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May 23, 2023

Darktrace’s Detection of a Hive Ransomware-as-Service

This blog investigates a new strain of ransomware, Hive, a ransomware-as-a-service. Darktrace was able to provide full visibility over the attacks.
Inside the SOC
Darktrace cyber analysts are world-class experts in threat intelligence, threat hunting and incident response, and provide 24/7 SOC support to thousands of Darktrace customers around the globe. Inside the SOC is exclusively authored by these experts, providing analysis of cyber incidents and threat trends, based on real-world experience in the field.
Written by
Emily Megan Lim
Cyber Analyst
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23
May 2023

Update: On January 26, 2023, the Hive ransomware group was dismantled and servers associated with the sale of the ransomware were taken offline following an investigation by the FBI, German law enforcement and the National Crime Agency (NCA). The activity detailed in this blog took place in 2022, whilst the group was still active.

RaaS in Cyber Security

The threat of ransomware continues to be a constant concern for security teams across the cyber threat landscape. With the growing popularity of Ransomware-as-a-Service (RaaS), it is becoming more and more accessible for even inexperienced would-be attackers. As a result of this low barrier to entry, the volume of ransomware attacks is expected to increase significantly.

What’s more, RaaS is a highly tailorable market in which buyers can choose from varied kits and features to use in their ransomware deployments meaning attacks will rarely behave the same. To effectively detect and safeguard against these differentiations, it is crucial to implement security measures that put the emphasis on detecting anomalies and focusing on deviations in expected behavior, rather than relying on depreciated indicators of compromise (IoC) lists or playbooks that focus on attack chains unable to keep pace with the increasing speed of ransomware evolution.

In early 2022, Darktrace DETECT/Network™ identified several instances of Hive ransomware on the networks of multiple customers. Using its anomaly-based detection, Darktrace was able to successfully detect the attacks and multiple stages of the kill chain, including command and control (C2) activity, lateral movement, data exfiltration, and ultimately data encryption and the writing of ransom notes.

Hive Ransomware 

Hive ransomware is a relatively new strain that was first observed in the wild in June 2021. It is known to target a variety of industries including healthcare, energy providers, and retailers, and has reportedly attacked over 1,500 organizations, collecting more than USD 100m in ransom payments [1].

Hive is distributed via a RaaS model where its developers update and maintain the code, in return for a percentage of the eventual ransom payment, while users (or affiliates) are given the tools to carry out attacks using a highly sophisticated and complex malware they would otherwise be unable to use. Hive uses typical tactics, techniques and procedures (TTPs) associated with ransomware, though they do vary depending on the Hive affiliate carrying out the attack.

In most cases a double extortion attack is carried out, whereby data is first exfiltrated and then encrypted before a ransom demand is made. This gives attackers extra leverage as victims are at risk of having their sensitive data leaked to the public on websites such as the ‘HiveLeaks’ TOR website.

Attack Timeline

Owing to the highly customizable nature of RaaS, the tactics and methods employed by Hive actors are expected to differ on a case-by-case basis. Nonetheless in the majority of Hive ransomware incidents identified on Darktrace customer environments, Darktrace DETECT observed the following general attack stages and features. This is possibly indicative of the attacks originating from the same threat actor(s) or from a widely sold batch with a particular configuration to a variety of actors.

Figure 1: A typical timeline of a Hive attack observed by Darktrace.

Initial Access 

Although Hive actors are known to gain initial access to networks through multiple different vectors, the two primary methods reported by security researchers are the exploitation of Microsoft Exchange vulnerabilities, or the distribution of phishing emails with malicious attachments [2][3].

In the early stages of one Hive ransomware attack observed on the network of a Darktrace customer, for example, Darktrace detected a device connecting to the rare external location 23.81.246[.]84, with a PowerShell user agent via HTTP. During this connection, the device attempted to download an executable file named “file.exe”. It is possible that the file was initially accessed and delivered via a phishing email; however, as Darktrace/Email was not enabled at the time of the attack, this was outside of Darktrace’s purview. Fortunately, the connection failed the proxy authentication was thus blocked as seen in the packet capture (PCAP) in Figure 2. 

Shortly after this attempted download, the same device started to receive a high volume of incoming SSL connections from a rare external endpoint, namely 146.70.87[.]132. Darktrace logged that this endpoint was using an SSL certificate signed by Go Daddy CA, an easily obtainable and accessible SSL certificate, and that the increase in incoming SSL connections from this endpoint was unusual behavior for this device. 

