Mumbai: As excitement builds for Prime Day 2025, McAfee, the global leader in online protection, has unveiled alarming insights from its latest Global Prime Day Scams Study. The research reveals that 71% of Indian consumers are concerned about AI-generated scams during Prime Day and other major retail events — reflecting a sharp rise in consumer anxiety in the digital shopping era.
According to McAfee Labs, over 36,000 fake Amazon websites and more than 75,000 Amazon impersonation scam texts were identified in the lead-up to Prime Day. These scams are increasingly powered by AI, making them more convincing and harder to detect.
“Indian shoppers, who embrace online deals and social platforms, are increasingly falling prey to scams driven by urgency and persuasion,” said Pratim Mukherjee, Senior Director of Engineering, McAfee. “Prime Day is a time of excitement for Indian shoppers, but it has also become a prime target for scammers using AI to create hyper-personalized, convincing attacks that push people to click before they think. While many shoppers are taking precautions, the rise of AI-powered scams makes it more important than ever to stay vigilant.”
High Risk, High Stakes
India’s vibrant online shopping culture, with 96% of Indians shopping online (especially for clothes and electronics), is a key reason scammers are targeting this market. McAfee’s findings show that 1 in 5 people who fell victim to a scam during Prime Day chose not to tell anyone due to embarrassment or psychological distress — highlighting the emotional as well as financial toll of such incidents.
Worryingly, 80% of scam victims reported losses exceeding INR 40,000, with scams ranging from deepfake influencer endorsements to fake delivery alerts and refund messages. 39% of Indians said they or someone they know had seen or received a deepfake scam during major sales events.
Younger shoppers are especially at risk: 17% of 18–24-year-olds and 13% of 25–34-year-olds reported being scammed during Prime Day or other big retail moments. In contrast, scam rates dropped to just 5% among adults 65+, who tend to be more cautious.
Scam Anxiety Impacting Shopping Behavior
The fear of falling victim is already reshaping consumer behavior:
- 33% of respondents said they abandoned purchases due to scam concerns.
- 27% plan to shop less during Prime Day 2025 for the same reason.
- 21% are worried about the safety of their personal and financial data.
Still, shoppers are not helpless. 49% say they’d consider using a scam detection tool, and 13% say they absolutely will, signaling demand for AI-powered protection like McAfee Scam Detector.
Tips to Stay Safe This Prime Day
To help consumers stay protected, McAfee recommends:
- Verify before you trust: Go directly to retailer apps or sites instead of clicking unknown links.
- Use strong security: Enable two-factor authentication and use secure, unique passwords.
- Watch for red flags: Be cautious of urgency, unusual payment requests, or personal info demands.
- Use AI tools: Protect yourself with smart tools that flag scams in real time.
- Trust your gut: If a deal feels too good to be true, it probably is.
Research Methodology:
McAfee’s Prime Day Scams Study was conducted online in June 2025, surveying over 5,000 adults aged 18+ across the US, UK, France, Germany, and India.
As India continues to embrace digital retail, McAfee’s report serves as a timely reminder that awareness, caution, and the right tools are key to shopping smart — and safe — this Prime Day.
