August 22, 2022

Emotet Resurgence: Cross-Industry Analysis

Technical insights on the Emotet resurgence in 2022 across various client environments, industries, and regions.

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

Eugene Chua

Cyber Security Analyst

Aug 2022

Introduction

Last year provided further evidence that the cyber threat landscape remains both complex and challenging to predict. Between uncertain attribution, novel exploits and rapid malware developments, it is becoming harder to know where to focus security efforts. One of the largest surprises of 2021 was the re-emergence of the infamous Emotet botnet. This is an example of a campaign that ignored industry verticals or regions and seemingly targeted companies indiscriminately. Only 10 months after the Emotet takedown by law enforcement agencies in January, new Emotet activities in November were discovered by security researchers. These continued into the first quarter of 2022, a period which this blog will explore through findings from the Darktrace Threat Intel Unit.

Dating back to 2019, Emotet was known to deliver Trickbot payloads which ultimately deployed Ryuk ransomware strains on compromised devices. This interconnectivity highlighted the hydra-like nature of threat groups wherein eliminating one (even with full-scale law enforcement intervention) would not rule them out as a threat nor indicate that the threat landscape would be any more secure.

When Emotet resurged, as expected, one of the initial infection vectors involved leveraging existing Trickbot infrastructure. However, unlike the original attacks, it featured a brand new phishing campaign.

Figure 1: Distribution of observed Emotet activities across Darktrace deployments

Although similar to the original Emotet infections, the new wave of infections has been classified into two categories: Epochs 4 and 5. These had several key differences compared to Epochs 1 to 3. Within Darktrace’s global deployments, Emotet compromises associated to Epoch 4 appeared to be the most prevalent. Affected customer environments were seen within a large range of countries (Figure 1) and industry verticals such as manufacturing and supply chain, hospitality and travel, public administration, technology and telecoms and healthcare. Company demographics and size did not appear to be a targeting factor as affected customers had varying employee counts ranging from less than 250, to over 5000.

Key differences between Epochs 1-3 vs 4-5

Based on wider security research into the innerworkings of the Emotet exploits, several key differences were identified between Epochs 4/5 and its predecessors. The newer epochs used:

· A different Microsoft document format (OLE vs XML-based).

· A different encryption algorithm for communication. The new epochs used Elliptic Curve Cryptograph (ECC) [1] with public encryption keys contained in the C2 configuration file [2]. This was different from the previous Rivest-Shamir-Adleman (RSA) key encryption method.

· Control Flow Flattening was used as an obfuscation technique to make detection and reverse engineering more difficult. This is done by hiding a program’s control flow [3].

· New C2 infrastructure was observed as C2 communications were directed to over 230 unique IPs all associated to the new Epochs 4 and 5.

In addition to the new Epoch 4 and 5 features, Darktrace detected unsurprising similarities in those deployments affected by the renewed campaign. This included self-signed SSL connections to Emotet’s new infrastructure as well as malware spam activities to multiple rare external endpoints. Preceding these outbound communications, devices across multiple deployments were detected downloading Emotet-associated payloads (algorithmically generated DLL files).

Emotet Resurgence Campaign

Figure 2: Darktrace’s Detection Timeline for Emotet Epoch 4 and 5 compromises

1. Initial Compromise

The initial point of entry for the resurgence activity was almost certainly via Trickbot infrastructure or a successful phishing attack (Figure 2). Following the initial intrusion, the malware strain begins to download payloads via macro-ladened files which are used to spawn PowerShell for subsequent malware downloads.

Following the downloads, malicious communication with Emotet’s C2 infrastructure was observed alongside activities from the spam module. Within Darktrace, key techniques were observed and documented below.

2. Establish Foothold: Binary Dynamic-link library (.dll) with algorithmically generated filenames

Emotet payloads are polymorphic and contain algorithmically generated filenames . Within deployments, HTTP GET requests involving a suspicious hostname, www[.]arkpp[.]com, and Emotet related samples such as those seen below were observed:

· hpixQfCoJb0fS1.dll (SHA256 hash: 859a41b911688b00e104e9c474fc7aaf7b1f2d6e885e8d7fbf11347bc2e21eaa)

· M0uZ6kd8hnzVUt2BNbRzRFjRoz08WFYfPj2.dll (SHA256 hash: 9fbd590cf65cbfb2b842d46d82e886e3acb5bfecfdb82afc22a5f95bda7dd804)

· TpipJHHy7P.dll (SHA256 hash: 40060259d583b8cf83336bc50cc7a7d9e0a4de22b9a04e62ddc6ca5dedd6754b)

These DLL files likely represent the distribution of Emotet loaders which depends on windows processes such as rundll32[.]exe and regsvr32[.]exe to execute.

