Amazon has issued an urgent security alert to its entire customer base of over 300 million people, warning them about sophisticated scam operations targeting shoppers during the crucial Black Friday and Christmas shopping period.
The Five Major Threats Identified
The retail giant sent a comprehensive email to customers on Monday, November 26, 2025, detailing five specific methods criminals are using to defraud shoppers. This warning comes during the peak Black Friday sales period, when millions of Britons are hunting for bargains online.
The five primary threats include:
- Fake messages concerning delivery problems or account issues
- Third-party social media advertisements offering deals that appear too good to be true
- Communications through unofficial channels requesting passwords or payment details
- Unfamiliar links directing to phishing websites that mimic Amazon's verification process
- Unsolicited phone calls from individuals pretending to be tech support agents
Amazon explicitly stated that they never send emails asking customers to verify account credentials, making this a clear red flag for identifying fraudulent communications.
Why Scammers Target Holiday Shoppers
Mike Andrews of National Trading Standards explained that criminals play a 'percentage game' during the festive season. Christmas represents the busiest period for retailers, with scammers aware that most consumers will be expecting parcel deliveries.
'They have two goes at trying to catch you out,' Andrews told Metro, 'one with the fake Amazon email and one with the missed parcel delivery.'
The government-funded National Trading Standards reinforced this warning yesterday, revealing staggering statistics about current scam prevalence. Approximately 6.4 million people have already lost money after clicking on fake advertisements, while consumers have purchased 100 million disappointing items based on misleading reviews.
The Growing Threat of AI-Generated Fake Reviews
Beyond external scams, shoppers must remain vigilant about deceptive practices within the Amazon platform itself. Andrews highlighted that artificial intelligence now enables mass generation of fake reviews, making it increasingly difficult to distinguish genuine products from potentially dangerous ones.
'Scammers will try and game the review system,' he warned, whether on search engines, dedicated review platforms like Trustpilot, or marketplaces like Amazon.
While poor spelling and grammar previously helped identify fake reviews, AI technology now produces polished, convincing text. Instead, consumers should watch for reviews posted in concentrated bursts or generic praise lacking specific product details.
Andrews suggested using review analysis tools like TheReviewIndex and RateBud to help assess review authenticity when uncertain.
Protecting Yourself This Festive Season
Lynette Owens, Vice President of Global Consumer Education at Trend Micro, endorsed Amazon's proactive approach. 'Amazon is absolutely right to sound the alarm,' she stated. 'Nearly half of Brits plan to spend even more time bargain-hunting during the festive season, and scammers are primed to take advantage.'
Her research reveals that one in four shoppers has encountered online ads impersonating well-known brands, making it easier for criminals to lure victims through trusted names.
If you suspect you've been scammed, the government's Stop! Think Fraud campaign recommends immediately contacting your bank, resetting passwords, and being particularly vigilant in subsequent months as scammers often sell victim details to other criminals.
Both debit and credit card users may utilise the Chargeback scheme to reclaim funds for undelivered or misrepresented purchases, though credit cards generally offer stronger protection for online transactions.
