January 4, 2023

BlackMatter's Smash-and-Grab Ransom Attack Incident Analysis

Stay informed on cybersecurity trends! Read about a BlackMatters ransom attack incident and Darktrace's analysis on how RESPOND could have stopped the attack.

Written by

The Darktrace Analyst Team

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

The Darktrace Analyst Team

Jan 2023

Only a few years ago, popular reporting announced that the days of smash-and-grab attacks were over and that a new breed of hackers were taking over with subtler, ‘low-and-slow’ tactics [1]. Although these have undoubtedly appeared, smash-and-grab have quickly become overlooked – perhaps with worrying consequences. Last year, Google saw repeated phishing campaigns using cookie theft malware and most recently, reports of hacktivists using similar techniques have been identified during the 2022 Ukraine Conflict [2 & 3]. Where did their inspiration come from? For larger APT groups such as BlackMatter, which first appeared in the summer of 2021, smash-and-grabs never went out of fashion.

This blog dissects a BlackMatter ransomware attack that hit an organization trialing Darktrace back in 2021. The case reveals what can happen when a security team does not react to high-priority alerts.

When entire ransomware attacks can be carried out over the course of just 48 hours, there is a high risk to relying on security teams to react to detection notifications and prevent damage before the threat escalates. Although there has been hesitancy in its uptake [4], this blog also demonstrates the need for automated response solutions like Darktrace RESPOND.

The Name Game: Untangling BlackMatter, REvil, and DarkSide

Despite being a short-lived criminal organization on the surface [5], a number of parallels have now been drawn between the TTPs (Tactics, Techniques and Procedures) of the newer BlackMatter group and those of the retired REvil and DarkSide organizations [6].

Prior to their retirement, DarkSide and REvil were perhaps the biggest names in cyber-crime, responsible for two of last year’s most devastating ransomware attacks. Less than two weeks after the Colonial Pipeline attack, DarkSide announced it was shutting down its operation [7]. Meanwhile the FBI shutdown REvil in January 2022 after its devastating Fourth of July Kaseya attacks and a failed return in September [8]. It is now suspected that members from one or both went on to form BlackMatter.

This rebranding strategy parallels the smash-and-grab attacks these groups now increasingly employ: they make their money, and a lot of noise, and when they’re found out, they disappear before organizations or governments can pull together their threat intelligence and organize an effective response. When they return days, weeks or months later, they do so having implemented enough small changes to render themselves and their attacks unrecognizable. That is how DarkSide can become BlackMatter, and how its attacks can slip through security systems trained on previously encountered threats.

Attack Details

In September 2021 Darktrace was monitoring a US marketing agency which became the victim of a double extortion ransomware attack that bore hallmarks of a BlackMatter operation. This began when a single domain-authenticated device joined the company’s network. This was likely a pre-infected company device being reconnected after some time offline.

Only 15 minutes after joining, the device began SMB and ICMP scanning activities towards over 1000 different internal IPs. There was also a large spike of requests for Epmapper, which suggested an intent for RPC-based lateral movement. Although one credential was particularly prominent, multiple were used including labelled admin credentials. Given it’s unexpected nature, this recon quickly triggered a chain of DETECT/Network model breaches which ensured that Darktrace’s SOC were alerted via the Proactive Threat Notification service. Whilst SOC analysts began to triage the activity, the organization failed to act on any of the alerts they received, leaving the detected threat to take root within their digital environment.

Shortly after, a series of C2 beaconing occurred towards an endpoint associated with Cobalt Strike [9]. This was accompanied by a range of anomalous WMI bind requests to svcctl, SecAddr and further RPC connections. These allowed the initial compromised device to quickly infect 11 other devices. With continued scanning over the next day, valuable data was soon identified. Across several transfers, 230GB of internal data was then exfiltrated from four file servers via SSH port 22. This data was then made unusable to the organization through encryption occurring via SMB Writes and Moves/Renames with the randomly generated extension ‘.qHefKSmfd’. Finally a ransom note titled ‘qHefKSmfd.README.txt’ was dropped.

