April 4, 2022

Explore Internet-Facing System Vulnerabilities

Read about 2021's top four incidents and how Darktrace's advanced threat detection technology identified and mitigated vulnerabilities. Learn more.

Written by

Sam Lister

Specialist Security Researcher

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

Sam Lister

Specialist Security Researcher

Apr 2022

By virtue of their exposure, Internet-facing systems (i.e., systems which have ports open/exposed to the wider Internet) are particularly susceptible to compromise. Attackers typically compromise Internet-facing systems by exploiting zero-day vulnerabilities in applications they run. During 2021, critical zero-day vulnerabilities in the following applications were publicly disclosed:

Microsoft Exchange
Confluence
GitLab
Log4j-using applications

Internet-facing systems running these applications were consequently heavily targeted by attackers. In this post, we will provide examples of compromises of these systems observed by Darktrace’s SOC team in 2021. As will become clear, successful exploitation of weaknesses in Internet-facing systems inevitably results in such systems doing things which they do not normally do. Rather than focusing on identifying attempts to exploit these weaknesses, Darktrace focuses on identifying the unusual behaviors which inevitably ensue. The purpose of this post is to highlight the effectiveness of this approach.

Exchange server compromise

In January, researchers from the cyber security company DEVCORE reported a series of critical vulnerabilities in Microsoft Exchange which they dubbed ‘ProxyLogon’.^[1] ProxyLogon consists of a server-side request forgery (SSRF) vulnerability (CVE-2021-26855) and a remote code execution (RCE) vulnerability (CVE-2021-27065). Attackers were observed exploiting these vulnerabilities in the wild from as early as January 6.^[2] In April, DEVCORE researchers reported another series of critical vulnerabilities in Microsoft Exchange which they dubbed ‘ProxyShell’.^[3] ProxyShell consists of a pre-authentication path confusion vulnerability (CVE-2021-34473), a privilege elevation vulnerability (CVE-2021-34523), and a post-authentication RCE vulnerability (CVE-2021-31207). Attackers were first observed exploiting these vulnerabilities in the wild in August.^[4] In many cases, attackers exploited the ProxyShell and ProxyLogon vulnerabilities in order to create web shells on the targeted Exchange servers. The presence of these web shells provided attackers with the means to remotely execute commands on the compromised servers.

In early August 2021, by exploiting the ProxyShell vulnerabilities, an attacker gained the rights to remotely execute PowerShell commands on an Internet-facing Exchange server within the network of a US-based transportation company. The attacker subsequently executed a number of PowerShell commands on the server. One of these commands caused the server to make a 28-minute-long SSL connection to a highly unusual external endpoint. Within a couple of hours, the attacker managed to strengthen their foothold within the network by installing AnyDesk and CobaltStrike on several internal devices. In mid-August, the attacker got the devices on which they had installed Cobalt Strike to conduct network reconnaissance and to transfer terabytes of data to the cloud storage service, MEGA. At the end of August, the attacker got the devices on which they had installed AnyDesk to execute Conti ransomware and to spread executable files and script files to further internal devices.

In this example, the attacker’s exploitation of ProxyShell immediately resulted in the Exchange Server making a long SSL connection to an unusual external endpoint. This connection caused the model Device / Long Agent Connection to New Endpoint to breach. The subsequent reconnaissance, lateral movement, C2, external data transfer, and encryption behavior brought about by the attacker were also picked up by Darktrace’s models.

A non-exhaustive list of the models that breached as a result of the behavior brought about by the attacker:

Device / Long Agent Connection to New Endpoint
Device / ICMP Address Scan
Anomalous Connection / SMB Enumeration
Anomalous Server Activity / Outgoing from Server
Compromise / Beacon to Young Endpoint
Anomalous Server Activity / Rare External from Server
Compromise / Fast Beaconing to DGA
Compromise / SSL or HTTP Beacon
Compromise / Sustained SSL or HTTP Increase
Compromise / Beacon for 4 Days
Anomalous Connection / Multiple HTTP POSTs to Rare Hostname
Unusual Activity / Enhanced Unusual External Data Transfer
Anomalous Connection / Data Sent to Rare Domain
Anomalous Connection / Uncommon 1 GiB Outbound
Compliance / SMB Drive Write
Anomalous File / Internal / Additional Extension Appended to SMB File
Anomalous Connection / Suspicious Read Write Ratio
Anomalous Connection / Suspicious Read Write Ratio and Unusual SMB
Anomalous Connection / Sustained MIME Type Conversion
Unusual Activity / Anomalous SMB Move & Write
Unusual Activity / Unusual Internal Data Volume as Client or Server
Device / Suspicious File Writes to Multiple Hidden SMB Shares
Compromise / Ransomware / Suspicious SMB Activity
Anomalous File / Internal / Unusual SMB Script Write
Anomalous File / Internal / Masqueraded Executable SMB Write
Device / SMB Lateral Movement
Device / Multiple Lateral Movement Model Breaches

