On November 24, 2025, Amazon.com, Inc. sent an urgent security alert to 310 million active users worldwide — a number larger than the population of most countries — warning that cybercriminals were launching an all-out assault on shoppers ahead of Black Friday 2025United States. The email, confirmed by Forbes and Newsweek, didn’t just say "be careful." It laid out exactly how fraudsters are hacking into accounts, stealing credit cards, and tricking even savvy shoppers into handing over login details. And it came just days before the biggest shopping day of the year.

How the Scams Work — And Why They’re So Effective

The tactics are chillingly familiar, but more polished than ever. According to The Economic Times and TechLoy, criminals are now using three main traps: fake delivery notifications that look like Amazon’s own system, social media ads offering 90% off iPhones or PS5s (they’re not real), and phone calls from someone claiming to be "Amazon Tech Support" asking for your password or payment info. But the twist? They’re not just using email anymore.

Browser notifications — the little pop-ups you get from websites you’ve visited — are now being weaponized. Attackers are hijacking these to mimic Amazon’s official alerts, complete with logos and fonts that fool even cautious users. One victim in Ohio told TechLoy she clicked a notification that said, "Your package is delayed — update delivery details," only to be led to a site that asked for her Amazon password. She lost $427 before realizing it was fake.

And here’s the kicker: these scams are getting smarter because they’re using the same tools that Netflix and PayPal once had to fight. The Matrix Push fraud platform, originally designed for streaming service phishing, is now being repurposed to target Amazon shoppers. Social media ad networks, especially on Instagram and TikTok, are amplifying these fake ads by millions, targeting users based on browsing history and past purchases. It’s not random spam — it’s personalized deception.

Amazon’s Response: More Than Just a Warning

This isn’t Amazon’s first rodeo. The company issued the exact same alert in 2024, after fraudsters pulled off $1.2 billion in unauthorized transactions during the holiday season. But this year, there’s new pressure. In October 2025, the Federal Trade Commission settled a case against major retailers — including Amazon — requiring them to deploy real-time scam alerts during peak fraud periods, under FTC Docket No. P205500. Amazon’s November 24 email was its first major compliance step.

The company didn’t just say "don’t click links." It gave clear, actionable steps: use only the official Amazon app or website for account changes; switch to passkeys (biometric logins via fingerprint or face ID); enable two-factor authentication; and never, ever give out payment details over the phone or via email. "If Amazon needs your password, we’ll ask you to log in — not send it to us," the alert read.

What’s interesting is how much this matters to Amazon’s bottom line. Fraud doesn’t just cost customers — it costs Amazon too. Unauthorized purchases lead to chargebacks. Fake ads steal traffic from legitimate sellers. And every scam call that comes in clogs customer service lines, delaying real help for people whose packages are genuinely lost. In 2023, Amazon made two-factor authentication mandatory for third-party sellers after $1.6 billion in global e-commerce fraud was reported by the Association of Certified Fraud Examiners.

Why This Matters to You — Even If You Don’t Shop on Amazon

Amazon’s 310 million active users represent nearly 4% of the world’s population. That’s not just a market — it’s a target. And when Amazon’s systems are compromised, it doesn’t just affect shoppers. It weakens trust in online retail as a whole. If you’ve ever gotten a suspicious text about an order you didn’t make, you’ve already felt the ripple.

Analysts from the Anti-Phishing Working Group predict a 37% year-over-year increase in Amazon-related phishing attempts during November 2025. That’s not a guess — it’s based on patterns from Q3 2025, where Amazon-related scams rose 29% compared to Q2. The trend is accelerating. And with Black Friday 2025United States kicking off on November 28 across 180 countries, the window to act is closing fast.

What Happens Next? The Clock Is Ticking

Amazon’s advisory says it all: "Stay alert so the checkout keeps moving." That’s not just marketing. It’s a plea. Every time someone falls for a scam, it slows down the entire system — for everyone.

What’s next? Expect more retailers to follow Amazon’s lead. The FTC’s October mandate won’t stop with Amazon. Walmart, Target, and Best Buy are likely to roll out similar alerts before Cyber Monday. Meanwhile, cybersecurity firms are already building AI tools to detect Matrix Push patterns in real time. But the first line of defense? Still you.

Here’s the hard truth: no system is perfect. But your habits can be. If you’re using a password you’ve reused since 2018? Change it. If you’ve never enabled two-factor authentication? Do it today. If you’ve ever clicked a link in a "delivery update" email? You’re not alone — but you’re also not immune.