It is likely that this highly anomalous activity detected by Darktrace indicates when the ransomware attack began, likely initial payload download.  

Darktrace DETECT models:

  • Anomalous Connection / Powershell to Rare External
  • Anomalous Server Activity / New Internet Facing System
Figure 2: PCAP of the HTTP connection to the rare endpoint 23.81.246[.]84 showing the failed proxy authentication.

C2 Beaconing 

Following the successful initial access, Hive actors begin to establish their C2 infrastructure on infected networks through numerous connections to C2 servers, and the download of additional stagers. 

On customer networks infected by Hive ransomware, Darktrace identified devices initiating a high volume of connections to multiple rare endpoints. This very likely represented C2 beaconing to the attacker’s infrastructure. In one particular example, further open-source intelligence (OSINT) investigation revealed that these endpoints were associated with Cobalt Strike.

Darktrace DETECT models:

  • Anomalous Connection / Multiple Connections to New External TCP
  • Anomalous Server Activity / Anomalous External Activity from Critical Network Device
  • Compromise / High Volume of Connections with Beacon Score
  • Compromise / Sustained SSL or HTTP Increase
  • Compromise / Suspicious HTTP Beacons to Dotted Quad 
  • Compromise / SSL or HTTP Beacon
  • Device / Lateral Movement and C2 Activity

Internal Reconnaissance, Lateral Movement and Privilege Escalation

After C2 infrastructure has been established, Hive actors typically begin to uninstall antivirus products in an attempt to remain undetected on the network [3]. They also perform internal reconnaissance to look for vulnerabilities and open channels and attempt to move laterally throughout the network.

Amid the C2 connections, Darktrace was able to detect network scanning activity associated with the attack when a device on one customer network was observed initiating an unusually high volume of connections to other internal devices. A critical network device was also seen writing an executable file “mimikatz.exe” via SMB which appears to be the Mimikatz attack tool commonly used for credential harvesting. 

There were also several detections of lateral movement attempts via RDP and DCE-RPC where the attackers successfully authenticated using an “Administrator” credential. In one instance, a device was also observed performing ITaskScheduler activity. This service is used to remotely control tasks running on machines and is commonly observed as part of malicious lateral movement activity. Darktrace DETECT understood that the above activity represented a deviation from the devices’ normal pattern of behavior and the following models were breached:

Darktrace DETECT models:

  • Anomalous Connection / Anomalous DRSGetNCChanges Operation
  • Anomalous Connection / New or Uncommon Service Control
  • Anomalous Connection / Unusual Admin RDP Session
  • Anomalous Connection / Unusual SMB Version 1 Connectivity
  • Compliance / SMB Drive Write
  • Device / Anomalous ITaskScheduler Activity
  • Device / Attack and Recon Tools
  • Device / Attack and Recon Tools In SMB
  • Device / EXE Files Distributed to Multiple Devices
  • Device / Suspicious Network Scan Activity
  • Device / Increase in New RPC Services
  • User / New Admin Credentials on Server

Data Exfiltration

At this stage of the attack, Hive actors have been known to carry out data exfiltration activity on infected networks using a variety of different methods. The Cybersecurity & Infrastructure Security Agency (CISA) reported that “Hive actors exfiltrate data likely using a combination of Rclone and the cloud storage service Mega[.]nz” [4]. Darktrace DETECT identified an example of this when a device on one customer network was observed making HTTP connections to endpoints related to Mega, including “w.apa.mega.co[.]nz”, with the user agent “rclone/v1.57.0” with at least 3 GiB of data being transferred externally (Figure 3). The same device was also observed transferring at least 3.6 GiB of data via SSL to the rare external IP, 158.51.85[.]157.

Figure 3: A summary of a device’s external connections to multiple endpoints and the respective amounts of data exfiltrated to Mega storage endpoints.

In another case, a device was observed uploading over 16 GiB of data to a rare external endpoint 93.115.27[.]71 over SSH. The endpoint in question was seen in earlier beaconing activity suggesting that this was likely an exfiltration event. 

However, Hive ransomware, like any other RaaS kit, can differ greatly in its techniques and features, and it is important to note that data exfiltration may not always be present in a Hive ransomware attack. In one incident detected by Darktrace, there were no signs of any data leaving the customer environment, indicating data exfiltration was not part of the Hive actor’s objectives.

