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February 24, 2025

Detecting and Containing Account Takeover with Darktrace

Account takeovers are rising with SaaS adoption. Learn how Darktrace detects deviations in user behavior and autonomously stops threats before they escalate.
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
Min Kim
Cyber Security Analyst
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24
Feb 2025

Thanks to its accessibility from anywhere with an internet connection and a web browser, Software-as-a-Service (SaaS) platforms have become nearly universal across organizations worldwide. However, with this growing popularity comes greater responsibility. Increased attention attracts a larger audience, including those who may seek to exploit these widely used services. One crucial factor to be vigilant about in the SaaS landscape is safeguarding internal credentials. Minimal protection on accounts can lead to SaaS hijacking, which could allow further escalations within the network.

How does SaaS account takeover work?

SaaS hijacking occurs when a malicious actor takes control of a user’s active session with a SaaS application. Attackers can achieve this through various methods, including employees using company credentials on compromised or spoofed external websites, brute-force attacks, social engineering, and exploiting outdated software or applications.

After the hijack, attackers may escalate their actions by changing email rules and using internal addresses for additional social engineering attacks. The larger goal of these actions is often to steal internal data, damage reputations, and disrupt operations.

Account takeover protection

It has become essential to have security tools capable of outsmarting potential malicious actors. Traditional tools that rely on rules and signatures may not be able to identify new events, such as logins or activities from a rare endpoint, unless they come from a known malicious source.

Darktrace relies on analysis of user and network behavior, tailored to each customer, allowing it to identify anomalous events that the user typically does not engage in. In this way, unusual SaaS activities can be detected, and unwanted actions can be halted to allow time for remediation before further escalations.

The following cases, drawn from the global customer base, illustrate how Darktrace detects potential SaaS hijack attempts and further escalations, and applies appropriate actions when necessary.

Case 1: Unusual login after a phishing email

A customer in the US received a suspicious email that seemed to be from the legitimate file storage service, Dropbox. However, Darktrace identified that the reply-to email address, hremployeepyaroll@mail[.]com, was masquerading as one associated with the customer’s Human Resources (HR) department.

Further inspection of this sender address revealed that the attacker had intentionally misspelled ‘payroll’ to trick recipients into believing it was legitimate

Furthermore, the subject of the email indicated that the attackers were attempting a social engineering attack by sharing a file related to pay raises and benefits to capture the recipients' attention and increase the likelihood of their targets engaging with the email and its attachment.

Figure 1: Subject of the phishing email.
Figure 1: Subject of the phishing email.

Unknowingly, the recipient, who believed the email to be a legitimate HR communication, acted on it, allowing malicious attackers to gain access to the account. Following this, the recipient’s account was observed logging in from a rare location using multi-factor authentication (MFA) while also being active from another more commonly observed location, indicating that the SaaS account had been compromised.

Darktrace’s Autonomous Response action triggered by an anomalous email received by an internal user, followed by a failed login attempt from a rare external source.
Figure 2: Darktrace’s Autonomous Response action triggered by an anomalous email received by an internal user, followed by a failed login attempt from a rare external source.

Darktrace subsequently observed the SaaS actor creating new inbox rules on the account. These rules were intended to mark as read and move any emails mentioning the file storage company, whether in the subject or body, to the ‘Conversation History’ folder. This was likely an attempt by the threat actor to hide any outgoing phishing emails or related correspondence from the legitimate account user, as the ‘Conversation History’ folder typically goes unread by most users.

Typically, Darktrace / EMAIL would have instantly placed the phishing email in the junk folder before they reached user’s inbox, while also locking the links identified in the suspicious email, preventing them from being accessed. Due to specific configurations within the customer’s deployment, this did not happen, and the email remained accessible to the user.

Case 2: Login using unusual credentials followed by password change

In the latter half of 2024, Darktrace detected an unusual use of credentials when a SaaS actor attempted to sign into a customer’s Microsoft 365 application from an unfamiliar IP address in the US. Darktrace recognized that since the customer was located within the Europe, Middle East, and Africa (EMEA) region, a login from the US was unexpected and suspicious. Around the same time, the legitimate account owner logged into the customer’s SaaS environment from another location – this time from a South African IP, which was commonly seen within the environment and used by other internal SaaS accounts.

Darktrace understood that this activity was highly suspicious and unlikely to be legitimate, given one of the IPs was known and expected, while the other had never been seen before in the environment, and the simultaneous logins from two distant locations were geographically impossible.

Model alert in Darktrace / IDENTITY: Detecting a login from a different source while the user is already active from another source.
Figure 3: Model alert in Darktrace / IDENTITY: Detecting a login from a different source while the user is already active from another source.

