A fixing device includes a rotatable endless fixing belt, a pressure rotator, a nip formation pad, a lubricant impregnated member, and restrictors. The pressure rotator contacts an outer circumferential face of the fixing belt. The nip formation pad is disposed at an inner circumferential side of the fixing belt, to contact the pressure rotator via the fixing belt to form a nip. The lubricant impregnated member is disposed on the nip formation pad to contact an inner circumferential face of the fixing belt. The lubricant impregnated member is impregnated with lubricant. The restrictors, each disposed at an inner side than each end in a width direction of the fixing belt, regulate movement of the lubricant adhering to the fixing belt, toward each end of the fixing belt in the width direction. The restrictors have a lower absorbability of the lubricant than an absorbability of the lubricant impregnated member.