This ransom note was appended with the BlackMatter ASCII logo:

*Figure 1- The ASCII logo which accompanied BlackMatter’s ransom note*

Although Darktrace DETECT and Cyber AI Analyst continued to provide live alerting, the actor successfully accomplished their mission.

There are numerous reasons that an organization may fail to organize a response to a threat, (including resource shortages, out of hours attacks, and groups that simply move too fast). Without Darktrace’s RESPOND capabilities enabled, the threat actors could proceed this attack without obstacles.

*Figure 2- Cyber AI Analyst breaks down the stages of the attack [Note: this screenshot is from V5 of DETECT/Network]*

How would the attack have unfolded with RESPOND?

Armed with Darktrace’s evolving knowledge of ‘self’ for the customer’s unique digital environment, RESPOND would have activated within seconds of the first network scan, which was recognized as highly anomalous. The standard action taken here would usually involve enforcing the standard ‘pattern of life’ for the compromised device over a set time period in order to halt the anomaly while allowing the business to continue operating as normal.

RESPOND constantly re-evaluates threats as attacks unfold. Had the first stage still been successful, it would have continued to take targeted action at each corresponding stage of this attack. RESPOND models would have alerted to block the external connections to C2 servers over port 443, the outbound exfil attempts and crucially the SMB write activity over port 445 related to encryption.

As DETECT and RESPOND feed into one another, Darktrace would have continued to assess its actions as BlackMatter pivoted tactics. These actions buy back critical time for security teams that may not be in operation over the weekend, and stun the attacker into place without applying overly aggressive responses that create more problems than they solve.

Ultimately although this incident did not resolve autonomously, in response to the ransom event, Darktrace offered to enable RESPOND and set it in active mode for ransomware indicators across all client and server devices. This ensured an event like this would not occur again.

Why does RESPOND work?

Response solutions must be accurate enough to fire only when there is a genuine threat, configurable enough to let the user stay in the driver’s seat, and intelligent enough to know the right action to take to contain only the malicious activity- without disrupting normal business operations.

This is only possible if you can establish what ‘normal’ is for any one organization. And this is how Darktrace’s RESPOND product family ensures its actions are targeted and proportionate. By feeding off DETECT alerting which highlights subtle or large deviations across the network, cloud and SaaS, RESPOND can provide a measured response to the potential threat. This includes actions such as:

Enforcing the device’s ‘pattern of life’ for a given length of time
Enforcing the ‘group pattern of life’ (stopping a device from doing anything its peers haven’t done in the past)
Blocking connections of a certain type to a certain destination
Logging out of a cloud account
‘Smart quarantining’ an endpoint device- maintaining access to VPNs and company’s AV solution

Conclusion

In its report on BlackMatter [10], CISA recommended that organizations invest in network monitoring tools with the capacity to investigate anomalous activity. Picking up on unusual behavior rather than predetermined rules and signatures is an important step in fighting back against new threats. As this particular story shows, however, detection alone is not always enough. Turning on RESPOND, which takes immediate and precise action to contain threats, regardless of when and where they come in, is the best way to counter smash-and-grab attacks and protect organizations’ digital assets. There is little doubt that the threat actors behind BlackMatter will or have already returned with new names and strategies- but organizations with RESPOND will be ready for them.

Appendices

Darktrace Model Detections (in order of breach)

Those with the ‘PTN’ prefix were alerted directly to Darktrace’s 24/7 SOC team.

