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October 26, 2022

Strategies to Prolong Quantum Ransomware Attacks

Learn more about how Darktrace combats Quantum Ransomware changing strategy for cyberattacks. Explore the power of AI-driven network cyber security!
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
Nicole Wong
Cyber Security Analyst
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26
Oct 2022

Within science and engineering, the word ‘quantum’ may spark associations with speed and capability, referencing a superior computer that can perform tasks a classical computer cannot. In cyber security, some may recognize ‘quantum’ in relation to cryptography or, more recently, as the name of a new ransomware group, which achieved network-wide encryption a mere four hours after an initial infection.   

Although this group now has a reputation for carrying out fast and efficient attacks, speed is not their only tactic. In August 2022, Darktrace detected a Quantum Ransomware incident where attackers remained in the victim’s network for almost a month after the initial signs of infection, before detonating ransomware. This was a stark difference to previously reported attacks, demonstrating that as motives change, so do threat actors’ strategies. 

The Quantum Group

Quantum was first identified in August 2021 as the latest of several rebrands of MountLocker ransomware [1]. As part of this rebrand, the extension ‘.quantum’ is appended to filenames that are encrypted and the associated ransom notes are named ‘README_TO_DECRYPT.html’ [2].  

From April 2022, media coverage of this group has increased following a DFIR report detailing an attack that progressed from initial access to domain-wide ransomware within four hours [3]. To put this into perspective, the global median dwell time for ransomware in 2020 and 2021 is 5 days [4]. In the case of Quantum, threat actors gained direct keyboard access to devices merely 2 hours after initial infection. The ransomware was staged on the domain controller around an hour and a half later, and executed 12 minutes after that.   

Quantum’s behaviour bears similarities to other groups, possibly due to their history and recruitment. Several members of the disbanded Conti ransomware group are reported to have joined the Quantum and BumbleBee operations. Security researchers have also identified similarities in the payloads and C2 infrastructure used by these groups [5 & 6].  Notably, these are the IcedID initial payload and Cobalt Strike C2 beacon used in this attack. Darktrace has also observed and prevented IcedID and Cobalt Strike activity from BumbleBee across several customer environments.

The Attack

From 11th July 2022, a device suspected to be patient zero made repeated DNS queries for external hosts that appear to be associated with IcedID C2 traffic [7 & 8]. In several reported cases [9 & 10], this banking trojan is delivered through a phishing email containing a malicious attachment that loads an IcedID DLL. As Darktrace was not deployed in the prospect’s email environment, there was no visibility of the initial access vector, however an example of a phishing campaign containing this payload is presented below. It is also possible that the device was already infected prior to joining the network. 

Figure 1- An example phishing email used to distribute IcedID. If configured, Darktrace/Email would be able to detect that the email was sent from an anomalous sender, was part of a fake reply chain, and had a suspicious attachment containing compressed content of unusual mime type [11].    

 

Figure 2- The DNS queries to endpoints associated with IcedID C2 servers, taken from the infected device’s event log.  Additional DNS queries made to other IcedID C2 servers are in the list of IOCs in the appendices.  The repeated DNS queries are indicative of beaconing.


It was not until 22nd July that activity was seen which indicated the attack had progressed to the next stage of the kill chain. This contrasts the previously seen attacks where the progression to Cobalt Strike C2 beaconing and reconnaissance and lateral movement occurred within 2 hours of the initial infection [12 & 13]. In this case, patient zero initiated numerous unusual connections to other internal devices using a compromised account, connections that were indicative of reconnaissance using built-in Windows utilities:

·      DNS queries for hostnames in the network

·      SMB writes to IPC$ shares of those hostnames queried, binding to the srvsvc named pipe to enumerate things such as SMB shares and services on a device, client access permissions on network shares and users logged in to a remote session

·      DCE-RPC connections to the endpoint mapper service, which enables identification of the ports assigned to a particular RPC service

These connections were initiated using an existing credential on the device and just like the dwelling time, differed from previously reported Quantum group attacks where discovery actions were spawned and performed automatically by the IcedID process [14]. Figure 3 depicts how Darktrace detected that this activity deviated from the device’s normal behaviour.  

