Holiday shopping has officially started, and if you're having trouble wrapping your mind around that, we're here to help. It's never too early to start checking off your nice list or creating your own wishlist, and you can always count on Amazon to be a one-stop shop for all things gift-giving.
Amazon's Top 100+ Gifts list highlights the most popular gifts for everyone on your list, including her, him, teens, kids and even stocking stuffer ideas — and we have a curated list of our favorite finds. In fact, Shop TODAY got an in-person preview of many of the must-have items, with many picks being award winners, as well as editor- and reader-favorites.
And that's not all. Below, you can learn how Amazon is helping make gift-giving easier with its new shopping innovations and AI assistant. To get started, keep scrolling to see our selection of the most buzzy products of the year, such as cozy Uggs, viral beauty, Furby and more of the season's top gifts.
Best Advent calendar to gift$undefined$49.99
Best beauty gifts, according to Amazon
This Shop TODAY Beauty Awards winner makes for a great gift for any beauty lover in your life. The hydrating sheet mask is meant to be worn overnight, but if you're a turbulent sleeper, it works wonders in just a few hours, too.
A tried-and-true lip mask from editors, readers and shoppers; this lip mask is thick, creamy and leaves your lips feeling moisturized. Editorial assistant Erica Marrison says this treatment is her "go-to" and finds it less greasy than petroleum jelly.
Sol de Janeiro's travel kit includes its greatest hits, including the viral Delicia Drench Body Butter. "It's deliciously thick and hydrating and is made with a ton of superstar ingredients; shea butter is the second ingredient!" says production associate Audrey Ekman. "A little goes a long way when I apply it immediately after I shower ... and it has seriously made my skin the softest it's ever been."
This luxurious and hydrating body wash looks elevated in the shower and provides a spa-like scent. "I'm a scent-sensitive person and actually really like this!" raves Marrison. "It's not too strong and it doesn't seem to linger post-shower."
Who doesn’t love a multifaceted product? This hair care product is not just a heat protectant; the brand says it’s also a leave-in conditioner that softens and detangles hair. No wonder it’s a part of the Top 100+ picks!
Best home gifts, according to Amazon
When it comes to water bottle rankings, Shop TODAY editors say Owala reigns superior. The design is ideal for quick sips during workouts and comes in colorways suited for anyone.
Candles are always a top-notch gift for anyone on your list. The brand Boy Smells offers unique scents that blend feminine and masculine scents.
If you're looking for a gift for foodies or a holiday host, Fishwife offers a holiday set with a variety of flavored tinned fish, which are perfect for topping on crackers, toasts or tossed into salads.
Kick off the holidays with the bestselling Bonne Maman Advent calendar. Each morning, you can enjoy a delicious spread of apricot with lavender, wild blueberry with maple syrup and more tasty jams.
The best thing about Bala Bangles is that they're foolproof and can be used by anyone, from pilates workouts to adding resistance during daily walks.
The gift of a good night's sleep is probably the greatest gift you can give. This smart alarm clock offers features for a calm bedtime and wake-up routine, including sunrise simulation, sleep sounds and a bedside light feature.
Best fashion gifts, according to Amazon
This unisex beanie comes in a variety of colors and has stretchy fabric that fits most, per the brand.
You can always count on a bomber jacket to keep you warm and stylish during the cooler months. Levi's quilted jacket comes in a variety of colorways, and if you're looking for an oversized fit, opt for the next size up.
Whether you're shopping for a sister, mom or best friend, a classic satin pajama set is always a hit and will have them feeling like an Angel themselves.
Looking for something special? Amazon offers curated items from a variety of premium and luxury brands. And since Coach has been having a comeback, any fashionista will love incorporating this silk scarf into their iconic looks.
It's not a top gift list if a pair of viral Uggs isn't on the lineup. So it's no surprise to see these cozy platform slippers are back again as a must-have "for her."
Best tech gifts, according to Amazon
Let's face it, everyone can use an AirTag — that's why it makes such a great gift. It's perfect for jetsetters, pet parents or those known to constantly misplace their keys.
If you're looking for the perfect teen gift, a digital camera is probably at the top of their list.
Airline headphones ... aren't the best, but thanks to this gadget, you can watch your in-flight entertainment from the comfort of your own noise-canceling earbuds.
Xbox has a number of Bluetooth controllers for any type of gamer. The transparent variations have a nostalgic feel of the days of Game Boy and Nintendo 64.
A new Kindle is the perfect gift for the book lover in your life. It has a lightweight design, up to 16GB of storage and can sync to library rental apps such as Libby.
With "powerful sound" and up to 50 hours of battery life, the Beats Solo 4 is for any music lover, whether their commuting, studying or relaxing with their favorite tunes.
Best toy gifts, according to Amazon
This popular STEM toy provides imaginative play and learning. With 42,000 ratings, reviewers claim they're "perfect for play and sensory needs."
What makes this Minecraft Uno deck different from the rest? It has a "Creeper" card, which makes players draw three cards — and in a game of Uno, that can make or break a player.
Every night is pizza night with this Play-Doh playset. It comes in a fun pizza-style box and eight tools to whip up their favorite toppings.
Where will the Elf on the Shelf be lurking? The spots are endless, and kids will love waking up to see where the elf appears next.
Furbies have officially made a comeback and this Furby is glammed up in gold accents. Plus, it can tell fortunes, dance and put on a light show.
What is Rufus?
Need an extra hand while shopping? Rufus (named after Amazon’s beloved “Amazon Dog”) is Amazon's AI-powered shopping assistant. The retailer introduced the friendly chatbot in early 2024 to help customers make informed decisions off a variety of product factors, from community Q&As to product details.
According to Amazon, you can ask Rufus questions such as "Is this coffee maker easy to clean and maintain?” or “What are the best lawn games for kids' birthday parties?" The shopping assistant is available to all U.S. customers on both the Amazon app and the desktop website.
What is Amazon Lens?
Another handy shopping feature you may not know that the retailer has to offer is Amazon Lens. It's the camera icon next to the search bar, and it allows you to take a photo of an item in front of you, upload a picture, or scan a barcode to find an exact match or similar item on Amazon. For instance, if you see your friend wearing a cute pair of shoes, you can quickly scan with Lens and similar options will populate via Amazon!
How we chose
We combed through Amazon's Top 100+ Gift List toy lists and curated a list of our favorite picks. Many of these items selected are Shop TODAY Award winners or editor- and reader-favorites, and many were seen firsthand at an official Amazon event.
Don’t forget to check out Shop TODAY’s other gift guides for everyone on your list, including kids, beauty lovers, in-laws, couples and more.