Darktrace DETECT models:

  • Anomalous Connection / Data Sent to Rare Domain
  • Anomalous Connection / Lots of New Connections
  • Anomalous Connection / Multiple HTTP POSTs to Rare Hostname
  • Anomalous Connection / Suspicious Self-Signed SSL
  • Anomalous Connection / Uncommon 1 GiB Outbound
  • Device / New User Agent and New IP
  • Unusual Activity / Unusual External Data to New Endpoints
  • Unusual Activity / Unusual External Data Transfer
  • Unusual Activity / Enhanced Unusual External Data Transfer

Ransomware Deployment

In the final stage of a typical Hive ransomware attack, the ransomware payload is deployed and begins to encrypt files on infected devices. On one customer network, Darktrace detected several devices connecting to domain controllers (DC) to read a file named “xxx.exe”. Several sources have linked this file name with the Hive ransomware payload [5].

In another example, Darktrace DETECT observed multiple devices downloading the executable files “nua64.exe” and “nua64.dll” from a rare external location, 194.156.90[.]25. OSINT investigation revealed that the files are associated with Hive ransomware.

Figure 4: Security vendor analysis of the malicious file hash [6] associated with Hive ransomware. 

Shortly after the download of this executable, multiple devices were observed performing an unusual amount of file encryption, appending randomly generated strings of characters to file extensions. 

Although it has been reported that earlier versions of Hive ransomware encrypted files with a “.hive” extension [7], Darktrace observed across multiple customers that encrypted files had extensions that were partially-randomized, but consistently 20 characters long, matching the regular expression “[a-zA-Z0-9\-\_]{8}[\-\_]{1}[A-Za-z0-9\-\_]{11}”.

Figure 5: Device Event Log showing SMB reads and writes of encrypted files with a randomly generated extension of 20 characters. 

Following the successful encryption of files, Hive proceeds to drop a ransom note, named “HOW_TO_DECRYPT.txt”, into each affected directory. Typically, the ransom note will contain a link to Hive’s “sales department” and, in the event that exfiltration took place, a link to the “HiveLeaks” site, where attackers threaten to publish exfiltrated data if their demands are not met (Figure 6).  In cases of Hive ransomware detected by Darktrace, multiple devices were observed attempting to contact “HiveLeaks” TOR domains, suggesting that endpoint users had followed links provided to them in ransom notes.

Figure 6: Sample of a Hive ransom note [4].

Examples of file extensions:

  • 36C-AT9-_wm82GvBoCPC
  • 36C-AT9--y6Z1G-RFHDT
  • 36C-AT9-_x2x7FctFJ_q
  • 36C-AT9-_zK16HRC3QiL
  • 8KAIgoDP-wkQ5gnYGhrd
  • kPemi_iF_11GRoa9vb29
  • kPemi_iF_0RERIS1m7x8
  • kPemi_iF_7u7e5zp6enp
  • kPemi_iF_y4u7pB3d3f3
  • U-9Xb0-k__T0U9NJPz-_
  • U-9Xb0-k_6SkA8Njo5pa
  • zm4RoSR1_5HMd_r4a5a9 

Darktrace DETECT models:

  • Anomalous Connection / SMB Enumeration
  • Anomalous Connection / Sustained MIME Type Conversion
  • Anomalous Connection / Unusual Admin SMB Session
  • Anomalous File / Internal / Additional Extension Appended to SMB File
  • Compliance / SMB Drive Write
  • Compromise / Ransomware / Suspicious SMB Activity
  • Compromise / Ransomware / Ransom or Offensive Words Written to SMB
  • Compromise / Ransomware / Possible Ransom Note Write
  • Compromise / High Priority Tor2Web
  • Compromise / Tor2Web
  • Device / EXE Files Distributed to Multiple Devices

Conclusion

As Hive ransomware attacks are carried out by different affiliates using varying deployment kits, the tactics employed tend to vary and new IoCs are regularly identified. Furthermore, in 2022 a new variant of Hive was written using the Rust programming language. This represented a major upgrade to Hive, improving its defense evasion techniques and making it even harder to detect [8]. 

