November 6, 2023

How PlugX Malware Has Evolved & Adapted

Discover how Darktrace effectively detected and thwarted the PlugX remote access trojan in 2023 despite its highly evasive and adaptive nature.

Written by

Nahisha Nobregas

SOC Analyst

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

Nahisha Nobregas

SOC Analyst

Nov 2023

What is PlugX Remote Access Trojan?

Understanding remote access trojans (RATs)

As malicious actors across the threat landscape continue to pursue more efficient and effective ways of compromising target networks, all while remaining undetected by security measures, it is unsurprising to see an increase in the use of remote access trojans (RATs) in recent years. RATs typically operate stealthily, evading security tools while offering threat actors remote control over infected devices, allowing attackers to execute a wide range of malicious activities like data theft or installing additional malware.

Definition and general functionality of RATs: A Remote Access Trojan (RAT) is a type of malware that enables unauthorized remote control of an infected computer. Once installed, RATs allow attackers to monitor user activities, steal sensitive information, manipulate files, and execute commands. RATs are typically distributed via phishing emails, malicious attachments, drive-by downloads, or exploiting software vulnerabilities. Due to their ability to provide comprehensive control over a compromised system, RATs pose a significant security threat to individuals and organizations.

Historical overview of PlugX

PlugX is one such example of a RAT that has attributed to Chinese threat actors such as Mustang Panda, since it first appeared in the wild back in 2008. It is known for its use in espionage, a modular and plug-in style approach to malware development. It has the ability to evolve with the latest tactics, techniques, and procedures (TTPs) that allow it to avoid the detection of traditional security tools as it implants itself target devices.

How does PlugX work?

The ultimate goal of any RAT is to remotely control affected devices with a wide range of capabilities, which in PlugX’s case has typically included rebooting systems, keylogging, managing critical system processes, and file upload/downloads. One technique PlugX heavily relies on is dynamic-link library (DLL) sideloading to infiltrate devices. This technique involves executing a malicious payload that is embedded within a benign executable found in a data link library (DLL) [1]. The embedded payload within the DLL is often encrypted or obfuscated to prevent detection.

What’s more, a new variant of PlugX was observed in the wild across Papua New Guinea, Ghana, Mongolia, Zimbabwe, and Nigeria in August 2022, that added several new capabilities to its toolbox.

Key capabilities of PlugX

The new variation is reported to continuously monitor affected environments for new USB devices to infect, allowing it to spread further through compromised networks [2]. It is then able to hide malicious files within a USB device by using a novel technique that prevents them from being viewed on Windows operating systems (OS). These hidden files can only be viewed on a Unix-like (.nix) OS, or by analyzing an affected USB devices with a forensic tool [2]. The new PlugX variant also has the ability to create a hidden directory, “RECYCLER.BIN”, containing a collection of stolen documents, likely in preparation for exfiltration via its command and control (C2) channels. [3]

Since December 2022, PlugX has been observed targeting networks in Europe through malware delivery via HTML smuggling campaigns, a technique that has been dubbed SmugX [4].

This evasive tactic allows threat actors to prepare and deploy malware via phishing campaigns by exploiting legitimate HTML5 and JavaScript features [5].

Darktrace Coverage of PlugX

Between January and March 2023, Darktrace observed activity relating to the PlugX RAT on multiple customers across the fleet. While PlugX’s TTPs may have bypassed traditional security tools, the anomaly-based detection capabilities of Darktrace allowed it to identify and alert the subtle deviations in the behavior of affected devices, while Darktrace was able to take immediate mitigative action against such anomalous activity and stop attackers in their tracks.

C2 Communication

Between January and March 2023, Darktrace detected multiple suspicious connections related to the PlugX RAT within customer environments. When a device has been infected, it will typically communicate through C2 infrastructure established for the PlugX RAT. In most cases observed by Darktrace, affected devices exhibited suspicious C2 connections to rare endpoints that were assessed with moderate to high confidence to be linked to PlugX.

On the network of one Darktrace customer the observed communication was a mix of successful and unsuccessful connections at a high volume to rare endpoints on ports such as 110, 443, 5938, and 80. These ports are commonly associated with POP3, HTTPS, TeamViewer RDP / DynGate, and HTTP, respectively. Figure 1 below showcases this pattern of activity.

Figure 1: Model Breach Event Log demonstrating various successful and unsuccessful connections to the PlugX C2 endpoint 103.56.53[.]46 via various destination ports.

On another customer’s network, Darktrace observed C2 communication involving multiple failed connection attempts to another rare external endpoint associated with PlugX. The device in this case was detected attempting connections to the endpoint, 45.142.166[.]112 on ports 110, 80, and 443 which caused the DETECT model ‘Anomalous Connection / Multiple Failed Connections to Rare Endpoint’ to breach. This model examines devices attempting connections to a rare external endpoint over a short period of time, and it breached in response to almost all PlugX C2 related activity detected by Darktrace. This highlights Darktrace DETECT’s unique ability to identify anomalous activity which appears benign or uncertain, rather than relying on traditional signature-based detections.

