A global online protection company has released 2025 Global Prime Day Scams Study, revealing concerns about how scammers are using AI-powered technology to deceive Prime Day shoppers, among other online retail shopping events not only around the world but also in India.
McAfee Labs has identified over 36,000 fake Amazon websites and 75,000 Amazon impersonation texts designed to exploit the buzz of this event and steal shoppers’ personal information and financial details.
This year, the report by McAfee has found that 96 per cent of Indians say they plan to shop online during Prime Day 2025, making it a major opportunity for both retailers and scammers. While 97 per cent plan to take specific steps to stay safe while shopping online, 71 per cent 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.
Top scams this 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 pressure 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.”
Big sale events – hot spot for scammers
India’s vibrant online shopping landscape is both a lucrative market for retailers and a hunting ground for scammers. 39 per cent 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 Rs 40,000 to such scams.
Additionally, 81 per cent of consumers have reported receiving suspicious messages, including “limited-time deal” scams (48 per cent), bogus delivery updates (31 per cent) and fake discount codes or flash sale offers (28 per cent). 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 per cent 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.
Scroll, shop, scammed!
96 per cent of Indians say they shop online, especially for clothes and electronics. 7 per cent say they do so almost daily, 21 per cent a few times per week, 16 per cent once a week, 33 per cent two to three times per month, and 17 per cent once a month or less.
While older adults (over 65 years) tend to be more cautious, younger shoppers are far more likely to take risks on unfamiliar brands — especially on social media. 32 per cent 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 per cent and 13 per cent, respectively, saying they`ve been scammed during Prime Day or other major sale events. Scam rates decline with age, bottoming out at just 5% per cent among adults over 65 years, who are more cautious and reluctant to buy online.
Scam anxiety meets smart protection
One in five people (20 per cent) 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 per cent 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 per cent of shoppers who say they plan to shop less during Prime Day 2025 due to fears of scams, as well as the 21 per cent who are worried about the safety of their financial and personal data.
But consumers aren’t powerless: nearly half (49 per cent) say they’d consider using a scam detection tool to add peace of mind to their Prime Day experience, and nearly a quarter (13 per cent) say they absolutely would.
Steps to protect yourself this Prime Day or on sale days
1. Verify before you trust: 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.
2. 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.
3. Watch for red flags: If a message pressures you to act fast, demands 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 disaster.
4. Use AI-powered scam protection: Use trusted tools that spot and flag suspicious links and scams before they can do harm.
5. Trust your instincts: If something feels off, or too good to be true, it probably is.