Hive is just one of many RaaS offerings currently on the market, and this market is only expected to grow in usage and diversity of presentations.  As ransomware becomes more accessible and easier to deploy it is essential for organizations to adopt efficient security measures to identify ransomware at the earliest possible stage. 

Darktrace DETECT’s Self-Learning AI understands customer networks and learns the expected patterns of behavior across an organization’s digital estate. Using its anomaly-based detection Darktrace is able to identify emerging threats through the detection of unusual or unexpected behavior, without relying on rules and signatures, or known IoCs. 

Credit to: Emily Megan Lim, Cyber Analyst, Hyeongyung Yeom, Senior Cyber Analyst & Analyst Team Lead.

Appendices

MITRE AT&CK Mapping

Reconnaissance

T1595.001 – Scanning IP Blocks

T1595.002 – Vulnerability Scanning

Resource Development

T1583.006 – Web Services

Initial Access

T1078 – Valid Accounts

T1190 – Exploit Public-Facing Application

T1200 – Hardware Additions

Execution

T1053.005 – Scheduled Task

T1059.001 – PowerShell

Persistence/Privilege Escalation

T1053.005 – Scheduled Task

T1078 – Valid Accounts

Defense Evasion

T1078 – Valid Accounts

T1207 – Rogue Domain Controller

T1550.002 – Pass the Hash

Discovery

T1018 – Remote System Discovery

T1046 – Network Service Discovery

T1083 – File and Directory Discovery

T1135 – Network Share Discovery

Lateral Movement

T1021.001 – Remote Desktop Protocol

T1021.002 – SMB/Windows Admin Shares

T1021.003 – Distributed Component Object Model

T1080 – Taint Shared Content

T1210 – Exploitation of Remote Services

T1550.002 – Pass the Hash

T1570 – Lateral Tool Transfer

Collection

T1185 – Man in the Browser

Command and Control

T1001 – Data Obfuscation

T1071 – Application Layer Protocol

T1071.001 – Web Protocols

T1090.003 – Multi-hop proxy

T1095 – Non-Application Layer Protocol

T1102.003 – One-Way Communication

T1571 – Non-Standard Port

Exfiltration

T1041 – Exfiltration Over C2 Channel

T1567.002 – Exfiltration to Cloud Storage

Impact

T1486 – Data Encrypted for Impact

T1489 – Service Stop

List of IoCs 

23.81.246[.]84 - IP Address - Likely Malicious File Download Endpoint

146.70.87[.]132 - IP Address - Possible Ransomware Endpoint

5.199.162[.]220 - IP Address - C2 Endpoint

23.227.178[.]65 - IP Address - C2 Endpoint

46.166.161[.]68 - IP Address - C2 Endpoint

46.166.161[.]93 - IP Address - C2 Endpoint

93.115.25[.]139 - IP Address - C2 Endpoint

185.150.1117[.]189 - IP Address - C2 Endpoint

192.53.123[.]202 - IP Address - C2 Endpoint

209.133.223[.]164 - IP Address - Likely C2 Endpoint

cltrixworkspace1[.]com - Domain - C2 Endpoint

vpnupdaters[.]com - Domain - C2 Endpoint

93.115.27[.]71 - IP Address - Possible Exfiltration Endpoint

158.51.85[.]157 - IP Address - Possible Exfiltration Endpoint

w.api.mega.co[.]nz - Domain - Possible Exfiltration Endpoint

*.userstorage.mega.co[.]nz - Domain - Possible Exfiltration Endpoint

741cc67d2e75b6048e96db9d9e2e78bb9a327e87 - SHA1 Hash - Hive Ransomware File

2f9da37641b204ef2645661df9f075005e2295a5 - SHA1 Hash - Likely Hive Ransomware File

hiveleakdbtnp76ulyhi52eag6c6tyc3xw7ez7iqy6wc34gd2nekazyd[.]onion - TOR Domain - Likely Hive Endpoint

References

[1] https://www.justice.gov/opa/pr/us-department-justice-disrupts-hive-ransomware-variant

[2] https://www.varonis.com/blog/hive-ransomware-analysis

[3] https://www.trendmicro.com/vinfo/us/security/news/ransomware-spotlight/ransomware-spotlight-hive 

[4]https://www.cisa.gov/news-events/cybersecurity-advisories/aa22-321a

[5] https://www.trendmicro.com/en_us/research/22/c/nokoyawa-ransomware-possibly-related-to-hive-.html