Confluence server compromise

Atlassian’s Confluence is an application which provides the means for building collaborative, virtual workspaces. In the era of remote working, the value of such an application is undeniable. The public disclosure of a critical remote code execution (RCE) vulnerability (CVE-2021-26084) in Confluence in August 2021 thus provided a prime opportunity for attackers to cause havoc. The vulnerability, which arises from the use of Object-Graph Navigation Language (OGNL) in Confluence’s tag system, provides attackers with the means to remotely execute code on vulnerable Confluence server by sending a crafted HTTP request containing a malicious parameter.^[5] Attackers were first observed exploiting this vulnerability towards the end of August, and in the majority of cases, attackers exploited the vulnerability in order to install crypto-mining tools onto vulnerable servers.^[6]

At the beginning of September 2021, an attacker was observed exploiting CVE-2021-26084 in order to install the crypto-mining tool, XMRig, as well as a shell script, onto an Internet-facing Confluence server within the network of an EMEA-based television and broadcasting company. Within a couple of hours, the attacker installed files associated with the crypto-mining malware, Kinsing, onto the server. The Kinsing-infected server then immediately began to communicate over HTTP with the attacker’s C2 infrastructure. Around the time of this activity, the server was observed using the MinerGate crypto-mining protocol, indicating that the server had begun to mine cryptocurrency.

In this example, the attacker’s exploitation of CVE-2021-26084 immediately resulted in the Confluence server making an HTTP GET request with an unusual user-agent string (one associated with curl in this case) to a rare external IP. This behavior caused the models Device / New User Agent, Anomalous Connection / New User Agent to IP Without Hostname, and Anomalous File / Script from Rare Location to breach. The subsequent file downloads, C2 traffic and crypto-mining activity also resulted in several models breaching.

A non-exhaustive list of the models which breached as a result of the unusual behavior brought about by the attacker:

Device / New User Agent
Anomalous Connection / New User Agent to IP Without Hostname
Anomalous File / Script from Rare Location
Anomalous File / EXE from Rare External Location
Anomalous File / Internet Facing System File Download
Device / Initial Breach Chain Compromise
Anomalous Connection / Posting HTTP to IP Without Hostname
Compliance / Crypto Currency Mining Activity
Compromise / High Priority Crypto Currency Mining
Device / Internet Facing Device with High Priority Alert

GitLab server compromise

GitLab is an application providing services ranging from project planning to source code management. Back in April 2021, a critical RCE vulnerability (CVE-2021-22205) in GitLab was publicly reported by a cyber security researcher via the bug bounty platform, HackerOne.^[7] The vulnerability, which arises from GitLab’s use of ExifTool for removing metadata from image files, ^[8] enables attackers to remotely execute code on vulnerable GitLab servers by uploading specially crafted image files.^[9] Attackers were first observed exploiting CVE-2021-22205 in the wild in June/July.^[10] A surge in exploitations of the vulnerability was observed at the end of October, with attackers exploiting the flaw in order to assemble botnets.^[11] Darktrace observed a significant number of cases in which attackers exploited the vulnerability in order to install crypto-mining tools onto vulnerable GitLab servers.

On October 29, an attacker successfully exploited CVE-2021-22205 on an Internet-facing GitLab server within the network of a UK-based education provider. The organization was trialing Darktrace when this incident occurred. The attacker installed several executable files and shell scripts onto the server by exploiting the vulnerability. The attacker communicated with the compromised server (using unusual ports) for several days, before making the server transfer large volumes of data externally and download the crypto-mining tool, XMRig, as well as the botnet malware, Mirai. The server was consequently observed making connections to the crypto-mining pool, C3Pool.

