Just one day after their unveiling, AirPods 5, Apple Watch Series 12, and Apple Watch Ultra 4 have already arrived on Amazon for pre-order. The move immediately expands purchasing channels for the new generation of Apple accessories, without waiting for the in-store launch set for Friday, September 18. For those looking to buy at launch, the development is primarily practical: in addition to the Apple Store, the core configurations can also be ordered from the e-commerce giant, where slight deviations from retail list prices have already surfaced.
Availability covers the entire lineup announced by Apple: both AirPods 5 models, the various sizes and finishes of Apple Watch Series 12, and Apple Watch Ultra 4 in Black and Natural colorways. Amazon is also offering the new colors for several bands, including Trail Loop, Ocean Band, and Alpine Loop. However, the launch of pre-orders does not alter the estimated delivery date for the first wave: the official retail release remains September 18.
AirPods 5: Noise cancellation comes to the base model
Among the newly listed products available early, AirPods 5 represent the most immediate shift in the product lineup. Apple introduced two versions: the standard model at 129 dollars and the version with Wireless Charging Case at 149 dollars. Both include active noise cancellation, a feature that was not available across all variants in the previous generation of standard AirPods.
The 20-dollar price gap between the two is therefore not about access to ANC, but about specific aspects of the everyday user experience. The model with wireless charging case adds on-stem volume controls and roughly an additional hour of battery life compared to the entry-level version. These are significant distinctions, illustrating how Apple is shifting a feature historically reserved for Pro models down to the entry-level tier, while retaining more advanced features for buyers who opt for the higher-end configuration.
There also remains a physical and functional distinction compared to AirPods Pro. AirPods 5 do not feature the sealed in-ear fit typical of the Pro lineup, a factor that affects passive isolation from external noise. Active noise cancellation can reduce ambient sounds, but the earbuds' shape and fit continue to play their part. Meanwhile, Amazon is offering AirPods Pro 3 at 199 dollars, 50 dollars above AirPods 5 with wireless case, based on deals tracked when pre-orders opened.
This price proximity makes the decision less straightforward for those looking solely at the list price. AirPods Pro 3, according to available information, offer longer battery life, heart rate tracking, and noise cancellation claimed to be up to three times superior to that of AirPods 5. However, AirPods 5 remain the option designed for those who prefer an open design and want ANC without stepping into the Pro tier.
Apple Watch focuses on more frequent tracking and audio features
The new Apple Watch Series 12 starts at 399 dollars for the 42 mm size and 449 dollars for the 46 mm in GPS versions. GPS + Cellular configurations, on the other hand, start at a list price of 499 dollars for the 42 mm and 549 dollars for the 46 mm. At launch, Amazon has already listed at least some variants at a lower price: the 42 mm Series 12 GPS + Cellular appears at 489.99 dollars instead of 499, while the 46 mm titanium model is shown at 729 dollars compared to the 749-dollar list price reported by sources.
These are modest reductions, not a structured discount campaign. But for newly announced Apple products, it is a signal worth watching: marketplace pricing can vary by individual configuration, color, or availability, and comparisons should be made on the exact model, not the family's entry price. Anyone who has already decided which case, size, and connectivity to purchase can therefore check Amazon before completing an order through the official channel.
Apple's offering for Series 12 and Ultra 4 revolves around a new Health Sensing System. The company pairs this system with more frequent heart rate and heart rate variability, or HRV, readings. This data powers a new readiness scoring feature, referred to as readiness score in the materials released at launch. It is an approach that brings the watch even closer to tracking personal rhythms, going beyond merely recording workouts or isolated metrics.
Apple has also added features grouped under the Audio Intelligence moniker, including Live Rewind and Siri Recap. Available information does not yet allow for an accurate assessment of the reliability, supported languages, battery life impact, or geographic availability of these features. These aspects will become clearer with initial in-depth testing and the devices' final documentation. For now, the key takeaway lies in the direction chosen: Apple is combining biometric sensors and audio features in an effort to make the watch more useful outside of workouts as well.
Ultra 4 and accessories available for preorder
Apple Watch Ultra 4 is available to order on Amazon starting at $799, in both Black and Natural finishes. Compared to Series 12, Ultra remains positioned at the higher end of the lineup, with a simpler selection of colorways reported at launch. Sources do not currently report any immediate discounts on its starting price, while Best Buy is highlighted as a channel that may offer more significant benefits through enhanced trade-in programs, up to $325 depending on the device traded in and the terms of the initiative.
Alongside the watches, new shades for Apple bands are also arriving. Trail Loop is offered in Sand, Dark Umber, and Burgundy; Ocean Band in the translucent Kelp, Gray, and Black variants; Alpine Loop in Desert, Dark Olive, and Burgundy. The listed price is $99 for each line. For Apple, the band has long been a standalone catalog category rather than a simple bundled accessory, and its simultaneous release on Amazon strengthens the launch of the Watch ecosystem.
- AirPods 5: $129; AirPods 5 with Wireless Charging Case: $149.
- Apple Watch Series 12 GPS: starting at $399 for 42 mm and $449 for 46 mm.
- Apple Watch Ultra 4: starting at $799 in Black and Natural finishes.
- New Trail Loop, Ocean Band, and Alpine Loop bands: $99.
Pricing and availability: what to check before ordering
The prices quoted are in dollars reported at the opening of pre-orders and refer to the Amazon listings cited by the sources. They do not serve as an automatic guide for the Italian market: availability, configurations, delivery times, taxes, and promotions may vary from one Amazon store to another. The same applies to the slight discounts already visible on some Apple Watch Series 12 models, which may be limited to specific versions and updated quickly.
For buyers, the key takeaway is that the launch is not confined to the Apple Store. Amazon offers an alternative right from the pre-order stage and could make select configurations more affordable, while Apple remains the go-to benchmark for customization options and full catalog availability. September 18 will be the first real test: that is when it will become clear which models will see regular deliveries and whether the marketplace's initial prices will remain stable or make way for further changes.
