Black Friday isn’t just one single shopping day. Amazon calls its version Black Friday Week, which actually runs for almost two weeks, from Nov. 20 through Dec. 1.
On Sunday, the company issued a news release detailing some of the deals and changes it has made this year. To no one’s surprise, Amazon is continuing to incorporate Rufus, its built-in AI shopping assistant. The company says Rufus can track prices, personalize recommendations and automatically buy items when they reach a shopper’s set target price.
Don’t miss any of our unbiased tech content and lab-based reviews. Add CNET as a preferred Google source.
Read also: Winning Black Friday 2025: How to Score Sales Early
Rufus is Amazon’s AI assistant
Rufus, Amazon’s AI shopping assistant, can play a significant role in your shopping experience. You can ask Rufus what’s trending, what fits your set budget or what matches your buying interests. It can surface personalized picks based on your shopping habits, wish lists and browsing patterns.
Rufus can also help you track prices. If there’s an item you’re waiting to buy at a specific discount, Rufus can monitor its price — checking frequently throughout the day — and automatically purchase it once it hits the threshold you’ve set. That means you won’t have to worry about missing lightning deals or losing items in your cart.
Shoppers can also use Rufus for product discovery. The AI assistant can provide tailored gift suggestions or compare products side by side. Because it’s embedded in the Amazon shopping experience, you can ask follow-up questions, refine your preferences or switch categories without having to start over.
Read more: CNET Readers Love Tech Products. Here Are Their Top 100 for 2025
How to save more while you shop this Black Friday
You don’t need a spreadsheet and a stopwatch to survive Black Friday, but a little strategy goes a long way. Here’s how to stay smart:
- Plan ahead: Start by making a short list of items you genuinely want or need. It’s the easiest way to avoid getting pulled into flashy «half-off» deals that aren’t actually planned purchases.
- Create a wish list: Add items early and monitor their pricing throughout the week, as Amazon refreshes deals and inventory daily.
- Check membership perks: Prime members receive an extra layer of savings with faster shipping options.
- Timing matters: If you’re shopping across categories, keep an eye on rotating daily deals, since some of the steepest discounts only last a few hours.
- Set a budget before shopping: Above all, set a firm budget and stick to it. The best Black Friday win is scoring deals without overspending.
Best Black Friday deals this season
Here’s a quick look at some of the discounts Amazon announced:
- Amazon devices: Up to 50% off Echo devices, Fire TV devices, Blink security systems and more.
- Home and holiday decor: Discounts on artificial Christmas trees, ornaments and seasonal decor.
- Grocery deals: Holiday dinner specials, including turkeys and bundled meal savings.
- Electronics: Markdowns on products from Bose, JBL, Canon, Acer, Asus and TVs from LG, Hisense and TCL.
- Home and kitchen appliances: Up to 55% off Shark appliances, plus discounts on Ninja, Vitamix, Nespresso and Staub.
- Fashion and beauty items: Up to 50% off brands like Levi’s, GAP, NAADAM, Theory, AllSaints and premium beauty products.
- Books and travel: Up to 80% off Kindle books, print book discounts, and savings on hotels, cruises and car rentals.
- Prime Visa and Prime Store card perks: Eligible cardholders can earn extra cash-back rewards during the sale.