[6] https://www.virustotal.com/gui/file/60f6a63e366e6729e97949622abd9de6d7988bba66f85a4ac8a52f99d3cb4764/detection

[7] https://heimdalsecurity.com/blog/what-is-hive-ransomware/

[8] https://www.microsoft.com/en-us/security/blog/2022/07/05/hive-ransomware-gets-upgrades-in-rust/ 

Inside the SOC
Darktrace cyber analysts are world-class experts in threat intelligence, threat hunting and incident response, and provide 24/7 SOC support to thousands of Darktrace customers around the globe. Inside the SOC is exclusively authored by these experts, providing analysis of cyber incidents and threat trends, based on real-world experience in the field.
Written by
Emily Megan Lim
Cyber Analyst

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November 27, 2025

From Amazon to Louis Vuitton: How Darktrace Detects Black Friday Phishing Attacks

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Why Black Friday Drives a Surge in Phishing Attacks

In recent years, Black Friday has shifted from a single day of online retail sales and discounts to an extended ‘Black Friday Week’, often preceded by weeks of online hype. During this period, consumers are inundated with promotional emails and marketing campaigns as legitimate retailers compete for attention.

Unsurprisingly, this surge in legitimate communications creates an ideal environment for threat actors to launch targeted phishing campaigns designed to mimic legitimate retail emails. These campaigns often employ social engineering techniques that exploit urgency, exclusivity, and consumer trust in well-known brands, tactics designed to entice recipients into opening emails and clicking on malicious links.

Additionally, given the seasonal nature of Black Friday and the ever-changing habits of consumers, attackers adopt new tactics and register fresh domains each year, rather than reusing domains previously flagged as spam or phishing endpoints. While this may pose a challenge for traditional email security tools, it presents no such difficulty for Darktrace / EMAIL and its anomaly-based approach.

In the days and weeks leading up to ‘Black Friday’, Darktrace observed a spike in sophisticated phishing campaigns targeting consumers, demonstrating how attackers combine phycological manipulation with technical evasion to bypass basic security checks during this high-traffic period. This blog showcases several notable examples of highly convincing phishing emails detected and contained by Darktrace / EMAIL in mid to late November 2025.

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

The impersonation major online retailers has become a common tactic in retail-focused attacks, none more so than Amazon, which ranked as the fourth most impersonated brand in 2024, only behind Microsoft, Apple, Google, and Facebook [1]. Darktrace’s own research found Amazon to be the most mimicked brand, making up 80% of phishing attacks in its analysis of global consumer brands.

When faced with an email that appears to come from a trusted sender like Amazon, recipients are far more likely to engage, increasing the success rate of these phishing campaigns.

In one case observed on November 16, Darktrace detected an email with the subject line “NOW LIVE: Amazon’s Best Early Black Friday Deals on Gadgets Under $60”. The email was sent to a customer by the sender ‘Deal Watchdogs’, in what appeared to be an attempt to masquerade as a legitimate discount-finding platform. No evidence indicated that the company was legitimate. In fact, the threat actor made no attempt to create a convincing name, and the domain appeared to be generated by a domain generation algorithm (DGA), as shown in Figure 2.

Although the email was sent by ‘Deal Watchdogs’, it attempted to impersonate Amazon by featuring realistic branding, including the Amazon logo and a shade of orange similar to that used by them for the ‘CLICK HERE’ button and headline text.

Figure 1: The contents of the email observed by Darktrace, featuring authentic-looking Amazon branding.

Darktrace identified that the email, marked as urgent by the sender, contained a suspicious link to a Google storage endpoint (storage.googleapis[.]com), which had been hidden by the text “CLICK HERE”. If clicked, the link could have led to a credential harvester or served as a delivery vector for a malicious payload hosted on the Google storage platform.

Fortunately, Darktrace immediately identified the suspicious nature of this email and held it before delivery, preventing recipients from ever receiving or interacting with the malicious content.

Figure 2: Darktrace / EMAIL’s detection of the malicious phishing email sent to a customer.

Around the same time, Darktrace detected a similar email attempting to spoof Amazon on another customer’s network with the subject line “Our 10 Favorite Deals on Amazon That Started Today”, also sent by ‘Deal Watchdogs,’ suggesting a broader campaign.

Analysis revealed that this email originated from the domain petplatz[.]com, a fake marketing domain previously linked to spam activity according to open-source intelligence (OSINT) [2].

