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Amazon February sale: 24 best deals to shop now - expert-approved

I’m an Amazon professional shopper and these are the best discounts, trust me

Amazon Prime Day dates confirmed
Katherine Robinson
Katherine RobinsonSenior Lifestyle Editor
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Can you believe it's February already? If you missed the January sales, fear not - there are still plenty of bargains to be had over at Amazon - you can get huge discounts on hundreds of products across the site in all categories. Great if you're looking for a Valentine's Day gift, or even if you want to get an early start on shopping for a Mother's Day gift.

What should I shop in the Amazon sale?

I shop Amazon for a living and I’ve rounded up the only deals worth shopping right now across beauty, tech, home and more, keep scrolling for my top picks. And you can shop the full list of Amazon deals at their dedicated UK hub and US hub.

How we chose the best Amazon sale deals 

  • Personal experience: My name is Katherine and I've been shopping Amazon for a living for HELLO! Online for the past three years, so I know a good deal when I see one. I price check against multiple retailers and search high and low for the best discounts. I also reached out to my HELLO! colleagues for their recommendations. 
  • Trusted products: Where possible, we included products tried and tested by the HELLO! Online team - and we only recommend something if we love it. 
  • Ratings: Where we couldn’t personally test the products ourselves, we focused on ratings from Amazon-verified shoppers - only including sale items that had been consistently rated highly for quality and value for money. All of the products had a star rating of 4.5 out of 5 and above. For more information on how star ratings are calculated, please see below.
  1. 1/24

    Olay Regenerist Face Cream

    Olay Regenerist Face Cream

    Olay deal

    Olay is a beauty staple loved by millions, including several celeb fans - Dolly Parton, Kim Kardashian and Drew Barrymore to name a few. This is a great deal for anyone wanting to stick up and the brand’s firming day cream - which reduces the look of fine lines and wrinkles, especially under the eyes, jawline and neck.

  2. 2/24

    Real Techniques makeup brush set

    Real Techniques makeup brush set

    Real Techniques deal

    This great set has a whopping 30k positive reviews and counting, which just goes to show you how good it is. If your makeup brushes need a refresh, now’s the perfect time to snap up this deal.

  3. 3/24

    Amazon Fire HD 8 tablet

    Amazon Fire HD 8 tablet

    Fire Tablet deal

    If you’re after an affordable Android slate, Amazon’s own Fire HD tablet is a great choice, especially at this discount. You can listen to music, watch TV on your favourite streaming services and read books. It also works with Alexa, so you can ask it to call friends and family and control Alexa-enabled smart devices in your home.

  4. 4/24

    Echo Dot (5th Generation)

    amazon echo dot

    Echo Dot deal

    Echo Dots are one of those pieces of tech that you’ll honestly wonder how you lived without once you have one installed in your home. Take advantage of this deal and snap one up at a cut price in the Amazon sale. Our Senior Lifestyle Editor Karen Silas loves hers. She says: "I bought an Echo Dot on sale, then found it so useful I eventually went on to get one for every room - all on sale. At first I just used them to set reminders and alarms, but now I use them for everything from updating my shopping list to listening to music (you can use Amazon music or connect to apps like Spotify) and having it warn me when it's going to rain. It's also easy to create routines, like starting your day with the device telling you what's in the news and on your calendar.

    “If you've always wanted a smart home, get some smart light bulbs and plugs. I love being able to tell the device to turn the lights on or off in any room without having to go around flipping switches."

  5. 5/24

    Elizabeth Arden Eight Hour Cream

      Elizabeth Arden Eight Hour Cream

    Elizabeth Arden deal

    Elizabeth Arden's mighty Eight Hour cream is a beauty cupboard must - it calms, protects and hydrates skin for up to eight hours, and can be applied at any time of the day. With a saving like this, it's the right time to stock up.

  6. 6/24

    All-new Amazon Fire TV Stick

    All-new Amazon Fire TV Stick

    Amazon Fire TV Stick deal

    Now’s the time to act if you want to grab the latest model of the Amazon Fire TV stick with a good discount. It has a whopping 100k positive reviews and counting - so it’s a no-brainer if you ask me! It plugs neatly into the HDMI port at the back of your TV and gives you instant access to hundreds of thousands of films and TV episodes through your favourite streaming apps as well as dedicated power, volume and mute buttons to control your TV. It works with Alexa, so you can ask it to play your favourite show in an instant. And you can also view live camera feeds, check the weather and stream millions of songs.