Figure 2: Device Event Log demonstrating various successful and unsuccessful connections to the PlugX C2 endpoint 45.142.166[.]112 via various destination on January 27, 2023.

New User Agent

Darktrace's Self-Learning AI approach to threat detection also allowed it to recognize connections to PlugX associated endpoints that utilized a new user agent. In almost all connections to PlugX endpoints detected by Darktrace, the same user agent, Mozilla/5.0 (Windows NT 10.0;Win64;x64)AppleWebKit/537.36, was observed, illustrating a clear pattern in PlugX-related activity

In one example from February 2023, an affected device successfully connected to an endpoint associated with PlugX, 45.142.166[.]112, while using the aforementioned new user agent, as depicted in Figure 3.

Figure 3: The Device Event log above showcases a successful connection to the PlugX associated IP address, 45.142.166[.]112 using the new user agent ‘Mozilla/5.0 (Windows NT 10.0;Win64;x64)AppleWebKit/537.36’.

On March 21, 2023, Darktrace observed similar activity on a separate customer’s network affected by connections to PlugX. This activity included connections to the same endpoint, 45.142.166[.]112. The connection was an HTTP POST request made via proxy with the same new user agent, ‘Mozilla/5.0 (Windows NT 10.0;Win64;x64)AppleWebKit/537.36’. When investigated further this user agent actually reveals very little about itself and appears to be missing a couple of common features that are typically contained in a user agent string, such as a web browser and its version or the mention of Safari before its build ID (‘537.36’).

Additionally, for this connection the URI observed consisted of a random string of 8 hexadecimal characters, namely ‘d819f07a’. This is a technique often used by malware to communicate with its C2 servers, while evading the detection of signature-based detection tools. Darktrace, however, recognized that this external connection to an endpoint with no hostname constituted anomalous behavior, and could have been indicative of a threat actor communicating with malicious infrastructure, thus the ‘Anomalous Connection / Possible Callback URI’ model was breached.

Figure 4: An affected device was detected using the new user agent, ‘Mozilla/5.0 (Windows NT 10.0;Win64;x64)AppleWebKit/537.36’ while connecting to the rare external endpoint 45.142.166[.]112 via proxy.

Numeric File Download

Darktrace’s detection of PlugX activity on another customer’s network, in February 2023, helped to demonstrate related patterns of activity within the C2 communication and tooling attack phases. Observed PlugX activity on this network followed the subsequent pattern; a connection to a PlugX endpoints is made, followed by a HTTP POST request to a numeric URI with a random string of 8 hexadecimal characters, as previously highlighted. Darktrace identified that this activity represented unusual ‘New Activity’ for this device, and thus treated it with suspicion.

Figure 5: New activity was identified by Darktrace in the Device Event Log shown above for connections to the endpoint 45.142.166[.]112 followed by HTTP POSTs to URIs “/8891431c” and “/ba12b866” on February 15, 2023.

The device in question continued to connect to the endpoint and make HTTP POST connections to various URIs relating to PlugX. Additionally, the user agent `Mozilla/5.0 (Windows NT 10.0;Win64;x64)AppleWebKit/537.36` was again detected for these connections. Figure 6 details the activity captured by Darktrace’s Cyber AI Analyst.

Figure 6: The image above showcases activity captured by Darktrace’s AI Analyst for PlugX connections made on February 15, 2023.

Darktrace detected that during these connections, the device in question attempted to download a suspicious file named only with numbers. The use of numeric file names is a technique often used by threat actors to obfuscate the download of malicious files or programs and bypass traditional security tools. Darktrace understood that the download of a numeric file, coupled with the use of an anomalous new user agent, mean the incident should be treated with suspicion. Fortunately, Darktrace RESPOND was enabled in autonomous response mode during this attack, meaning it was able to automatically block the device from downloading the file, or any other files, from the suspicious external location for a two-hour period, potentially preventing the download of PlugX’s malicious tooling.

Conclusion

Amid the continued evolution of PlugX from an espionage tool to a more widely available malware, it is essential that threat detection does not rely on a set of characteristics or indicators, but rather is focused on anomalies. Throughout these cases, Darktrace demonstrated the efficacy of its detection and alerting on emerging activity pertaining to a particularly stealthy and versatile RAT. Over the years, PlugX has continually looked to evolve and survive in the ever-changing threat landscape by adapting new capabilities and TTPs through which it can infect a system and spread to new devices without being noticed by security teams and their tools.

However, Darktrace’s Self-Learning AI allows it to gain a strong understanding of customer networks, learning what constitutes expected network behavior which in turn allows it to recognize the subtle deviations indicative of an ongoing compromise.

Darktrace’s ability to identify emerging threats through anomaly-based detection, rather than relying on established threat intelligence, uniquely positions it to detect and respond to highly adaptable and dynamic threats, like the PlugX malware, regardless of how it may evolve in the future.

