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Yes, and it's live across the board. Best Buy has 75 GoPro items with Labor Day pricing including the HERO13 Black bundle at $409.99 against $479.99, Abt has the MAX2 at $299.99 against $499.99, and REI has the same MAX2 at 40% off. GoPro itself has the HERO13 Black from $379.99 against $429.99. Black Friday still goes deeper on the current flagship, but a 40% cut on a 360 camera isn't a routine markdown.
Read the price at gopro.com carefully before you compare it with anything. The cheapest number on the site usually assumes you're taking a GoPro Subscription with it, which is $59.99 a year for Premium or $99.99 for Premium+. That subscription is genuinely good value if you'll use it, since it includes unlimited cloud backup of GoPro footage, up to two camera replacements a year on HERO8 and newer, up to 50% off accessories and $150 off two camera purchases a year. It's just not free, and the retailer price next to it usually isn't bundled with anything.
Shop GoPro HERO13 Black
The current flagship, and the first HERO that knows what lens is attached to it. The HB-Series lens mods and ND filters are auto-detected rather than set by hand, GPS is back after being dropped on the HERO12, and the battery went from 1,720mAh to 1,900mAh, which buys roughly an hour and a half of continuous 5.3K. It shoots 5.3K up to 120fps and 720p up to 400fps. Bundles are usually the better buy here, because the spare battery and the case cost more separately than the bundle premium.
When GoPros Actually Go On Sale
GoPro discounts on a product cycle and a seasonal one at the same time, which gives you more windows than most camera brands.
| When | What to expect |
|---|---|
| Black Friday and Cyber Monday | The annual low on the current flagship and the week the bundles get genuinely cheap. If you want a brand new HERO at its best price, this is it. |
| Right after a new HERO lands, usually September | The outgoing model drops hard and keeps most of what made it good. A HERO12 still shoots 5.3K and mounts everything the 13 does, at a fraction of the price. |
| Right now, over Labor Day | Genuinely strong this year. Best Buy is running Labor Day pricing across 75 GoPro items, Abt has $200 off the MAX2, and REI has that camera at 40% off. Wider than usual for a summer holiday. |
| Prime Day, July and October | Reliable on cameras and very reliable on accessories and mounts, which is where a GoPro budget quietly disappears anyway. |
| Spring, into the outdoor season | Not the deepest, but the promotions cluster here because this is when people buy cameras for trips. Watch for bundles rather than price cuts. |
| Launch week | A new HERO holds list price for months and the launch bundles are rarely a saving. Buying one the week it appears is the most expensive way to own a GoPro. |
What Actually Counts as a Good GoPro Deal
GoPro pricing is unusually structured, so compare the camera on its own before you compare bundles.
- HERO13 Black under $380. List is $429.99 and GoPro itself is at $379.99 as we write this. Below $350 is a real sale rather than a standing price.
- HERO13 bundle under $410. Best Buy is there right now against $479.99. A bundle with a spare battery and a case is worth about $60 to $80 on its own, so this is where the value usually sits.
- MAX2 or a 360 camera under $320. Both Abt and REI have it around $299.99 against roughly $500. That's a genuine 40% cut on a camera that normally barely moves.
- Previous-generation HERO under $250. A HERO12 or HERO11 still shoots 5.3K, still takes every mount, and still runs the same app. The most sensible purchase on this page for most people.
- Accessories at 50% off. The GoPro Subscription discount is the deepest reliable cut on first-party mounts and mods, and accessories are where the real spending happens after the camera.
Shop GoPro HERO12 and Earlier
The value end, and the section most people should read first. A HERO12 Black still records 5.3K at 60fps and 2.7K at 200fps, takes every mount GoPro has ever made, and runs the same app with the same editing tools. What you give up against a HERO13 is GPS, the auto-detected HB-Series lenses, the higher frame rates and about 10% of the battery. For anything short of professional work that's a very small list next to the price difference.
Shop GoPro MAX and 360 Cameras
A different way of shooting rather than a better camera. A 360 camera records everything around it and lets you choose the framing afterward, which means you can mount it, forget it and find the shot later instead of aiming in the moment. That suits mountain biking, skiing and anything where you only get one run. The trade is a softer image than a flagship action camera at the same price and a much heavier editing workflow, because every clip needs reframing before it's watchable.
Shop GoPro Accessories
Where the budget actually goes. The all-in-one kits are the sensible starting point because they cover the mounts you'll want before you know which ones you'll want, and third-party clamps, poles and adapters are usually a fraction of the first-party price for the same job. Two things are worth buying properly rather than cheaply: batteries, because off-brand cells fade fast and run hot, and the memory card, because a slow card drops frames at high bitrates no matter how good the camera is.
Shop GoPro Mounts and Harnesses
The mount decides the shot far more than the camera does. A chest harness sits low and puts your hands and the bike or board in frame, which is why it reads as more immersive than a helmet mount. A helmet mount follows where you look and is steadier, but it flattens the sense of speed. Handlebar and clamp mounts pick up more vibration than either. Whatever you use, add a tether: the plastic fingers on a cheap mount are the part that fails, usually at the least convenient moment.
Where to Shop GoPro
Worth checking beyond Amazon, because the direct price and the retailer price are structured differently and the specialists are running the deeper cuts this weekend.
How to Pick the Right GoPro
Buy a generation behind unless you need what changed. The HERO13 adds GPS, auto-detected HB-Series lenses, 5.3K at 120fps and a slightly bigger battery. A HERO12 shoots the same 5.3K at 60fps, takes the same mounts and runs the same app for far less. Unless one of those four things is on your list, the older camera is the better purchase.
Work out whether you want the subscription before you compare prices. Premium is $59.99 a year and includes unlimited cloud backup of GoPro footage, up to two camera replacements a year on HERO8 and newer, up to 50% off accessories and $150 off two camera purchases a year. If you'll use the replacement cover and the accessory discount it pays for itself. If you won't, strip it out before comparing gopro.com to a retailer.
Budget for the mount and the card, not just the camera. A GoPro on its own does almost nothing. The chest harness or helmet mount decides what the footage looks like, and a card that can't sustain the bitrate drops frames at exactly the moment worth keeping. Neither is expensive, and both are easy to forget.
Think about whether you want a 360 camera instead. A MAX-style camera records everything and lets you frame afterward, which is the right answer when you get one run at a shot and can't aim. It's the wrong answer if you want to shoot and share quickly, because every clip has to be reframed before it makes sense.
Buy genuine batteries and treat mounts as consumables. Off-brand cells lose capacity fast and run hot in a camera that already gets warm. Mounts are the opposite: the plastic ones break, they cost very little, and a third-party clamp does the same job as a first-party one. Spend where the electronics are.
GoPro Sale FAQ
The Bottom Line
Start by deciding whether you want the subscription, because that single question changes which price on which site is actually the lowest. Then buy a generation behind unless you specifically need GPS, the HB-Series lenses or 5.3K at 120fps, since a HERO12 takes every mount, runs the same app and costs far less. Put the money you save into a mount that matches how you film and a card fast enough to keep up, which is where footage is actually won or lost. This weekend is unusually strong for a summer holiday, with 40% off the MAX2 at two different retailers and Labor Day pricing across 75 GoPro items at Best Buy.