Figure 3- This figure displays the spike in active internal connections initiated by patient zero. The coloured dots represent the Darktrace models that were breached, detecting this unusual reconnaissance and lateral movement activity.

Four days later, on the 26th of July, patient zero performed SMB writes of DLL and MSI executables to the C$ shares of internal devices including domain controllers, using a privileged credential not previously seen on the patient zero device. The deviation from normal behaviour that this represents is also displayed in Figure 3. Throughout this activity, patient zero made DNS queries for the external Cobalt Strike C2 server shown in Figure 4. Cobalt Strike has often been seen as a secondary payload delivered via IcedID, due to IcedID’s ability to evade detection and deploy large scale campaigns [15]. It is likely that reconnaissance and lateral movement was performed under instructions received by the Cobalt Strike C2 server.   

Figure 4- This figure is taken from Darktrace’s Advanced Search interface, showing a DNS query for a Cobalt Strike C2 server occurring during SMB writes of .dll files and DCE-RPC requests to the epmapper service, demonstrating reconnaissance and lateral movement.


The SMB writes to domain controllers and usage of a new account suggests that by this stage, the attacker had achieved domain dominance. The attacker also appeared to have had hands-on access to the network via a console; the repetition of the paths ‘programdata\v1.dll’ and ‘ProgramData\v1.dll’, in lower and title case respectively, suggests they were entered manually.  

These DLL files likely contained a copy of the malware that injects into legitimate processes such as winlogon, to perform commands that call out to C2 servers [16]. Shortly after the file transfers, the affected domain controllers were also seen beaconing to external endpoints (‘sezijiru[.]com’ and ‘gedabuyisi[.]com’) that OSINT tools have associated with these DLL files [17 & 18]. Moreover, these SSL connections were made using a default client fingerprint for Cobalt Strike [19], which is consistent with the initial delivery method. To illustrate the beaconing nature of these connections, Figure 5 displays the 4.3 million daily SSL connections to one of the C2 servers during the attack. The 100,000 most recent connections were initiated by 11 unique source IP addresses alone.

Figure 5- The Advanced Search interface, querying for external SSL connections from devices in the network to an external host that appears to be a Cobalt Strike C2 server. 4.3 million connections were made over 8 days, even after the ransomware was eventually detonated on 2022-08-03.


Shortly after the writes, the attack progressed to the penultimate stage. The next day, on the 27th of July, the attackers moved to achieve their first objective: data exfiltration. Data exfiltration is not always performed by the Quantum ransomware gang. Researchers have noted discrepancies between claims of data theft made in their ransom notes versus the lack of data seen leaving the network, although this may have been missed due to covert exfiltration via a Cobalt Strike beacon [20]. 

In contrast, this attack displayed several gigabytes of data leaving internal devices including servers that had previously beaconed to Cobalt Strike C2 servers. This data was transferred overtly via FTP, however the attacker still attempted to conceal the activity using ephemeral ports (FTP in EPSV mode). FTP is an effective method for attackers to exfiltrate large files as it is easy to use, organizations often neglect to monitor outbound usage, and it can be shipped through ports that will not be blocked by traditional firewalls [21].   

Figure 6 displays an example of the FTP data transfer to attacker-controlled infrastructure, in which the destination share appears structured to identify the organization that the data was stolen from, suggesting there may be other victim organizations’ data stored. This suggests that data exfiltration was an intended outcome of this attack. 

Figure 6- This figure is from Darktrace’s Advanced Search interface, displaying some of the data transferred from an internal device to the attacker’s FTP server.