In this example, the attacker’s exploitation of the vulnerability in GitLab immediately resulted in the server making an HTTP GET request with an unusual user-agent string (one associated with Wget in this case) to a rare external IP. The models Anomalous Connection / New User Agent to IP Without Hostname and Anomalous File / EXE from Rare External Location breached as a result of this behavior. The attacker’s subsequent activity on the server over the next few days resulted in frequent model breaches.

A non-exhaustive list of the models which breached as a result of the attacker’s activity on the server:

Anomalous Connection / New User Agent to IP Without Hostname
Anomalous File / EXE from Rare External Location
Anomalous File / Multiple EXE from Rare External Locations
Anomalous File / Internet Facing Device with High Priority Alert
Anomalous File / Script from Rare Location
Anomalous Connection / Application Protocol on Uncommon Port
Anomalous Connection / Anomalous SSL without SNI to New External
Device / Initial Breach Chain Compromise
Unusual Activity / Unusual External Data to New IPs
Anomalous Server Activity / Outgoing from Server
Device / Large Number of Model Breaches from Critical Network Device
Anomalous Connection / Data Sent to Rare Domain
Compromise / Suspicious File and C2
Unusual Activity / Enhanced Unusual External Data Transfer
Compliance / Crypto Currency Mining Activity
Compliance / High Priority Crypto Currency Mining
Anomalous File / Zip or Gzip from Rare External Location
Compromise / Monero Mining
Device / Internet Facing Device with High Priority Alert
Anomalous Server Activity / Rare External from Server
Compromise / Slow Beaconing Activity To External Rare
Compromise / Beaconing Activity To External Rare
Compromise / HTTP Beaconing to Rare Destination
Compromise / High Volume of Connections with Beacon Score
Anomalous File / Numeric Exe Download

Log4j server compromise

On December 9 2021, a critical RCE vulnerability (dubbed ‘Log4Shell’) in version 2 of Apache’s Log4j was publicly disclosed by researchers at LunaSec.^[12] As a logging library present in potentially millions of Java applications,^[13] Log4j constitutes an obscured, yet ubiquitous feature of the digital world. The vulnerability (CVE-2021-44228), which arises from Log4j’s Java Naming and Directory Interface (JNDI) Lookup feature, enables an attacker to make a vulnerable server download and execute a malicious Java class file. To exploit the vulnerability, all the attacker must do is submit a specially crafted JNDI lookup request to the server. The fact that Log4j is present in so many applications and that the exploitation of this vulnerability is so simple, Log4Shell has been dubbed the ‘most critical vulnerability of the last decade’.^[14] Attackers have been exploiting Log4Shell in the wild since at least December 1.^[15] Since then, attackers have been observed exploiting the vulnerability to install crypto-mining tools, Cobalt Strike, and RATs onto vulnerable servers.^[16]

On December 10, one day after the public disclosure of Log4Shell, an attacker successfully exploited the vulnerability on a vulnerable Internet-facing server within the network of a US-based architecture company. By exploiting the vulnerability, the attacker managed to get the server to download and execute a Java class file named ‘Exploit69ogQNSQYz.class’. Executing the code in this file caused the server to download a shell script file and a file related to the Kinsing crypto-mining malware. The Kinsing-infected server then went on to communicate over HTTP with a C2 server. Since the customer was using the Proactive Threat Notification (PTN) service, they were immediately alerted to this activity, and the server was subsequently quarantined, preventing crypto-mining activity from taking place.

In this example, the attacker’s exploitation of the zero-day vulnerability immediately resulted in the vulnerable server making an HTTP GET request with an unusual user-agent string (one associated with Java in this case) to a rare external IP. The models Anomalous Connection / Callback on Web Facing Device and Anomalous Connection / New User Agent to IP Without Hostname breached as a result of this behavior. The device’s subsequent file downloads and C2 activity caused several Darktrace models to breach.

A non-exhaustive list of the models which breached as a result of the unusual behavior brought about by the attacker:

Anomalous Connection / Callback on Web Facing Device
Anomalous Connection / New User Agent to IP Without Hostname
Anomalous File / Internet Facing System File Download
Anomalous File / Script from Rare External Location
Device / Initial Breach Chain Compromise
Anomalous Connection / Posting HTTP to IP Without Hostname

Round-up

It is inevitable that attackers will attempt to exploit zero-day vulnerabilities in applications running on Internet-facing devices. Whilst identifying these attempts is useful, the fact that attackers regularly exploit new zero-days makes the task of identifying attempts to exploit them akin to a game of whack-a-mole. Whilst it is uncertain which zero-day vulnerability attackers will exploit next, what is certain is that their exploitation of it will bring about unusual behavior. No matter the vulnerability, whether it be a vulnerability in Microsoft Exchange, Confluence, GitLab, or Log4j, Darktrace will identify the unusual behaviors which inevitably result from its exploitation. By identifying unusual behaviors displayed by Internet-facing devices, Darktrace thus makes it almost impossible for attackers to successfully exploit zero-day vulnerabilities without being detected.