Brand Impersonation: Louis Vuitton

A few days later, on November 20, Darktrace / EMAIL detected a phishing email attempting to impersonate the luxury fashion brand Louis Vuitton. At first glance, the email, sent under the name ‘Louis Vuitton’ and titled “[Black Friday 2025] Discover Your New Favorite Louis Vuitton Bag – Elegance Starts Here”, appeared to be a legitimate Black Friday promotion. However, Darktrace’s analysis uncovered several red flags indicating a elaborate brand impersonation attempt.

The email was not sent by Louis Vuitton but by rskkqxyu@bookaaatop[.]ru, a Russia-based domain never before observed on the customer’s network. Darktrace flagged this as suspicious, noting that .ru domains were highly unusual for this recipient’s environment, further reinforcing the likelihood of malicious intent. Subsequent analysis revealed that the domain had only recently registered and was flagged as malicious by multiple OSINT sources [3].

Figure 3: Darktrace / EMAIL’s detection of the malicious email attempting to spoofLouis Vuitton, originating from a suspicious Russia-based domain.

Darktrace further noted that the email contained a highly suspicious link hidden behind the text “View Collection” and “Unsubscribe,” ensuring that any interaction, whether visiting the supposed ‘handbag store’ or attempting to opt out of marketing emails, would direct recipients to the same endpoint. The link resolved to xn--80aaae9btead2a[.]xn--p1ai (топааабоок[.]рф), a domain confirmed as malicious by multiple OSINT sources [4]. At the time of analysis, the domain was inaccessible, likely due to takedown efforts or the short-lived nature of the campaign.

Darktrace / EMAIL blocked this email before it reached customer inboxes, preventing recipients from interacting with the malicious content and averting any disruption.

Figure 4: The suspicious domain linked in the Louis Vuitton phishing email, now defunct.

Too good to be true?

Aside from spoofing well-known brands, threat actors frequently lure consumers with “too good to be true” luxury offers, a trend Darktrace observed in multiple cases throughout November.

In one instance, Darktrace identified an email with the subject line “[Black Friday 2025] Luxury Watches Starting at $250.” Emails contained a malicious phishing link, hidden behind text like “Rolex Starting from $250”, “Shop Now”, and “Unsubscribe”.

Figure 5: Example of a phishing email detected by Darktrace, containing malicious links concealed behind seemingly innocuous text.

Similarly to the Louis Vuitton email campaign described above, this malicious link led to a .ru domain (hxxps://x.wwwtopsalebooks[.]ru/.../d65fg4er[.]html), which had been flagged as malicious by multiple sources [5].

Figure 6: Darktrace / EMAIL’s detection of a malicious email promoting a fake luxury watch store, which was successfully held from recipient inboxes.

If accessed, this domain would redirect users to luxy-rox[.]com, a recently created domain (15 days old at the time of writing) that has also been flagged as malicious by OSINT sources [6]. When visited, the redirect domain displayed a convincing storefront advertising high-end watches at heavily discounted prices.

Figure 7: The fake storefront presented upon visiting the redirectdomain, luxy-rox[.]com.

Although the true intent of this domain could not be confirmed, it was likely a scam site or a credential-harvesting operation, as users were required to create an account to complete a purchase. As of the time or writing, the domain in no longer accessible .

This email illustrates a layered evasion tactic: attackers employed multiple domains, rapid domain registration, and concealed redirects to bypass detection. By leveraging luxury branding and urgency-driven discounts, the campaign sought to exploit seasonal shopping behaviors and entice victims into clicking.

Staying Protected During Seasonal Retail Scams

The investigation into these Black Friday-themed phishing emails highlights a clear trend: attackers are exploiting seasonal shopping events with highly convincing campaigns. Common tactics observed include brand impersonation (Amazon, Louis Vuitton, luxury watch brands), urgency-driven subject lines, and hidden malicious links often hosted on newly registered domains or cloud services.

These campaigns frequently use redirect chains, short-lived infrastructure, and psychological hooks like exclusivity and luxury appeal to bypass user scepticism and security filters. Organizations should remain vigilant during retail-heavy periods, reinforcing user awareness training, link inspection practices, and anomaly-based detection to mitigate these evolving threats.

