McAfee Labs in its 2025 Global Prime Day Scams Study, reveals concerns about how scammers are using AI-powered technology to deceive Prime Day shoppers.
Amazon-Prime-Day pic
McAfee, a global leader in online protection, has identified over 36,000 fake Amazon websites and 75,000 Amazon impersonation texts designed to exploit the buzz of the Amazon Prime Day event and steal shoppers’ personal information and financial details.
McAfee Labs in its 2025 Global Prime Day Scams Study, reveals concerns about how scammers are using AI-powered technology to deceive Prime Day shoppers.
According to the study, 96% of Indians say they plan to shop online during Prime Day 2025, making it a major opportunity for both retailers and scammers. While 97% plan to take specific steps to stay safe while shopping online, 71% say they are more concerned about AI-generated scams during Prime Day or any other major retail event.
That concern is precisely what scammers are exploiting, with AI making it easier than ever to create more sophisticated and convincing shopping scams.
Some of the top scams impacting the Prime Day include fake Amazon websites, deepfakes of influencers who appear to sell or endorse products, and a surge in Amazon notification texts - from deliveries, to refunds, to tariff charges. Amazon impersonation text messages are designed with urgency to pressurize people to click before they think.
“Indian shoppers, who embrace online deals and social platforms, are increasingly falling prey to scams driven by urgency and persuasion,” said Pratim Mukherjee, Senior Director of Engineering, McAfee.
“Prime Day is a time of excitement for Indian shoppers, but it has also become a prime target for scammers using AI to create hyper-personalized, convincing attacks that push people to click before they think. While many shoppers are taking precautions, the rise of AI-powered scams makes it more important than ever to stay vigilant.”
India’s vibrant online shopping landscape is both a lucrative market for retailers and a hunting ground for scammers. 39% of people say they or someone they know has seen or received a deepfake scam (involving deepfake content or a fake celebrity endorsement) during a major sale event like Prime Day. Alarmingly, among those affected, many reported losing more than INR 40,000 to such scams.
Additionally, 81% of consumers have reported receiving suspicious messages, including “limited-time deal” scams (48%), bogus delivery updates (31%) and fake discount codes or flash sale offers (28%). Younger shoppers, particularly those aged 18–24, are frequent targets, with fake Prime membership renewal reminders, and phishing texts exploiting their openness to deals. 33% of consumers say the fear of scams has stopped them from completing purchases, highlighting the urgent need for smarter protection tools during major sale events like Prime Day.
96% of Indians say they shop online, especially for clothes and electronics. 7% say they do so almost daily, 21% a few times per week, 16% once a week, 33% two to three times per month, and 17% once a month or less.
While older adults (65+) tend to be more cautious, younger shoppers are far more likely to take risks on unfamiliar brands especially on social media. 32% of 18–34-year-olds say they frequently see ads from unfamiliar retailers and are willing to buy from them if the deal looks good. Younger shoppers (18–24 and 25–34) report the highest scam exposure, with 17% and 13%, respectively, saying they've been scammed during Prime Day or other major sale events. Scam rates decline with age, bottoming out at just 5% among adults 65+, who are more cautious and reluctant to buy online.
One in five people (20%) who fell victim to an online scam during Prime Day or another major retail event did not tell anyone, largely due to feelings of embarrassment and psychological distress. This highlights that the risks of online scams extend beyond financial loss, impacting shoppers’ confidence and emotional well-being.
It’s not just what people buy, it's how and when they shop. 93% of shoppers report encountering ads from unfamiliar retailers on social media during big sale events, emphasizing the growing need for caution and proactive protection. The impact of these concerns is reflected in the 27% of shoppers who say they plan to shop less during Prime Day 2025 due to fears of scams, as well as the 21% who are worried about the safety of their financial and personal data.
But consumers aren’t powerless: nearly half (49%) say they’d consider using a scam detection tool to add peace of mind to their Prime Day experience, and nearly a quarter (13%) say they absolutely would.
Some of the protection measures to use to save oneself from such scams include:
Strong Verification: Retailers are unlikely to call you about suspicious activity or unauthorized purchases. Always go directly to the source, such as the Amazon app, to check your account instead of trusting links in messages or unsolicited phone calls.
Protect your shopping experience: Turn on two-factor authentication for extra account protection, use strong, unique passwords, shop only on secure websites (look for “https://” and the padlock icon), monitor your bank and credit card statements for unusual charges, and go straight to the retailer’s site or app instead of clicking text or email links you’re not sure about.
Watch for red flags: If a message demands to act fast, asks payment through gift cards or wire transfers, asks for personal info, or insists you stay on the line or keep quiet—hit pause. These are classic scam signals. Taking a moment to think can be the difference between scoring a deal and walking into a disaster.
Use AI-powered scam protection: Use trusted tools that spot and flag suspicious links and scams before they can do harm.
Trust your instincts: If something feels off, or too good to be true, it probably is.
The McAfee survey, which focused on the topic of retail event scams and the impact of these scams on consumers, was conducted online in June 2025. 5,000+ adults in the US, UK, France, Germany, and India, age 18+, participated in the study.
Amazon Prime Day sale event started on July 8 and it will run through July 11.
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