Device / ICMP Address Scan
Device / Suspicious SMB Scanning Activity
(PTN) Device / Suspicious Network Scan Activity
Anomalous Connection / SMB Enumeration
Device / Possible RPC Lateral Movement
Device / Active Directory Reconnaissance
Unusual Activity / Possible RPC Recon Activity
Device / Possible SMB/NTLM Reconnaissance
Compliance / Default Credential Usage
Device / New or Unusual Remote Command Execution
Anomalous Connection / New or Uncommon Service Control
Device / New or Uncommon SMB Named Pipe
Device / SMB Session Bruteforce
Device / New or Uncommon WMI Activity
(PTN) Device / Multiple Lateral Movement Model Breaches
Compromise / Sustained SSL or HTTP Increase
Compromise / SSL or HTTP Beacon
Compromise / Sustained TCP Beaconing Activity To Rare Endpoint
Device / Anomalous SMB Followed By Multiple Model Breaches
Device / Anomalous RDP Followed By Multiple Model Breaches
Anomalous Server Activity / Rare External from Server
Anomalous Connection / Anomalous SSL without SNI to New External
Anomalous Connection / Rare External SSL Self-Signed
Device / Long Agent Connection to New Endpoint
Compliance / SMB Drive Write
Anomalous Connection / Unusual Admin SMB Session
Anomalous Connection / High Volume of New or Uncommon Service Control
Anomalous Connection / Unusual Admin RDP Session
Device / Suspicious File Writes to Multiple Hidden SMB Shares
Anomalous Connection / Multiple Connections to New External TCP Port
Compliance / SSH to Rare External Destination
Anomalous Connection / Uncommon 1 GiB Outbound
Anomalous Connection / Data Sent to Rare Domain
Anomalous Connection / Download and Upload
(PTN) Unusual Activity / Enhanced Unusual External Data Transfer
Anomalous File / Internal / Additional Extension Appended to SMB File
(PTN) Compromise / Ransomware / Suspicious SMB Activity

List of IOCs

Reference List

[1] https://www.designnews.com/industrial-machinery/new-age-hackers-are-ditching-smash-and-grab-techniques

[2] https://cybernews.com/cyber-war/how-do-smash-and-grab-cyberattacks-help-ukraine-in-waging-war/

[3] https://blog.google/threat-analysis-group/phishing-campaign-targets-youtube-creators-cookie-theft-malware/

[4] https://www.ukcybersecuritycouncil.org.uk/news-insights/articles/the-benefits-of-automation-to-cyber-security/

[5] https://techcrunch.com/2021/11/03/blackmatter-ransomware-shut-down/

[6] https://www.trellix.com/en-us/about/newsroom/stories/research/blackmatter-ransomware-analysis-the-dark-side-returns.html

[7] https://www.nytimes.com/2021/05/14/business/darkside-pipeline-hack.html

[8] https://techcrunch.com/2022/01/14/fsb-revil-ransomware/

[9] https://www.virustotal.com/gui/domain/georgiaonsale.com/community

[10] https://www.cisa.gov/uscert/ncas/alerts/aa21-291a

Credit to: Andras Balogh, SOC Analyst and Gabriel Few-Wiegratz, Threat Intelligence Content Production Lead

Written by

The Darktrace Analyst Team

Inside the SOC

Written by

The Darktrace Analyst Team

Senior Product Marketing Manager, Email

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Email

November 28, 2025

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

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.

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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.

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

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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.

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

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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].

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

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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.

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

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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”.

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

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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].

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

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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.

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

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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)

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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

Blog

Email

November 28, 2025

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

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.

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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.

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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.

[related-resource]

About the author

Carlos Gray

Senior Product Marketing Manager, Email

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BlackMatter's Smash-and-Grab Ransom Attack Incident Analysis

The Name Game: Untangling BlackMatter, REvil, and DarkSide

Attack Details

How would the attack have unfolded with RESPOND?

Why does RESPOND work?

Conclusion

List of IOCs

Reference List

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

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

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Blog

Email

November 28, 2025

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

Why Black Friday Drives a Surge in Phishing Attacks

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

Brand Impersonation: Louis Vuitton

Too good to be true?

Staying Protected During Seasonal Retail Scams

Appendices

Blog

Email

November 28, 2025

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

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

First observation: Brand impersonation

Second observation: Fake marketing domains

Third observation: The impact of generative AI

Why phishing scams hurt consumers and brands

Tips to stay safe while Black Friday shopping online

Email security you can trust this holiday season

A note on methodology

References