As Indians gear up for Prime Day 2025, a new report by McAfee highlights growing consumer concern over AI-driven scams. According to McAfee’s 2025 Global Prime Day Scams Study, 71% of Indian shoppers are worried about falling prey to AI-generated frauds during major retail events, with cybercriminals using increasingly sophisticated methods to exploit online buyers.
McAfee Labs uncovered over 36,000 fake Amazon websites and 75,000 Amazon impersonation scam texts in the lead-up to Prime Day. These scams include deepfake influencer videos, fake order confirmations, delivery updates, and refund messages — all crafted to create urgency and trick consumers into revealing personal or financial data.
India’s digital shopping boom continues, with 96% of Indians shopping online, particularly for clothes and electronics. However, this growth comes with risks. The study reveals that 80% of scam victims lost over ₹40,000, and 1 in 5 never disclosed their experience due to embarrassment and psychological stress.
Key Highlights:
- 39% of Indians say they or someone they know has encountered deepfake or fake celebrity endorsement scams.
- 81% report receiving suspicious messages — such as “limited-time deals” (48%), fake delivery alerts (31%), and bogus discount codes (28%).
- 33% of shoppers say scam fears have stopped them from completing a purchase.
- Younger consumers (aged 18–34) are most vulnerable, especially via social media ads and unfamiliar retailer promotions.
- 49% of shoppers would consider using scam detection tools for added peace of mind.
Pratim Mukherjee, Senior Director of Engineering at McAfee, warned, “Prime Day brings excitement, but also risk. Scammers are leveraging AI to create hyper-personalized, convincing traps. Staying vigilant is no longer optional — it’s essential.”
The report also sheds light on behavioral patterns. While 7% shop online almost daily, 21% do so a few times per week. Younger shoppers are more likely to take risks with unfamiliar brands and offers, making them prime targets. In contrast, older adults (65+) show more caution, with scam rates dropping to just 5% among them.
Beyond financial loss, scam exposure is impacting consumer confidence and well-being. 93% say they encounter ads from unfamiliar retailers during big sales, and 27% plan to reduce shopping this Prime Day due to scam concerns. Additionally, 21% worry about the safety of their financial and personal information.
The study concludes that while online shopping is here to stay, so are the threats — and consumers must pair enthusiasm with caution. The growing interest in scam detection tools and safer shopping practices indicates a rising awareness, but also a need for stronger digital protections in the age of AI-powered fraud.