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November 29, 2022

How to Cut Through Cyber Security Noise

Learn how Cyber AI Analyst tackles alert fatigue by categorizing vast amounts of data into actionable security incidents for your team's review.
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
Dan Fein
VP, Product
Written by
Elliot Stocker
Product SME
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29
Nov 2022

For cyber security experts, it’s hard enough staying on top of the latest threats and emerging attacks without having to deal with a virtual tsunami of alert noise from systems monitoring email, SaaS environments, and endpoints – in addition to IaaS cloud and on-premises networks. Unfortunately, fatigue from these demands can lead to overworking, burnout, and crucially, high employee turnover. 

The worldwide industry shortage of 3.5 million cyber security professionals only exacerbates the problem. Not only does it add pressure to the current stock of skilled and available security professionals, but it also raises the stakes for CISOs and other security leaders to find a way to cut through the alert noise while staying on ahead of threat actors who never stop innovating and applying novel malware strains and attack techniques.

Working Smarter Not Harder

One way to help with retention is to empower security teams to break away from monotony and to think creatively and leverage their expertise where it can really add value. Working smarter, rather than harder, is often easier said than done, but by employing automation and AI-driven tools to take on the heavy lifting of threat detection, investigation, and response, human teams can be given the breathing room needed to focus on long-term objectives and think more deeply about their security approaches.

It is important for security programs to continuously level up alongside evolving threat landscapes by questioning existing security operations, and this cannot be achieved during times of hand-to-hand alert combat.

When alerts are fewer, higher quality, and context-heavy, the background to each can be easily explored, whether that’s reevaluating a policy or configuration, or simply asking useful questions around the company’s broader security approach. Work done at this level empowers security teams and fosters growth.

Less is More

Business risk– or the potential impact of cyber disruption– should be the number one concern driving a security team, but lack of resources is a near-constant constraint. Reducing the volume of alerts doesn’t just mean bringing the noise floor up. You can think of the noise floor as an alert threshold: if it is too high then there are fewer alerts, but more threats may be missed, whereas if it is too low, there are high volumes of unhelpful false positives. Freeing up time for the team must not equate to ignoring alerts; it should instead mean focusing on the alerts that matter.

Darktrace’s technologies make this possible, with Darktrace DETECT™ and Cyber AI Analyst working together to address alert fatigue and burnout for security teams while strengthening an organizations’ overall security posture. Cyber AI Analyst essentially takes over the busy work from the human analysts and elevates a team’s overall decision making. Teams now operate at higher levels, as they’re not stuck in mundane alert management and humans are brought in only after the machine and AI have done the heavy lifting.

“Before AI Analyst, we were barely treading water with all of the alerts, most of which were false positives, our old systems produced daily. With AI Analyst, we’ve been able to exponentially reduce those alerts, harden our environment, and get strategic.”

Dr. Robert Spangler, the CISO and Assistant Executive Director of the New Jersey State Bar Association.

Figure 1: Billions of individual events are reduced into a critical incident for review


Imagine a scenario in which Darktrace observed around 9.6 billion events over a 28-day period. DETECT and Cyber AI Analyst might distill that huge amount of data down into just, say, 54 critical incidents, or just two per day. Here’s how:

9.6 billion events

When trying to understand the full picture, every single puzzle piece counts. That’s why Darktrace’s Self-Learning AI goes wherever your organization has data, integrating with data sources across the digital estate, including network, email, endpoints, OT, cloud, and SaaS environments. And with an open architecture, Darktrace facilitates quick and easy integrations with everything from SIEMs and SOARs to public clouds and the latest Zero Trust technologies. So, any data can become learnable, whether directly ingested or via integration.

By examining this full and contextualized data set, Self-Learning AI builds a constantly evolving understanding of what ‘normal’ looks like for the entire organization. Every connection, every email, app login, resource accessed, VM spun up, PLC reprogrammed, and more become signals from which Darktrace can learn, evaluate, and improve its understanding.

40,404 model breaches

The billions of events are analyzed by Darktrace DETECT, which uses its extensive knowledge of ‘normal’ to draw out hosts of subtle anomalies or ‘AI model breaches.’ Many of these AI model breaches will be weak indicators of threatening activity, and most will not be sufficient to individually signal a threat. For that reason, no human attention is required at this stage. Darktrace DETECT will continue to draw anomalous behaviors from the ongoing stream of events without the need for intervention. 