Credit to: Nahisha Nobregas, SOC Analyst & Dylan Hinz, Cyber Analyst

Appendices

MITRE ATT&CK Framework

Execution

T1059.003 Command and Scripting Interpreter: Windows Command Shell

Persistence and Privilege Escalation

T1547.001 Boot or Logon AutoStart Execution: Registry Run Keys / Startup Folder
T1574.001 Hijack Execution Flow: DLL Search Order Hijacking
T1574.002 Hijack Execution Flow: DLL Side-Loading
T1543.003 Create or Modify System Process: Windows Service
T1140 Deobfuscate / Decode Files or Information
T1083 File and Directory Discovery

Defense Evasion

T1564.001 Hide Artifacts: Hidden Files and Directories
T1036.004 Masquerading: Task or Service
T1036.005 Masquerading: Match Legitimate Name or Location
T1027.006 Obfuscated Files or Information: HTML Smuggling

Credential Access

T1056.001 Input Capture: Keylogging

Collection

T1105 Ingress Tool Transfer

Command and Control

T1573.001 Encrypted Channel: Symmetric Cryptography
T1070.003 Mail Protocols
T1071.001 Web Protocol

DETECT Model Breaches

Anomalous Connection / Multiple Failed Connections to Rare Endpoint
Anomalous Connection / New User Agent to IP Without Hostname
Anomalous File / New User Agent Followed By Numeric File Download
Anomalous Connection / Possible Callback URL

Indicators of Compromise (IoCs)

IoC - Type - Description + Confidence

45.142.166[.]112 - IP - PlugX C2 Endpoint / moderate - high

103.56.53[.]46 - IP - PlugX C2 Endpoint / moderate - high

Mozilla/5.0 (Windows NT 10.0;Win64;x64)AppleWebKit/537.36 - User Agent - PlugX User Agent / moderate – high

/8891431c - URI - PlugX URI / moderate-high

/ba12b866 - URI - PlugX URI / moderate -high

References

1. https://www.crowdstrike.com/blog/dll-side-loading-how-to-combat-threat-actor-evasion-techniques/

2. https://unit42.paloaltonetworks.com/plugx-variants-in-usbs/

3. https://news.sophos.com/en-us/2023/03/09/border-hopping-plugx-usb-worm/

4. https://thehackernews.com/2023/07/chinese-hackers-use-html-smuggling-to.html

5. https://www.cyfirma.com/outofband/html-smuggling-a-stealthier-approach-to-deliver-malware/

Written by

Nahisha Nobregas

SOC Analyst

Inside the SOC

Written by

Nahisha Nobregas

SOC Analyst

Senior Product Marketing Manager, Email

Watch the NIS2 Webinar

Blog

Email

November 28, 2025

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

Why Black Friday Drives a Surge in Phishing Attacks

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

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

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

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

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

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

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

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

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

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

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

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

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

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

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

Brand Impersonation: Louis Vuitton

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

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

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

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

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

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

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Too good to be true?

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

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

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

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

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

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

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

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

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

Staying Protected During Seasonal Retail Scams

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

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

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

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Appendices

References

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

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

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

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

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

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

Indicators of Compromise (IoCs)

IoC – Type – Description + Confidence

petplatz[.]com – Hostname – Spam domain

bookaaatop[.]ru – Hostname – Malicious Domain

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

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

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

MITRE ATT&CK Mapping

Tactic – Technique – Sub-Technique

Initial Access - Phishing – (T1566)

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About the author

Ryan Traill

Analyst Content Lead

Blog

Email

November 28, 2025

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

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

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

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

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

First observation: Brand impersonation

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

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

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

Second observation: Fake marketing domains

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

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

Third observation: The impact of generative AI

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

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

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

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

Why phishing scams hurt consumers and brands

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

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

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

Tips to stay safe while Black Friday shopping online

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

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

Email security you can trust this holiday season

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

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

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

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

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A note on methodology

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

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

Tracking ran from October 1 to November 21.

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References

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

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

[related-resource]

About the author

Carlos Gray

Senior Product Marketing Manager, Email

Your data. Our AI.

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How PlugX Malware Has Evolved & Adapted

What is PlugX Remote Access Trojan?

Understanding remote access trojans (RATs)

How does PlugX work?

Key capabilities of PlugX

Darktrace Coverage of PlugX

C2 Communication

New User Agent

Numeric File Download

Conclusion

Appendices

MITRE ATT&CK Framework

Indicators of Compromise (IoCs)

References

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

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November 28, 2025

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

Why Black Friday Drives a Surge in Phishing Attacks

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

Brand Impersonation: Louis Vuitton

Too good to be true?

Staying Protected During Seasonal Retail Scams

Appendices

Blog

Email

November 28, 2025

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

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

First observation: Brand impersonation

Second observation: Fake marketing domains

Third observation: The impact of generative AI

Why phishing scams hurt consumers and brands

Tips to stay safe while Black Friday shopping online

Email security you can trust this holiday season

A note on methodology

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