Credit to Ryan Traill (Analyst Content Lead) and Owen Finn (Cyber Analyst)

Appendices

References

1.        https://keepnetlabs.com/blog/top-5-most-spoofed-brands-in-2024

2.        https://www.virustotal.com/gui/domain/petplatz.com

3.        https://www.virustotal.com/gui/domain/bookaaatop.ru

4.        https://www.virustotal.com/gui/domain/xn--80aaae9btead2a.xn--p1ai

5.        https://www.virustotal.com/gui/url/e2b868a74531cd779d8f4a0e1e610ec7f4efae7c29d8b8ab32c7a6740d770897?nocache=1

6.        https://www.virustotal.com/gui/domain/luxy-rox.com

Indicators of Compromise (IoCs)

IoC – Type – Description + Confidence

petplatz[.]com – Hostname – Spam domain

bookaaatop[.]ru – Hostname – Malicious Domain

xn--80aaae9btead2a[.]xn--p1ai (топааабоок[.]рф) – Hostname - Malicious Domain

hxxps://x.wwwtopsalebooks[.]ru/.../d65fg4er[.]html) – URL – Malicious Domain

luxy-rox[.]com – Hostname -  Malicious Domain

MITRE ATT&CK Mapping  

Tactic – Technique – Sub-Technique  

Initial Access - Phishing – (T1566)  

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About the author
Ryan Traill
Analyst Content Lead

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November 27, 2025

Phishing attacks surge by 620% in the lead-up to Black Friday

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Black Friday deals are rolling in, and so are the phishing scams

As the world gears up for Black Friday and the festive shopping season, inboxes flood with deals and delivery notifications, creating a perfect storm for phishing attackers to strike.

Contributing to the confusion, legitimate brands often rely on similar urgency cues, limited-time offers, and high-volume email campaigns used by scammers, blurring the lines between real deals and malicious lookalikes. While security teams remain extra vigilant during this period, the risk of phishing emails slipping in unnoticed remains high, as does the risk of individuals clicking to take advantage of holiday shopping offers.

Analysis conducted by Darktrace’s global analyst team revealed that phishing attacks taking advantage of Black Friday jumped by 620% in the weeks leading up to the holiday weekend, with the volume of phishing attacks expected to jump a further 20-30% during Black Friday week itself.

First observation: Brand impersonation

Brand impersonation was one of the techniques that stood out, with threat actors creating convincing emails – likely assisted by generative AI – purporting to be from household brands including special offers and promotions.

The week before Thanksgiving (15-21 November) saw 201% more phishing attempts mimicking US retailers than the same week in October, as attackers sought to profit off the back of the busy holiday shopping season. It’s not just about volume, either – attackers are spoofing brands people love to shop with during the holidays. Fake emails that look like they’re from well-known retailers like Macy’s, Walmart, and Target were up by 54% just across last week1. Even so, Amazon is the most impersonated brand, making up 80% of phishing attempts in Darktrace’s analysis of global consumer brands like Apple, Alibaba and Netflix.  

While major brands invest heavily in protecting their organizations and customers from cyber-attacks, impersonation is a complicated area as it falls outside of a brand’s legitimate infrastructure and security remit. Retail brands have a huge attack surface, creating plenty of vectors for impersonation, while fake domains, social profiles, and promotional messages can be created quickly and at scale.

Second observation: Fake marketing domains

One prominent Black Friday phishing campaign observed landing in many inboxes uses fake domains purporting to be from marketing sites, like “Pal.PetPlatz.com” and “Epicbrandmarketing.com”.

These emails tend to operate in one of two ways. Some contain “deals” for luxury items such as Rolex watches or Louis Vuitton handbags, designed to tempt readers into clicking. However, the majority are tied to a made-up brand called Deal Watchdogs, which promotes “can’t-miss” Amazon Black Friday offers – designed to lure readers into acting fast to secure legitimate time-sensitive deals. Any user who clicks a link is taken to a fake Amazon website where they are tricked into inputting sensitive data and payment details.

Third observation: The impact of generative AI

The biggest shift seen in phishing in recent years is how much more convincing scam emails are thanks to generative AI. 27% of phishing emails observed by Darktrace in 2024 contained over 1,000 characters2, suggesting LLM use in their creation. Tools like ChatGPT and Gemini lower the barrier to entry for cyber-criminals, allowing them to create phishing campaigns that humans find it difficult to spot.  