  7. 7/24

    Shark Upright Vacuum Cleaner with Anti Hair Wrap

    Shark Stratos Upright Vacuum Cleaner with Anti Hair Wrap Plus & Anti-Odour Technology, Pet Pro Model [NZ860UKT]

    Shark deal

    You’d be hard-pressed to find a better price on a Shark than Amazon are currently offering. This Shark cleaner has anti-hair wrap technology and it transforms into a portable vacuum. It has over 11k glowing reviews on Amazon.

    Our Senior Lifestyle Editor Karen Silas loves her Shark. She says: "It's lightweight, you can separate the battery to charge it so you don't have to plug in the whole vacuum, it has amazing suction power on both wood floors and carpet, and I absolutely love the easy-to-detach handheld vacuum."

  8. 8/24

    Revlon One-Step Hair Dryer and Volumiser

    Revlon hot brush

    Revlon deal

    Since buying one of these TikTok-approved hair tools, I've hardly touched my hairdryer! It gives you the power of a dryer and a volume of a styler - and the mint green edition is super cute. It Glides through your hair to detangle, dry and volumize in up to half the time. 

  9. 9/24

    Simba Premium Seven-Zoned Foam Boxed Mattress King 150 x 200cm

    Simba King Size mattress

    Simba deal

    Simba’s mattresses are among the most in-demand on Amazon  - and this 35% discount they’re offering for Boxing Day is one you should definitely take advantage of. The king measures 150 x 200cm and features cooler, fresher open cell foam so there’s no danger of over-heating at night. They’re good for front, side and back sleepers in equal measures. There’s a 10-year guarantee and a 200-night trial for extra peace of mind.

  10. 10/24

    BISSELL Featherweight 2-in-1 Lightweight Vacuum

    bissell vacuum

    Bissell deal

    The value and quality of Bissell's featherweight vacuum cleaner is really hard to beat for a price like this. It's really easy to carry and is great for cleaning stair carpets. Some customers have complained that the power cable is too short, and that when you lower it to clean under furniture, the powerbutton can easily get accidentally knocked off. If you can deal with that though, it's a great bargain to snap up in the Amazon sale.

  11. 11/24

    CeraVe AM Facial Moisturising Lotion

    cerave sunscreen

    CeraVe deal

    An affordable beauty favourite amongst a lot of celeb circles, CeraVe Moisturising Facial Lotion contains hyaluronic acid, niacinamide and three essential ceramides, which work to protect the skin’s barrier. It also increases hydration and features SPF 30 to protect against harmful UV rays.

  12. 12/24

    iPhone 14 Plus (128 GB)

    iPhone 14 (128 GB) at Amazon

    iPhone deal

    It’s very rare to see an iPhone 14  with a discount, so if you’re wanting one, this is a good opportunity. This is the 128GB model and it comes in red, blue, midnight black, purple, starlight and yellow. I have the 12 Pro edition and I’m tempted by this offer just to be able to use the cinematic video function which the pre-13 models don’t have. It also has all-day battery life and up to 20 hours of video playback.

  13. 13/24

    Guinness Book of World Records 2024

    Guinness Book of World Records 2024

    Guinness World Records deal

    This book is a winner for kids. My son got the 2023 edition for his birthday last February, and he still gets it out to read, nearly a year later! There are thousands of new and classic records to discover, with topics including rollercoasters, robots, movie props and gaming. The 2024 edition’s theme is Blue Planet - so it kicks off with deadly sea creatures, the world’s largest coral reefs and the most impressive shipwrecks on the sea bed.

  14. 14/24

    Furby Hasbro Interactive toy plush

    Furby Hasbro Interactive toy plush

    Furby deal

    This is one Amazon deal that I added to basket myself. My kids have been wanting Furbys for ages, and when I spotted this discount I snapped up two. (The Furbys actually talk to each other, so if you do have two kids to buy for, this is a massive bonus point!)

    Parents might remember Furbys from back in the day, (they were arguably the first fully interactive pet) and this is Hasbro’s new and improved version for 2023 - and it topped most-wanted lists everywhere for Christmas 2023. It has over 600 responses, flashing lights and dance moves.

  15. 15/24

    Remington Ionic Hair Dryer

    remington hair dryer

    Remington deal

    The Remington Ionic hair dryer works to leave hair feeling sleek and smooth with its ionic conditioning whilst reducing drying time – and it's been massively reduced in the Amazon sale. It features three heat settings, two speed settings and releases a blast of cool hair to set your style and ensure long-lasting results.

  16. 16/24

    L'Oreal Paris Hyaluronic Acid Anti-Wrinkle Serum

    L'Oreal Paris Hyaluronic Acid Serum

    L'Oreal deal

    A trusted anti-wrinkle product, L'Oreal Paris’ Hyaluronic Acid Serum not only works to hydrate and moisturise the skin but also boosts the skin’s radiance.

