6 tips to avoid scams impersonating Amazon this holiday season

We want to help consumers avoid impersonation scams this holiday season. These happen when a scammer pretends to be a trusted company and reaches out to try to get access to sensitive information like social security numbers, bank information, or Amazon account details.

Of all the scams impersonating Amazon reported by our customers globally in 2023, over two-thirds of scams claimed to be related to order or account issues. These unsolicited communications often refer to a purchase (that you didn’t make) and ask you to act urgently to confirm the purchase. When you try to cancel the fake order by clicking a link or calling the supposed “customer service” number, scammers then try to steal your personal or financial information. We invest significant resources to protect consumers and stores from these scammers.

There are also account suspension or account deletion scams. These are unexpected texts or emails stating that your account will be suspended or deleted and prompt you to click on a fraudulent link to verify your account. Customers who land on these pages are lured to provide account information such as payment information or account login details.

“Scammers who attempt to impersonate Amazon put consumers at risk,” said Dharmesh Mehta, Amazon’s vice president of Selling Partner Services. “Although these scams take place outside our store, we will continue to invest in protecting consumers and educating the public on how to avoid scams.”

First, we want you to know when you are communicating with Amazon that it is really us. We use industry-leading email verification technology across more than 20 countries - including UK, Germany, France, Italy and Spain - to make it easier for customers to identify phishing emails and harder for scammers to commit fraud.

A fake order confirmation scam; and before and after examples of new email verification technology which make it easier for customers to identify scams.

A fake order confirmation scam; and before and after examples of new email verification technology which make it easier for customers to identify scams

A fake order confirmation scam; and before and after examples of new email verification technology which make it easier for customers to identify scams

Customers using Gmail, Yahoo!, and other common email providers can be confident an email is coming from Amazon because they will see the Amazon smile logo icon in their inbox. We also provide resources on how to tell whether an email, phone call, text message, or webpage is really from Amazon.

Second, we continue to work to hold bad actors accountable. In 2023, we initiated takedowns of more than 40,000 phishing websites and 10,000 phone numbers impersonating Amazon globally. We also referred hundreds of bad actors across the globe to local law enforcement authorities, and we will continue to support their efforts in ensuring these scammers are held accountable.

Third, we work to help educate consumers on how to avoid scams. While bad actors will continue to try to evade detection, there are helpful tips that all of us can use to avoid impersonation scams on Amazon.

We encourage our consumers to use these tips when shopping:

If you receive a message about the purchase of a product or service, do not respond to the message or click on any link in the message; instead, log into your Amazon account or use the Amazon mobile app and confirm that it is really in your purchase history before taking any action.

We will not ask for payment over the phone or email–only in our mobile app, on our website, or in one of our physical stores. We will not call and ask you to make a payment or bank transfer on another website.

Scammers often try to create a sense of urgency to persuade you to do what they’re asking.

We will never ask you to purchase a gift card, and no legitimate sale or transaction will require you to pay with gift cards.

If you’re ever unsure, it’s safest to stop engaging with the potential scammer and contact us directly through the Amazon app or website. Visit the Message Centre from your account to access a record of every contact we have had with you to help verify orders and suspicious messages. If a contact is not there and you have concerns, contact us directly through the app or website. Do not call numbers sent over text or email, or found in online search results. Remember Amazon will not ask you to download or install any software to connect with customer service nor will we request payment for any customer service support.

If you receive correspondence that you think may not be from Amazon, please report it immediately. Customers can use the Amazon self-service tool to report something suspicious in just a few quick steps. If you have received suspicious communication claiming to be from Amazon and you don't have an account with us, report it at reportascam@amazon.com.

Amazon investigates every tip or complaint we receive. These reports give us information to identify bad actors and take action against them, helping us stop scams before they happen.

The UK’s National Cyber Security Centre, which is a part of GCHQ, also provides free advice to the public on how to stay secure online through its Cyber Aware campaign, which encourages the use of a strong and different password for your email using 3 random words, and to turn on 2-step verification on your email.

Head of Communications at Stop Scams UK, James Masters, said, “Shoppers love a great deal, but it's crucial that everyone can shop safely and confidently, especially during peak times like Black Friday and the festive season. One of the ways you can protect yourself, if you’re making a purchase online or through an app like Amazon, is by setting up two-step verification and using a strong, unique password which adds another layer of security between you and the scammers.

“Remember, if a deal seems too good to be true, it probably is. Don’t let anyone pressure you into quick decisions. If you’re worried that you’ve been scammed, you can contact your bank safely and securely by dialling 159. You can also report the incident to Action Fraud.”

We have global teams—including machine learning scientists, software developers, and expert investigators—dedicated to protecting our store and our customers from fraud and other forms of abuse. Always use Amazon’s official website and app when looking for deals, making a purchase, and reviewing your order history. We also stand behind every product in our store whether it is sold by Amazon or an independent small business with the A-to-z Guarantee.

This protection applies to products purchased in our stores worldwide. In the unlikely event that customers experience issues with timely delivery or condition of their purchase, we will make it right by refunding or replacing it.

We are committed to protecting consumers from scammers that seek to impersonate Amazon to take advantage of the trust customers place in us. We have zero tolerance for these criminals who pretend to be Amazon to commit fraud. We will continue to pursue bad actors and hold them accountable. We will also continue to work with credible organisations to educate consumers and empower them with the tools they need to protect themselves.

Next, find out how Amazon is using AI to detect fake product reviews.