Darktrace detected several unusual login attempts, including a successful login from an uncommon US source. Subsequently, Darktrace / NETWORK identified the device associated with this user making external connections to rare endpoints, some of which were only two weeks old. As this customer had integrated Darktrace with Microsoft Defender, the Darktrace detection was enriched by Defender, adding the additional context that the user had likely been compromised in an Adversary-in-the-Middle (AiTM) phishing attack. AiTM phishing attacks occur when a malicious attacker intercepts communications between a user and a legitimate authentication service, potentially leading to account hijacking. These attacks are harder to identify as they can bypass security measures like MFA.

Following this, Darktrace observed the attacker using the now compromised credentials to access password management and change the account's password. Such behavior is common in account takeover incidents, as attackers seek to maintain persistence within the SaaS environment.

While Darktrace’s Autonomous Response was not fully configured on the customer’s SaaS environment, they were subscribed to the Managed Threat Detection service offered by Darktrace’s Security Operations Center (SOC). This 24/7 service ensures that Darktrace’s analysts monitor and investigate emerging suspicious activity, informing customers in real-time. As such, the customer received notification of the compromise and were able to quickly take action to prevent further escalation.

Case 3: Unusual logins, new email rules and outbound spam

Recently, Darktrace has observed a trend in SaaS compromises involving unusual logins, followed by the creation of new email rules, and then outbound spam or phishing campaigns being launched from these accounts.

In October, Darktrace identified a SaaS user receiving an email with the subject line "Re: COMPANY NAME Request for Documents" from an unknown sender using a freemail  account. As freemail addresses require very little personal information to create, threat actors can easily create multiple accounts for malicious purposes while retaining their anonymity.

Within the identified email, Darktrace found file storage links that were likely intended to divert recipients to fraudulent or malicious websites upon interaction. A few minutes after the email was received, the recipient was seen logging in from three different sources located in the US, UK, and the Philippines, all around a similar time. As the customer was based in the Philippines, a login from there was expected and not unusual. However, Darktrace understood that the logins from the UK and US were highly unusual, and no other SaaS accounts had connected from these locations within the same week.

After successfully logging in from the UK, the actor was observed updating a mailbox rule, renaming it to ‘.’ and changing its parameters to move any inbound emails to the deleted items folder and mark them as read.

Figure 4: The updated email rule intended to move any inbound emails to the deleted items folder.

Malicious actors often use ambiguous names like punctuation marks, repetitive letters, and unreadable words to name resources, disguising their rules to avoid detection by legitimate users or administrators. Similarly, attackers have been known to adjust existing rule parameters rather than creating new rules to keep their footprints untracked. In this case, the rule was updated to override an existing email rule and delete all incoming emails. This ensured that any inbound emails, including responses to potential phishing emails sent by the account, would be deleted, allowing the attacker to remain undetected.

Over the next two days, additional login attempts, both successful and failed, were observed from locations in the UK and the Philippines. Darktrace noted multiple logins from the Philippines where the legitimate user was attempting to access their account using a password that had recently expired or been changed, indicating that the attacker had altered the user’s original password as well.

Following this chain of events, over 500 emails titled “Reminder For Document Signed Agreement.10/28/2024” were sent from the SaaS actor’s account to external recipients, all belonging to a different organization within the Philippines.

These emails contained rare attachments with a ‘.htm’ extension, which included programming language that could initiate harmful processes on devices. While inherently not malicious, if used inappropriately, these files could perform unwanted actions such as code execution, malware downloads, redirects to malicious webpages, or phishing upon opening.

Outbound spam seen from the hijacked SaaS account containing a ‘.htm’ attachment.
Figure 5: Outbound spam seen from the hijacked SaaS account containing a ‘.htm’ attachment.

As this customer did not have Autonomous Response enabled for Darktrace / IDENTITY, the unusual activity went unattended, and the compromise was able to escalate to the point of a spam email campaign being launched from the account.

In a similar example on a customer network in EMEA, Darktrace detected unusual logins and the creation of new email rules from a foreign location through a SaaS account. However, in this instance, Autonomous Response was enabled and automatically disabled the compromised account, preventing further malicious activity and giving the customer valuable time to implement their own remediation measures.

Conclusion

Whether it is an unexpected login or an unusual sequence of events – such as a login followed by a phishing email being sent – unauthorized or unexpected activities can pose a significant risk to an organization’s SaaS environment. The threat becomes even greater when these activities escalate to account hijacking, with the compromised account potentially providing attackers access to sensitive corporate data. Organizations, therefore, must have robust SaaS security measures in place to prevent data theft, ensure compliance and maintain continuity and trust.

