McAfee warns of AI-driven scams targeting Indian shoppers ahead of Amazon Prime Day

With Amazon Prime Day 2025 just around the corner, cybersecurity firm McAfee has issued a warning about a growing wave of AI-powered scams designed to exploit eager online shoppers - especially in India.

The latest Global Prime Day Scams Study by McAfee Labs reveals an alarming surge in fraudulent activity.

The firm uncovered more than 36,000 fake Amazon websites and over 75,000 scam messages masquerading as official retailer communications. These scams are increasingly sophisticated, leveraging artificial intelligence to create convincing impersonations, deepfake influencers, and urgent calls to action.

"Prime Day is a time of excitement... but it has also become a prime target for scammers using AI to create hyper-personalised, convincing attacks," said Pratim Mukherjee, Senior Director of Engineering at McAfee. "Indian shoppers... are increasingly falling prey to scams driven by urgency and persuasion."

India appears to be a key target.

According to the study, 96% of consumers in the country plan to shop online during the sale period, while 71% expressed concern about falling victim to AI-enabled fraud.

Key findings from the report:

• 39% of consumers globally have encountered deepfake scams around major sales events, often featuring false celebrity endorsements. In many cases, victims lost over ₹40,000.
• 81% of shoppers said they had received suspicious messages during past sales, including “limited-time deals” (48%), fake delivery updates (31%), and bogus discount codes (28%).
• Younger adults aged 18–24 were found to be the most vulnerable group, with 17% reporting they had fallen for scams - compared to just 5% among those aged 65 or older.

The emotional toll is also significant, with nearly one in five victims choosing not to report the fraud due to embarrassment.

McAfee’s tips to stay safe during Prime Day:

• Don’t click on links from unknown or unsolicited texts and emails—use official apps or websites directly.
• Enable two-factor authentication on accounts and create strong, unique passwords.
• Be cautious of urgent messages or demands for immediate payments.
• Keep an eye on bank statements and transaction alerts for any irregularities.
• Take a moment to pause and verify information before taking action.

The study also sheds light on online shopping behavior in India. While clothing and electronics remain top categories, shopping frequency varies:

• 7% shop almost daily
• 21% shop a few times per week
• 16% shop once a week
• 33% shop two to three times per month
• 17% shop once a month or less