 
Data was continuously exfiltrated until a week later when the final stage of the attack was achieved and Quantum ransomware was detonated. Darktrace detected the following unusual SMB activity initiated from the attacker-created account that is a hallmark for ransomware (see Figure 7 for example log):

·      Symmetric SMB Read to Write ratio, indicative of active encryption

·      Sustained MIME type conversion of files, with the extension ‘.quantum’ appended to filenames

·      SMB writes of a ransom note ‘README_TO_DECRYPT.html’ (see Figure 8 for an example note)

Figure 7- The Model Breach Event Log for a device that had files encrypted by Quantum ransomware, showing the reads and writes of files with ‘.quantum’ appended to encrypted files, and an HTML ransom note left where the files were encrypted.

 

Figure 8- An example of the ransom note left by the Quantum gang, this one is taken from open-sources [22].


The example in Figure 8 mentions that the attacker also possessed large volumes of victim data.  It is likely that the gigabytes of data exfiltrated over FTP were leveraged as blackmail to further extort the victim organization for payment.  

Darktrace Coverage

 

Figure 9- Timeline of Quantum ransomware incident


If Darktrace/Email was deployed in the prospect’s environment, the initial payload (if delivered through a phishing email) could have been detected and held from the recipient’s inbox. Although DETECT identified anomalous network behaviour at each stage of the attack, since the incident occurred during a trial phase where Darktrace could only detect but not respond, the attack was able to progress through the kill chain. If RESPOND/Network had been configured in the targeted environment, the unusual connections observed during the initial access, C2, reconnaissance and lateral movement stages of the attack could have been blocked. This would have prevented the attackers from delivering the later stage payloads and eventual ransomware into the target network.

It is often thought that a properly implemented backup strategy is sufficient defense against ransomware [23], however as discussed in a previous Darktrace blog, the increasing frequency of double extortion attacks in a world where ‘data is the new oil’ demonstrates that backups alone are not a mitigation for the risk of a ransomware attack [24]. Equally, the lack of preventive defenses in the target’s environment enabled the attacker’s riskier decision to dwell in the network for longer and allowed them to optimize their potential reward. 

Recent crackdowns from law enforcement on ransomware groups have shifted these groups’ approaches to aim for a balance between low risk and significant financial rewards [25]. However, given the Quantum gang only have a 5% market share in Q2 2022, compared to the 13.2% held by LockBit and 16.9% held by BlackCat [26], a riskier strategy may be favourable, as a longer dwell time and double extortion outcome offers a ‘belt and braces’ approach to maximizing the rewards from carrying out this attack. Alternatively, the gaps in-between the attack stages may imply that more than one player was involved in this attack, although this group has not been reported to operate a franchise model before [27]. Whether assisted by others or driving for a risk approach, it is clear that Quantum (like other actors) are continuing to adapt to ensure their financial success. They will continue to be successful until organizations dedicate themselves to ensuring that the proper data protection and network security measures are in place. 

Conclusion 

Ransomware has evolved over time and groups have merged and rebranded. However, this incident of Quantum ransomware demonstrates that regardless of the capability to execute a full attack within hours, prolonging an attack to optimize potential reward by leveraging double extortion tactics is sometimes still the preferred action. The pattern of network activity mirrors the techniques used in other Quantum attacks, however this incident lacked the continuous progression of the group’s attacks reported recently and may represent a change of motives during the process. Knowing that attacker motives can change reinforces the need for organizations to invest in preventative controls- an organization may already be too far down the line if it is executing its backup contingency plans. Darktrace DETECT/Network had visibility over both the early network-based indicators of compromise and the escalation to the later stages of this attack. Had Darktrace also been allowed to respond, this case of Quantum ransomware would also have had a very short dwell time, but a far better outcome for the victim.

Thanks to Steve Robinson for his contributions to this blog.