3. Establish Foothold: Outbound SSL connections to Emotet C2 servers

A clear network indicator of compromise for Emotet’s C2 communication involved self-signed SSL using certificate issuers and subjects which matched ‘CN=example[.]com,OU=IT Department,O=Global Security,L=London,ST=London,C=GB’ , and a common JA3 client fingerprint (72a589da586844d7f0818ce684948eea). The primary C2 communications were seen involving infrastructures classified as Epoch 4 rather than 5. Despite encryption in the communication content, network contextual connection details were sufficient for the detection of the C2 activities (Figure 3).

Figure 3: UI Model Breach logs on download and outbound SSL activities.

Outbound SSL and SMTP connections on TCP ports 25, 465, 587

An anomalous user agent such as, ‘Microsoft Outlook 15.0’, was observed being used for SMTP connections with some subject lines of the outbound emails containing Base64-encoded strings. In addition, this JA3 client fingerprint (37cdab6ff1bd1c195bacb776c5213bf2) was commonly seen from the SSL connections. Based on the set of malware spam hostnames observed across at least 10 deployments, the majority of the TLDs were .jp, .com, .net, .mx, with the Japanese TLD being the most common (Figure 4).

Figure 4: Malware Spam TLDs observed in outbound SSL and SMTP

Plaintext spam content generated from the spam module were seen in PCAPs (Figure 5). Examples of clear phishing or spam indicators included 1) mismatched personal header and email headers, 2) unusual reply chain and recipient references in the subject line, and 3) suspicious compressed file attachments, e.g. Electronic form[.]zip.

Figure 5: Example of PCAP associated to SPAM Module

4. Accomplish Mission

The Emotet resurgence also showed through secondary compromises involving anomalous SMB drive writes related to CobaltStrike. This consistently included the following JA3 hash (72a589da586844d7f0818ce684948eea) seen in SSL activities as well as SMB writes involving the svchost.exe file.

Darktrace Detection

The key DETECT models used to identify Emotet Resurgence activities were focused on determining possible C2. These included:

· Suspicious SSL Activity

· Suspicious Self-Signed SSL

· Rare External SSL Self-Signed

· Possible Outbound Spam

File-focused models were also beneficial and included:

· Zip or Gzip from Rare External Location

· EXE from Rare External Location

Darktrace’s detection capabilities can also be shown through a sample of case studies identified during the Threat Research team’s investigations.

Case Studies

Darktrace’s detection of Emotet activities was not limited by industry verticals or company sizing. Although there were many similar features seen across the new epoch, each incident displayed varying techniques from the campaign. This is shown in two client environments below:

When investigating a large customer environment within the public administration sector, 16 different devices were detected making 52,536 SSL connections with the example[.]com issuer. Devices associated with this issuer were mainly seen breaching the same Self-Signed and Spam DETECT models. Although anomalous incoming octet-streams were observed prior to this SSL, there was no clear relation between the downloads and the Emotet C2 connections. Despite the total affected devices occupying only a small portion of the total network, Darktrace analysts were able to filter against the much larger network ‘noise’ and locate detailed evidence of compromise to notify the customer.

Darktrace also identified new Emotet activities in much smaller customer environments. Looking at a company in the healthcare and pharmaceutical sector, from mid-March 2022 a single internal device was detected making an HTTP GET request to the host arkpp[.]com involving the algorithmically-generated DLL, TpipJHHy7P.dll with the SHA256 hash: 40060259d583b8cf83336bc50cc7a7d9e0a4de22b9a04e62ddc6ca5dedd6754b (Figure 6).

Figure 6: A screenshot from VirusTotal, showing that the SHA256 hash has been flagged as malicious by other security vendors.

