Amazon Launches Digital Gift Guides Ahead of Prime Day, With Alexa’s Help

Jamie Grill-Goodman
Editor in Chief
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Amazon has launched its “biggest-ever” selection of digital gift guides and exclusive storefronts ahead of its annual Prime Day event on October 13-14.

The guides, found at, are “easy to navigate” the retailer said, and for those seeking inspiration Amazon has brought in its Alexa voice commerce tech to dole out gift ideas. Shoppers can say, "Alexa, find funny gifts" or "Alexa, give me holiday gift ideas,” as well as "Alexa, give me gift ideas under $50.”

See also: "Voice Transforms Kiosks from Touchscreen to Touchless."

The retailer has launched several guides, covering categories from home to toys, as well as a 2020 Amazon Launchpad Holiday Gift Guide, which features hundreds of gift ideas from small brands. The assortment of products from small brands ranges from smart home tech, to premium beauty products and toys, and shoppers can shop by a variety of interests, including gifts by price, 50 under $50, stocking stuffers, and more.

Shoppers can also connect with local small businesses through Amazon’s Small Business Gift Guide, featuring items from U.S.-based small businesses. New this year, customers can shop a selection of gifts from small businesses hand-picked by Jessica Alba, Ayesha Curry, Earvin "Magic" Johnson, Chriselle Lim, Arianna Huffington, and Whitney Wolfe Herd. Until October 12, when Prime members spend $10 on items from select small businesses, they will receive a $10 credit to spend on Prime Day.

Amazon's new Beauty Gift Guide experience, which serves as a one-stop destination for self-care needs, lets customers shop for gift sets and find skincare, makeup, appliances, fragrances, and more.

Amazon has also launched the following gift guides:

Amazon's Toy List includes the KidKraft Amazon Alexa Enabled 2-in-1 Kitchen & Market, a smart connected toy that works with Amazon Alexa skill.

Holiday Toy List
The 2020 Holiday Toy List allows shoppers to browse by age, category, or brand. New categories this year include "Collectible Toys," "Movie and TV Characters," and "Play Vehicles." The Holiday Toy List features over 1,900 products, including 200 toys exclusive to Amazon.

It also features the KidKraft Amazon Alexa Enabled 2-in-1 Kitchen & Market. The smart connected toy works with Amazon Alexa skill to provide interactive play across five modes and its smart food and pot and pan interact with the toys' built-in sensors.

Additionally, for the third year in a row, to donate to a child in need, shoppers can say "Alexa, donate to Toys for Tots." Customers can choose whether they would like to donate money or an item. If customers choose to donate a toy, Alexa will then offer a reasonably priced item appropriate for kids from the Toys for Tots Charity List. After a customer confirms the order, Amazon ships the toy directly to Toys for Tots. Customers can donate now through January 11, 2021. Amazon will match all toy donations with a toy for toy match.

Fashion Gift Guide
The 2020 Fashion Gift Guide features hundreds of gifts and Amazon’s Top 100ish Gifts list, the one-stop destination for looks from brands like SAVAGE X FENTY, adidas, 3.1 Phillip Lim, and Alo Yoga, Levi’s, Champion, and Carhartt, plus exclusive new designs from private brands like Amazon Essentials, Spotted Zebra X Disney, and The Drop.

Home Holiday Guide
The 2020 Home Holiday Guide includes gifting and holiday prep items. New this year are shopping categories for "Holiday Festivities" to inspire seasonal traditions at home, and "Space Refresh" for customers looking to gift themselves a home upgrade. Customers can also support small businesses and makers by browsing handcrafted gifts and décor in the Handmade Holiday Gift Guide.

Electronics Gift Guide
The Electronics Gift Guide features more than 1,000 tech products, including the latest Amazon Echo, Echo Show, and Fire TV devices. Shoppers can also shop for pre-owned tech from Amazon Renewed. While shopping the guide, customers can view live product demonstrations, deals and more.

(RED) Gift Guide
For the fourth consecutive year, (RED) is teaming up with Amazon to provide customers a single destination to shop an array of products that give back, spanning tech, fashion, health and wellness, kitchen and home, and more. This year, each purchase will not only support (RED)’s fight to end AIDS, but also help combat the effects of COVID-19 in sub-Saharan Africa. 

Customers can donate to (RED)’s fight against these two pandemics on any Echo device by asking, "Alexa, donate to (RED)."

Additionally, from October 5-12, eligible Prime members with an Amazon Prime Rewards Visa Signature Card or Amazon Prime Store Card will receive 10% back on select products included in the electronics, home, and toys gift guides.