The Darktrace suite of products is well placed to detect and contain SaaS hijack attempts at multiple stages of an attack. Darktrace / EMAIL identifies initial phishing emails that attackers use to gain access to customer SaaS environments, while Darktrace / IDENTITY detects anomalous SaaS behavior on user accounts which could indicate they have been taken over by a malicious actor.

By identifying these threats in a timely manner and taking proactive mitigative measures, such as logging or disabling compromised accounts, Darktrace prevents escalation and ensures customers have sufficient time to response effectively.

Credit to Min Kim (Cyber Analyst) and Ryan Traill (Analyst Content Lead)

[related-resource]

Appendices

Darktrace Model Detections Case 1

SaaS / Compromise / SaaS Anomaly Following Anomalous Login

SaaS / Compromise / Unusual Login and New Email Rule

SaaS / Compliance / Anomalous New Email Rule

SaaS / Unusual Activity / Multiple Unusual SaaS Activities

SaaS / Access / Unusual External Source for SaaS Credential Us

SaaS / Compromise / Login From Rare Endpoint While User is Active

SaaS / Email Nexus / Unusual Login Location Following Link to File Storage

Antigena / SaaS / Antigena Email Rule Block (Autonomous Response)

Antigena / SaaS / Antigena Suspicious SaaS Activity Block (Autonomous Response)

Antigena / SaaS / Antigena Enhanced Monitoring from SaaS User Block (Autonomous Response)

List of Indicators of Compromise (IoCs)

176.105.224[.]132 – IP address – Unusual SaaS Activity Source

hremployeepyaroll@mail[.]com – Email address – Reply-to email address

MITRE ATT&CK Mapping

Cloud Accounts – DEFENSE EVASION, PERSISTENCE, PRIVILEGE ESCALATION, INITIAL ACCESS – T1078

Outlook Rules – PERSISTENCE – T1137

Cloud Service Dashboard – DISCOVERY – T1538

Compromise Accounts – RESOURCE DEVELOPMENT – T1586

Steal Web Session Cookie – CREDENTIAL ACCESS – T1539

Darktrace Model Detections Case 2

SaaS / Compromise / SaaS Anomaly Following Anomalous Login

SaaS / Compromise / Unusual Login and Account Update

Security Integration / High Severity Integration Detection

SaaS / Access / Unusual External Source for SaaS Credential Use

SaaS / Compromise / Login From Rare Endpoint While User Is Active

SaaS / Compromise / Login from Rare High Risk Endpoint

SaaS / Access / M365 High Risk Level Login

Antigena / SaaS / Antigena Suspicious SaaS Activity Block (Autonomous Response)

Antigena / SaaS / Antigena Enhanced Monitoring from SaaS user Block (Autonomous Response)

List of IoCs

74.207.252[.]129 – IP Address – Suspicious SaaS Activity Source

MITRE ATT&CK Mapping

Cloud Accounts – DEFENSE EVASION, PERSISTENCE, PRIVILEGE ESCALATION, INITIAL ACCESS – T1078

Cloud Service Dashboard – DISCOVERY – T1538

Compromise Accounts – RESOURCE DEVELOPMENT – T1586

Steal Web Session Cookie – CREDENTIAL ACCESS – T1539

Darktrace Model Detections Case 3

SaaS / Compromise / Unusual Login and Outbound Email Spam

SaaS / Compromise / New Email Rule and Unusual Email Activity

SaaS / Compromise / Unusual Login and New Email Rule

SaaS / Email Nexus / Unusual Login Location Following Sender Spoof

SaaS / Email Nexus / Unusual Login Location Following Link to File Storage

SaaS / Email Nexus / Possible Outbound Email Spam

SaaS / Unusual Activity / Multiple Unusual SaaS Activities

SaaS / Email Nexus / Suspicious Internal Exchange Activity

SaaS / Compliance / Anomalous New Email Rule

List of IoCs

95.142.116[.]1 – IP Address – Suspicious SaaS Activity Source

154.12.242[.]58 – IP Address – Unusual Source

MITRE ATT&CK Mapping

Cloud Accounts – DEFENSE EVASION, PERSISTENCE, PRIVILEGE ESCALATION, INITIAL ACCESS – T1078

Compromise Accounts – RESOURCE DEVELOPMENT – T1586

Email Accounts – RESOURCE DEVELOPMENT – T1585

Phishing – INITIAL ACCESS – T1566

Outlook Rules – PERSISTENCE – T1137

Internal Spear phishing – LATERAL MOVEMENT - T1534

Get the latest insights on emerging cyber threats

This report explores the latest trends shaping the cybersecurity landscape and what defenders need to know in 2025.

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
Min Kim
Cyber Security Analyst

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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.

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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