For Darktrace customers who want to find out more about detecting potential compromises of internet-facing devices, refer here for an exclusive supplement to this blog.

Thanks to Andy Lawrence for his contributions.

Footnotes

1. https://devco.re/blog/2021/08/06/a-new-attack-surface-on-MS-exchange-part-1-ProxyLogon/

2. https://www.volexity.com/blog/2021/03/02/active-exploitation-of-microsoft-exchange-zero-day-vulnerabilities/

3. https://www.zerodayinitiative.com/blog/2021/8/17/from-pwn2own-2021-a-new-attack-surface-on-microsoft-exchange-proxyshell

4. https://www.rapid7.com/blog/post/2021/08/12/proxyshell-more-widespread-exploitation-of-microsoft-exchange-servers/

5. https://www.kaspersky.co.uk/blog/confluence-server-cve-2021-26084/23376/

6. https://www.bleepingcomputer.com/news/security/atlassian-confluence-flaw-actively-exploited-to-install-cryptominers/

7. https://hackerone.com/reports/1154542

8. https://security.humanativaspa.it/gitlab-ce-cve-2021-22205-in-the-wild/

9.https://about.gitlab.com/releases/2021/04/14/security-release-gitlab-13-10-3-released/

10. https://www.rapid7.com/blog/post/2021/11/01/gitlab-unauthenticated-remote-code-execution-cve-2021-22205-exploited-in-the-wild/

11. https://www.hackmageddon.com/2021/12/16/1-15-november-2021-cyber-attacks-timeline/

12. https://www.lunasec.io/docs/blog/log4j-zero-day/

13. https://www.csoonline.com/article/3644472/apache-log4j-vulnerability-actively-exploited-impacting-millions-of-java-based-apps.html

14. https://www.theguardian.com/technology/2021/dec/10/software-flaw-most-critical-vulnerability-log-4-shell

15. https://www.rapid7.com/blog/post/2021/12/15/the-everypersons-guide-to-log4shell-cve-2021-44228/

16. https://www.microsoft.com/security/blog/2021/12/11/guidance-for-preventing-detecting-and-hunting-for-cve-2021-44228-log4j-2-exploitation/

Written by

Sam Lister

Specialist Security Researcher

Inside the SOC

Written by

Sam Lister

Specialist Security Researcher

Senior Product Marketing Manager, Email

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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

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

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

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

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

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

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

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

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

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

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

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

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

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

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

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

Brand Impersonation: Louis Vuitton

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

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

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

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

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

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

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Too good to be true?

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

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

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

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

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

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

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

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

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

Staying Protected During Seasonal Retail Scams

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

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

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

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Appendices

References

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

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

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

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

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

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

Indicators of Compromise (IoCs)

IoC – Type – Description + Confidence

petplatz[.]com – Hostname – Spam domain

bookaaatop[.]ru – Hostname – Malicious Domain

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

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

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

MITRE ATT&CK Mapping

Tactic – Technique – Sub-Technique

Initial Access - Phishing – (T1566)

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About the author

Ryan Traill

Analyst Content Lead

Blog

Email

November 28, 2025

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

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

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

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

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

First observation: Brand impersonation

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

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

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

Second observation: Fake marketing domains

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

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

Third observation: The impact of generative AI

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

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

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

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

Why phishing scams hurt consumers and brands

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

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

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

Tips to stay safe while Black Friday shopping online

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

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

Email security you can trust this holiday season

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

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

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

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

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A note on methodology

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

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

Tracking ran from October 1 to November 21.

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References

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

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

[related-resource]

About the author

Carlos Gray

Senior Product Marketing Manager, Email

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Email

November 28, 2025

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

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

First observation: Brand impersonation

Second observation: Fake marketing domains

Third observation: The impact of generative AI

Why phishing scams hurt consumers and brands

Tips to stay safe while Black Friday shopping online

Email security you can trust this holiday season

A note on methodology

References