Amazon's Urgent Warning as Black Friday Kicks Off
Amazon has issued an urgent security alert to more than 300 million customers worldwide as the Black Friday sales period begins. The retail giant sent a comprehensive email warning on Monday, November 28, 2025, detailing five specific scam methods that criminals are using to target shoppers during the busiest retail period of the year.
Mike Andrews of National Trading Standards told Metro that scammers play what he called a "percentage game" in the run-up to Christmas. "They know that a large proportion of consumers are likely to have bought from Amazon, or are likely to be expecting parcel deliveries in the coming days and weeks," he explained. "So they have two goes at trying to catch you out, one with the fake Amazon email and one with the missed parcel delivery."
The Five Major Threats Targeting Shoppers
Amazon's warning email specifically highlighted these five attack methods that customers should watch for:
Fake delivery and account messages: Fraudulent communications claiming there are problems with your delivery or Amazon account that require immediate attention.
Too-good-to-be-true social media deals: Third-party posts and advertisements on social media platforms offering unbelievable discounts that lead shoppers away from legitimate Amazon platforms.
Password and payment requests through unofficial channels: Messages asking for sensitive information through email, text, or other unverified communication methods.
Phishing links for account verification: Unfamiliar links directing customers to fake websites that mimic Amazon's login pages to steal credentials.
Unsolicited tech support calls: Phone calls from individuals pretending to be from Amazon technical support or other agencies.
The AI Review Problem You Can't Ignore
Mike Andrews delivered a stark warning about the sophistication of modern fake reviews, noting that artificial intelligence now makes it possible to generate fake reviews on a huge scale. According to National Trading Standards data, approximately 100 million disappointing items have been purchased based on misleading reviews, while 6.4 million people have lost money after clicking on fake advertisements.
"Scammers will try and game the review system," Andrews said, whether that's on search engines like Google, dedicated review platforms like Trustpilot, or marketplaces like Amazon itself. He cautioned that poor spelling and grammar are no longer reliable indicators of fake reviews, as AI now produces polished, convincing text.
Instead, shoppers should look for these red flags:
• Hundreds of reviews appearing within a very short time frame for newly listed products
• Vague, generic praise without specific details about product features
• Reviews that don't discuss actual product performance or characteristics
Andrews recommended using review analysis tools like TheReviewIndex and RateBud to help determine review authenticity, while emphasising that consumers "shouldn't rely on that alone."
What Scammers Really Want From You
The objectives vary depending on the type of scam. Fake reviews and advertisements primarily aim to trick consumers into purchasing poor quality products or items that will never arrive. Meanwhile, fake messages and phone calls typically target personal and financial information, including Amazon account details and banking credentials.
Andrews described how scammers create "extremely realistic and believable websites" using AI-generated content, including fake local boutiques with fabricated owner videos and non-existent events like a Christmas market outside Buckingham Palace.
"The whole site, the pictures, the videos are all AI generated, and unfortunately, what the consumers end up with in those cases is usually some very cheap or inferior product shipped from China," he revealed. "A nice cashmere jumper or scarf for a loved one is actually cheap rubbish from China, and the consumers are left out of pocket."
Expert Support for Amazon's Proactive Stance
Lynette Owens, Vice President of Global Consumer Education at Trend Micro, strongly endorsed Amazon's decision to "sound the alarm." She noted that nearly half of British consumers plan to spend more time hunting for bargains during the festive season, making them prime targets for sophisticated scams.
"Scams come in layers – emails, texts, fake websites and even phone calls – quickly turning a tempting discount into a delivery scam or serious financial fraud," Owens warned. "Worryingly, our research shows that 1 in 4 shoppers have spotted online ads impersonating a well-known brand."
She praised Amazon's "proactive stance" as exactly what's needed during this high-risk shopping period, emphasising that "a little caution goes a long way in protecting both consumer's money, and their festive spirit."
What to Do If You've Been Scammed
The government's Stop! Think Fraud campaign provides clear guidance for victims of shopping scams:
• Contact your bank immediately if you've shared financial details, even if no money has been taken yet
• Reset all passwords and security details for affected accounts, and change the same passwords on other platforms
• Both debit and credit card users may be able to use the Chargeback scheme for undelivered or misrepresented items
• Update anti-virus software if you suspect your device might have been compromised
• Remain particularly vigilant in the months following a scam, as fraudsters often sell victim details to other criminals
As Black Friday continues and Cyber Monday approaches, consumers are urged to shop directly through official Amazon platforms, verify unexpected communications, and maintain healthy skepticism toward deals that seem too good to be true.
