McAfee’s Summer Shopping Study Reveals: It’s Prime Time for Smart Shopping

July 07, 2025 at 11:00 AM EDT

McAfee identifies 36,000 fake Amazon sites and a surge in delivery scam texts, warning Prime Day is prime time for scammers

McAfee Labs reveals more than 36,000 fake Amazon sites and over 75,000 delivery and Amazon impersonation scam texts leading up to Prime Day.
15% of Americans say they've been scammed during Prime Day or a similar shopping event. 84% of those victims lost money, with nearly 1 in 4 losing over $500 and 1 in 10 losing over $1,000.
56% are more concerned about AI-generated scams this year than they were last year.
46% of shoppers say they plan to spend more this Prime Day in hopes of saving money amid tariff-driven price hikes – particularly older people, 68% of whom say the same.

McAfee, a global leader in online protection, today released its 2025 Global Prime Day Scams Study, revealing concerns about how scammers are using AI-powered technology to deceive Prime Day shoppers. McAfee Labs has identified over 36,000 fake Amazon websites and 75,000 Amazon impersonation texts designed to exploit the buzz of this event and steal shoppers’ personal information and financial details.

This year, 81% of Americans say they plan to shop online during Prime Day, making it a major opportunity for both retailers and scammers. While 89% report taking steps to stay safe online, nearly two-thirds (65%) admit they’re not fully confident in their ability to spot a scam. That uncertainty is exactly what scammers are counting on and AI has made it even easier than ever to turbocharge shopping scams. Top scams this Prime Day include fake Amazon websites, deepfake videos of influencers who appear to sell or endorse products, and a surge in fake Amazon notification texts. These Amazon impersonation messages – ranging from delivery updates, to refunds, to tariff charges – are designed to create a sense of urgency that pressures people to click before they think.

“As inflation and tariffs push more people to hunt for deals, scammers are using generative AI to craft scams that are more polished, personal, and persuasive,” said Abhishek Karnik, Head of Threat Research at McAfee. “From retailer impersonations and hyper-realistic delivery text scams, these threats are getting harder to spot. The good news is that the tools to fight back are getting smarter too. The best way to stay safe is to pause before you click, trust your instincts, and use AI-powered protection like McAfee’s Scam Detector to stay one step ahead.”

Tariffs Drive Shopping – and Scams

With people concerned about the impact of tariffs on prices, nearly half of Americans (46%) say they plan to shop more during Prime Day to stretch their budgets, a trend even more pronounced among older adults. 68% of shoppers aged 65 and up cite tariffs as a key reason for seeking out Prime Day deals.

But this surge in deal-seeking can come at a cost. Scammers often target older consumers with offers that seem too good to pass up.

Scroll, Shop, Scam

While older adults tend to be more cautious, younger shoppers are far more likely to take risks on unfamiliar brands — especially on social media. Nearly a quarter of 18–34-year-olds say they’re willing to buy from unknown retailers if the deal looks good, with 22% of 18–24s and 21% of 25–34-year-olds ready to click.

That openness comes with a trade-off. Platforms like TikTok Shop and Instagram Shopping are fast becoming hotspots for scam exposure. Nearly 1 in 3 young shoppers say they’ve encountered deepfake influencer scams during past sale events, and of those, 71% say either they or someone they know lost money. With 29% of shoppers browsing TikTok Shop and 10% using Instagram Shopping, these social platforms are both a go-to for deals and a growing risk.

Scam Anxiety Meets Smart Protection

It’s not just what people buy — it’s how and when they’re shopping. Nearly 1 in 3 Americans admit they’ve clicked a suspicious link or made a purchase while multitasking or shopping late at night. And 37% say a scam, or the fear of one, has stopped them from checking out entirely.

But consumers aren’t powerless: nearly half (45%) say they’d consider using a scam detection tool to add peace of mind to their Prime Day experience, and nearly a quarter (24%) say they absolutely would.

How to Protect Yourself this Prime Day

Verify before you trust. Retailers are unlikely to call you about suspicious activity or unauthorized purchases. Always go directly to the source, such as the Amazon app, to check your account instead of trusting links in messages or unsolicited phone calls.
Protect your shopping experience. Turn on two-factor authentication for extra account protection, use strong, unique passwords, shop only on secure websites (look for “https://” and the padlock icon), monitor your bank and credit card statements for unusual charges, and go straight to the retailer’s site or app instead of clicking text or email links you’re not sure about.
Watch for red flags. If a message pressures you to act fast, demands payment through gift cards or wire transfers, asks for personal info, or insists you stay on the line or keep quiet—hit pause. These are classic scam signals. Taking a moment to think can be the difference between scoring a deal and walking into disaster.
Use AI-powered scam protection. Use trusted tools like McAfee’s Scam Detector, that spot and flag suspicious links and scams before they can do harm.
Trust your instincts. If something feels off, or too good to be true, it probably is.

Research Methodology

A McAfee survey, which focused on the topic of retail event scams and the impact of these scams on consumers, was conducted online in June 2025. 5,000+ adults in the US, UK, France, Germany, and India, age 18+, participated in the study.

About McAfee

McAfee Corp. is a global leader in online protection for consumers. Focused on protecting people in an always-online world, McAfee’s solutions adapt to user needs, empowering individuals and families with secure, intuitive tools. For more information, visit www.mcafee.com.