest products to help make their life better. Items are sold by retailer, not TODAY. Pricing and availability are accurate as of publish time. Learn more about Shop TODAY.

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