  17. 17/24

    Renpho Motorised rollers foot spa massager

    renpho foot spa drain pipe

    Renpho deal

    Stuck for a gift idea? You can't go wrong with a foot spa. This Renpho model is one of the most popular on Amazon and it has lots of great features. The temperature is fully adjustable, and it also has a drain pipe for easy emptying once you've had your relax session. The timer is also a great feature, meaning you can set it and nod off if you really want to. And it has wheels, meaning it's easy to move around.

  18. 18/24

    Mermaid Barbie Doll with Water-Activated Twinkle Light-Up Tail

    Mermaid Barbie Doll with Water-Activated Twinkle Light-Up Tail

    Barbie deal

    There are some great deals on Barbie toys at Amazon right now. My six-year-old daughter absolutely loves this doll and takes it everywhere. She is definitely a lot more fun than your regular Barbie - when her fish tail gets wet it lights up, and you can also press the button on her necklace when she’s on dry land to get the same effect.

  19. 19/24

    Aqua Optima Aurora Instant Hot & Cold Filter Water Dispenser

    Aqua Optima Aurora Instant Hot & Cold Filter Water Dispenser

    Aqua Optima deal

    I have been buying Aqua Optima water dispensers ever since they were first launched, and I honestly don't know how I lived without one. This mean machine is the latest model they’ve released and it’s brilliant. There’s no plumbing or installation required, just a single plug and you'll have access to a chilled or piping hot water. You do have to remember to fill it up as you go though, but that's a small price to pay for instant chilled and boiling water!

  20. 20/24

    Zober Velvet Coat Hangers Pack of 50

    Zober Velvet hangers on Amazon

    Zober deal

    Non-Slip Velvet Hangers are a must for fashion fans - they’re slimline, measuring just 6mm in width so you can fit almost double the number of clothes in your wardrobe. The slimline hangers’ velvet texture stops clothes from slipping off, plus the hangers also rotate 360 degrees to fit in any space, and they can hold up to 5kg each. 

    Our Senior Lifestyle Editor Karen Silas loves hers. “I switched to velvet hangers after moving into a new place with much less closet space - heavy and bulky wooden hangers are now banned in my wardrobe! The hangers are so slim that they save a ton of space and are perfect for hanging all of those pieces that have a tendency to slip off, like strappy tops and dresses. And you can buy these handy velvet hanger clips if you want to hang trousers or skirts, or hang pieces together. Plus they’re not too expensive, so it’s a win-win.”

  21. 21/24

    Tower Family Size Air Fryer

    Tower family-size air fryer
    Tower family-size air fryer

    Tower deal

    If you’ve yet to join the air fryer party, Tower’s family-size model is a great option. It cooks up to 30% faster thanks to its rapid air circulation and you can use little to no fat, making it a much healthier option. You also save up to 70% on your energy bill as it uses much less power than a conventional oven.

    See more of the best air fryers

  22. 22/24

    Maybelline Instant Anti-Age Eraser Eye Concealer

    Maybelline Instant Anti-Age Eraser Eye Concealer

    Maybelline deal

    This multi-purpose liquid concealer is loved by Mrs Hinch, who says: "I am yet to find a concealer to beat this.” It comes with a built-in cushioned sponge for easy application, and the formula is enriched with anti-ageing goji berry and haloxyl.

  23. 23/24

    Braun All-In-One Trimmer

    Braun 16-in-1 All-in-One Style Kit Series 7, Male Grooming Kit With Beard Trimmer, Hair Clippers, Precision Trimmer & Gillette Razor, Gifts for Men, UK 2 Pin Plug, MGK7470, Black

    Braun deal

    This nifty shaving hit would make a perfect present for the man in your life. It has fancy AutoSense technology which adapts to the hair’s density to trim any hair type, length and thickness . It also has a powerful 100-minute battery and sharp blades for an effortless trim.

  24. 24/24

    Bedsure Satin Pillows

    Bedsure satin pillows

    Bedsure deal

    The benefits of satin pillows are many. They are easy to clean, they reduce the formation of wrinkles, and are gentler on hair, because they reduce breakage, tangles, and frizz. Satin is also hypoallergenic and resistant to dust mites, making it a good choice for people with allergies or sensitive skin. Snap up this set in the Amazon sale - they're available in practically every colour you could want, too!

How Are Amazon Product Star Ratings Calculated?

It’s more than a simple average of customer ratings - Amazon calculates this using machine-learned models, which take into account factors such as how recent the rating or review is and verified purchase status. (This is when Amazon has confirmed that the reviewer bought the item on Amazon and paid a price available to most Amazon shoppers) Amazon’s rating system continues to learn and improve over time, so you can be sure that the rating is up-to-date and accurate.