Let’s take a look at a dummy email created by a member of our team without a technical background to illustrate how easy it is to spin up an email that looks and feels like a genuine Black Friday offer. With two prompts, generative AI created a convincing “sale” email that could easily pass as the real thing without requiring any technical skill.

A fake Black Friday deal email created using generative AI, with only two prompts. The image has been pixelated for marketing purposes.

Anyone can now create convincing brand spoofs, and they can do it at scale. That makes it even more important for email users to pause, check the sender, and think before they click.

Why phishing scams hurt consumers and brands

These spoofs don’t just drain shoppers’ bank accounts and grab their personal data. They erode trust, drive people away from real sites, and ultimately hurt brands’ sales. And the fakes keep getting sharper, more convincing, and harder to spot.

Though brands should implement email controls like DMARC to help reduce spoofing, they can’t stop attackers from registering new look-alike domains or using other channels. At the end of the day, human users remain vulnerable to well-crafted scams, particularly when the element of trust from a well-known brand is involved. And while brands can’t prevent all impersonation scams, the fallout can still erode consumer trust and damage their reputation.

In order to limit the impact of these scams, two things need to work together: better education so consumers know when to slow down and look twice, and email security (plus a DMARC solution and an attack surface management tool) that can adapt faster than the attackers – protecting both shoppers and the brands they love.

Tips to stay safe while Black Friday shopping online

On top of retailers implementing robust email security, there are some simple steps shoppers can take to stay safer while shopping this holiday season.

  • Check every website (twice). Scammers make tiny changes you can barely see. They’ll switch Walmart.com for Waimart.com and most people won’t notice. If something looks even slightly off, check the URL carefully and, if you’re unsure, search for reviews of that exact address.
  • Santa keeps the real gifts in the workshop. Don’t just click through from sales emails. Use them as a prompt to log in directly to the official app or site, where any genuine notifications will appear.
  • Look at the payment options. Real retailers usually offer a handful of recognizable ways to pay; if a site pushes only odd methods or upfront transfers, don’t use it.
  • Be skeptical of Christmas miracles. If a deal on a big-ticket item looks too good to be true, it usually is.
  • Leave the rushing to the elves. Countdown timers and “last chance” banners are designed to make you click before you think. Take a breath, double-check the sender and the site, and then decide whether to buy.

Email security you can trust this holiday season

The heightened holiday shopping season shines a spotlight on an uncomfortable reality: now that phishing emails are harder than ever to distinguish from legitimate brand communication, traditional spam filters and Secure Email Gateways struggle to keep up. In order to protect against communication-based attacks, organizations require email security that can evaluate the full context of an email – not just surface-level indicators – and stop malicious messages before they reach inboxes.

Darktrace / EMAIL uses Self-Learning AI to understand the behavior and patterns of every user, so it can detect the subtle inconsistencies that reveal a message isn’t genuine, from shifts in tone and writing style to unexpected links, unfamiliar senders, or off-brand visual cues. By identifying these anomalies automatically – and either holding them entirely, or neutralizing malicious elements – it removes the burden from employees to catch near-imperceptible errors and reinforces protection for the entire organization, from staff to customers to brand reputation.

Join our live broadcast on 9 December, where Darktrace will reveal new, industry-first innovations in email security keeping organizations safe this Christmas – from DMARC to DLP. Sign up to the live launch event now.

For a deeper dive into some specific Black Friday phishing campaigns surfaced by the Darktrace threat analysis team, read the follow-up blog here.

A note on methodology

Insights derive from anonymous live data across 6,500 customers protected by Darktrace / EMAIL. Darktrace created models tracking verified phishing emails that:

  • Explicitly mentioned Black Friday
  • Impersonated US retailers popular during the holiday season (Walmart, Target, Best Buy, Macy's, Old Navy, 1800-Flowers)
  • Impersonated major global brands (Apple, eBay, Netflix, Alibaba and PayPal)

Tracking ran from October 1 to November 21.

References

[1] Based on live tracking of phishing emails spoofing Walmart, Target, Best Buy, Macy's, Old Navy, 1800-Flowers across email inboxes protected by Darktrace.  November 15 – November 21, 2025

[2] Based on analysis of 30.4 million phishing emails between December 21, 2023, and December 18, 2024. Darktrace Annual Threat Report 2024.

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
Your data. Our AI.
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