200 incidents

The Cyber AI Analyst takes the total list of model breaches collated by DETECT and performs the truly sophisticated work of determining distinct threat incidents. By piecing together anomalies which may, in themselves, appear harmless, the AI Analyst draws out subtle and often wide-ranging attacks, tracking their route from the initial compromise to the present moment. This creates a much shorter list of genuine threat incidents, but there is still no need for human attention at this stage.

54 critical incidents

Once it has discovered the threat incidents facing an organization, the Cyber AI Analyst begins the crucial processes of triage to determine which incidents need to be surfaced to the security team, and in what order of priority. This supplies the human team with a highly focused briefing of the most pressing threats, massively reducing their overall workload and minimizing or potentially eradicating alert fatigue. In the above example of a month with over 9.6 billion distinct events, the team are left with just two incidents to address per day. These two incidents are clearly presented with natural language-processing and all the most relevant info, including details, devices, and dates. 

“When we had other, noisier systems, we didn’t have the time to have truly in-depth discussions or conduct deep investigations, so there were fewer teachable moments for junior team members and fewer opportunities to inform our cybersecurity strategy as a whole,” Spangler said. “Now, we’re not just a better team, we’re more efficient, responsive, and informed than we’ve ever been. We’re all better cyber security professionals as a result.”

In the event of a breach, CISOs and security leaders want the full incident report, and they want it yesterday. The promise of AI is to handle specific tasks at a speed and scale that humans can’t. Going from 9.6 billion events to 54 incidents demonstrates the scale, but it’s important to consider the impact of speed here as well, as the Cyber AI Analyst works in real time, meaning all relevant events are presented in an easy to consume downloadable report available immediately upon investigation.

This isn’t a black box either; every step of the AI Analyst’s investigation process is visible to the human team. Not only can they see the relevant events and breaches that led to the incident, but if required, they can pivot into them easily with a click. If the investigation requires going all the way down to the metadata level to easily peruse the filtered events of the 9.6 billion overall signals or even to PCAP data, those are available and easy to find too.

Since DETECT and Cyber AI Analyst not only reduce alert fatigue but also simplify incident investigations, security teams feel empowered and experience less burnout. 

“We’ve been stable and have had minimal turnover since we started using AI Analyst,” Spangler said. “We’re not scrambling to keep up with noisy and time-consuming false positives, making the investigations that we undertake stimulating and– I say this cautiously– fun! Put simply, the thing we all love about this career, the virtual chess game we play with attackers, is a lot more fun when you know you’re going to win.”

Autonomous Response

Organizations that deploy Darktrace RESPOND™ can address the incidents raised by DETECT and the Cyber AI Analyst autonomously, and in mere seconds. Using the full context of the organization built up by Self-Learning AI, RESPOND takes the least disruptive measures necessary to disarm threats at machine speed. By the time the security team learns about the attack, it is already contained, continuing to save them from the hand-to-hand combat of threat fighting.

With day-to-day threat detection, response, and analysis taken care of, security teams are free to give full and sustained attention to their overall security posture. Neutralized threats may yet reveal broader security gaps and potential improvements which the team now has the time and headspace to pursue.

For example, discovering a trend that users are uploading potentially sensitive data via third-party file-sharing services might lead to a discussion about whether it should be company policy to block access to this service, reducing to zero the number of future alerts that would have been triggered by this behavior. Importantly, this wouldn’t be altering the aforementioned noise floor, but instead fundamentally altering security policies to align with the needs of the business, which could indirectly affect future alerting, as activities may subside.

As a result, practitioners find more value in their work, security teams efforts are optimized, and organizations are strengthened overall.

“We’re now focused on the items that AI Analyst alerts us to, which are always worth looking into because they either identify an activity that we need to get eyes on and/or provide us with insight into ways we can harden our network,” Spangler said. “The hardening that we’ve done has been incalculably beneficial– it’s one of the reasons we get fewer alerts, and it’s also protected us against a wide variety of threats.”

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
Dan Fein
VP, Product
Written by
Elliot Stocker
Product SME

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November 28, 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 28, 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.

[related-resource]

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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