After the sample was downloaded, the device contacted a large number of endpoints that had never been contacted by devices on the network. The endpoints were contacted over ports 443, 8080, and 7080 involving Emotet related IOCs and the same SSL certificate mentioned previously. Malware spam activities were also observed during a similar timeframe.

The Emotet case studies above demonstrate how autonomous detection of an anomalous sequence of activities - without depending on conventional rules and signatures - can reveal significant threat activities. Though possible staged payloads were only seen in a proportion of the affected environments, the following outbound C2 and malware spam activities involving many endpoints and ports were sufficient for the detection of Emotet.

If present, in both instances Darktrace’s Autonomous Response technology, RESPOND, would recommend or implement surgical actions to precisely target activities associated with the staged payload downloads, outgoing C2 communications, and malware spam activities. Additionally, restriction to the devices’ normal pattern of life will prevent simultaneously occurring malicious activities while enabling the continuity of normal business operations.

Conclusion

· The technical differences between past and present Emotet strains emphasizes the versatility of malicious threat actors and the need for a security solution that is not reliant on signatures.

· Darktrace’s visibility and unique behavioral detection continues to provide visibility to network activities related to the novel Emotet strain without reliance on rules and signatures. Key examples include the C2 connections to new Emotet infrastructure.

· Looking ahead, detection of C2 establishment using suspicious DLLs will prevent further propagation of the Emotet strains across networks.

· Darktrace’s AI detection and response will outpace conventional post compromise research involving the analysis of Emotet strains through static and dynamic code analysis, followed by the implementation of rules and signatures.

Thanks to Paul Jennings and Hanah Darley for their contributions to this blog.

Appendices

Model breaches

· Anomalous Connection / Anomalous SSL without SNI to New External

· Anomalous Connection / Application Protocol on Uncommon Port

· Anomalous Connection / Multiple Connections to New External TCP Port

· Anomalous Connection / Multiple Failed Connections to Rare Endpoint

· Anomalous Connection / Multiple HTTP POSTs to Rare Hostname

· Anomalous Connection / Possible Outbound Spam

· Anomalous Connection / Rare External SSL Self-Signed

· Anomalous Connection / Repeated Rare External SSL Self-Signed

· Anomalous Connection / Suspicious Expired SSL

· Anomalous Connection / Suspicious Self-Signed SSL

· Anomalous File / Anomalous Octet Stream (No User Agent)

· Anomalous File / Zip or Gzip from Rare External Location

· Anomalous File / EXE from Rare External Location

· Compromise / Agent Beacon to New Endpoint

· Compromise / Beacon to Young Endpoint

· Compromise / Beaconing Activity To External Rare

· Compromise / New or Repeated to Unusual SSL Port

· Compromise / Repeating Connections Over 4 Days

· Compromise / Slow Beaconing Activity To External Rare

· Compromise / SSL Beaconing to Rare Destination

· Compromise / Suspicious Beaconing Behaviour

· Compromise / Suspicious Spam Activity

· Compromise / Suspicious SSL Activity

· Compromise / Sustained SSL or HTTP Increase

· Device / Initial Breach Chain Compromise

· Device / Large Number of Connections to New Endpoints

· Device / Long Agent Connection to New Endpoint

· Device / New User Agent

· Device / New User Agent and New IP

· Device / SMB Session Bruteforce

· Device / Suspicious Domain

· Device / Suspicious SMB Scanning Activity

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For Darktrace customers who want to know more about using Darktrace to triage Emotet, refer here for an exclusive supplement to this blog.

References

[1] https://blog.lumen.com/emotet-redux/

[2] https://blogs.vmware.com/security/2022/03/emotet-c2-configuration-extraction-and-analysis.html

[3] https://news.sophos.com/en-us/2022/05/04/attacking-emotets-control-flow-flattening/

Written by

Eugene Chua

Cyber Security Analyst

Inside the SOC

Written by

Eugene Chua

Cyber Security Analyst

Senior Product Marketing Manager, Email

Watch the NIS2 Webinar

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Email

November 27, 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 27, 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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Emotet Resurgence: Cross-Industry Analysis

Introduction

Key differences between Epochs 1-3 vs 4-5

Emotet Resurgence Campaign

Darktrace Detection

Case Studies

Conclusion

Appendices

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 27, 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 27, 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