Appendices

References

[1] https://community.ibm.com/community/user/security/blogs/tristan-reed/2022/07/13/ibm-security-reaqta-vs-quantum-locker-ransomware

 

[2] https://www.bleepingcomputer.com/news/security/quantum-ransomware-seen-deployed-in-rapid-network-attacks/

 

[3], [12], [14], [16], [20] https://thedfirreport.com/2022/04/25/quantum-ransomware/

 

[4] https://www.mandiant.com/sites/default/files/2022-04/M-Trends%202022%20Executive%20Summary.pdf

 

[5] https://cyware.com/news/over-650-healthcare-organizations-affected-by-the-quantum-ransomware-attack-d0e776bb/

 

[6] https://www.kroll.com/en/insights/publications/cyber/bumblebee-loader-linked-conti-used-in-quantum-locker-attacks

 

[7] https://github.com/pan-unit42/tweets/blob/master/2022-06-28-IOCs-for-TA578-IcedID-Cobalt-Strike-and-DarkVNC.txt 

 

[8] https://github.com/stamparm/maltrail/blob/master/trails/static/malware/icedid.txt

 

[9], [15] https://www.cynet.com/blog/shelob-moonlight-spinning-a-larger-web-from-icedid-to-conti-a-trojan-and-ransomware-collaboration/

 

[10] https://www.microsoft.com/security/blog/2021/04/09/investigating-a-unique-form-of-email-delivery-for-icedid-malware/

 

[11] https://twitter.com/0xToxin/status/1564289244084011014

 

[13], [27] https://cybernews.com/security/quantum-ransomware-gang-fast-and-furious/

 

[17] https://www.virustotal.com/gui/domain/gedabuyisi.com/relations

 

[18] https://www.virustotal.com/gui/domain/sezijiru.com/relations.

 

[19] https://github.com/ByteSecLabs/ja3-ja3s-combo/blob/master/master-list.txt 

 

[21] https://www.darkreading.com/perimeter/ftp-hacking-on-the-rise

 

[22] https://www.pcrisk.com/removal-guides/23352-quantum-ransomware

 

[23] https://www.cohesity.com/resource-assets/tip-sheet/5-ways-ransomware-renders-backup-useless-tip-sheet-en.pdf

 

[24] https://www.forbes.com/sites/nishatalagala/2022/03/02/data-as-the-new-oil-is-not-enough-four-principles-for-avoiding-data-fires/ 

 

[25] https://www.bleepingcomputer.com/news/security/access-to-hacked-corporate-networks-still-strong-but-sales-fall/

 

[26] https://www.bleepingcomputer.com/news/security/ransom-payments-fall-as-fewer-victims-choose-to-pay-hackers/ 

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
Nicole Wong
Cyber Security Analyst

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November 27, 2025

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

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Why Black Friday Drives a Surge in Phishing Attacks

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

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

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

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

Darktrace’s Black Friday Detections

Brand Impersonation: Deal Watchdogs’ Amazon Deals

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

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

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

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

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

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

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

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

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

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

Brand Impersonation: Louis Vuitton

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

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

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

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

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

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

Too good to be true?

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

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

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

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

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

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

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

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

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

Staying Protected During Seasonal Retail Scams

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

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

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

Appendices

References

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

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

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

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

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

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

Indicators of Compromise (IoCs)

IoC – Type – Description + Confidence

petplatz[.]com – Hostname – Spam domain

bookaaatop[.]ru – Hostname – Malicious Domain

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

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

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

MITRE ATT&CK Mapping  

Tactic – Technique – Sub-Technique  

Initial Access - Phishing – (T1566)  

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Ryan Traill
Analyst Content Lead

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November 27, 2025

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

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

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

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

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

First observation: Brand impersonation

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

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

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

Second observation: Fake marketing domains

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

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

Third observation: The impact of generative AI

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

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

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

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

Why phishing scams hurt consumers and brands

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

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

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

Tips to stay safe while Black Friday shopping online

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

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

Email security you can trust this holiday season

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

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

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

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

A note on methodology

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

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

Tracking ran from October 1 to November 21.

References

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

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

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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