Blog
/
Network
/
February 11, 2025

Defending Against Living-off-the-Land Attacks: Anomaly Detection in Action

Discover how Darktrace detected and responded to cyberattacks using Living-off-the-Land (LOTL) tactics to exploit trusted services and tools on customer networks.
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
Alexandra Sentenac
Cyber Analyst
Default blog imageDefault blog imageDefault blog imageDefault blog imageDefault blog imageDefault blog image
11
Feb 2025

What is living-off-the-land?

Threat actors employ a variety of techniques to compromise target networks, including exploiting unpatched vulnerabilities, abusing misconfigurations, deploying backdoors, and creating custom malware. However, these methods generate a lot of noise and are relatively easy for network and host-based monitoring tools to detect, especially once indicators of compromise (IoCs) and tactics, techniques, and procedures (TTPs) are published by the cybersecurity community.

Living-off-the-Land (LOTL) techniques, however, allow attacks to remain nearly invisible to Endpoint Detection and Response (EDR) tools – leveraging trusted protocols, applications and native systems to carry out malicious activity. While mitigations exist, they are often poorly implemented. The Cybersecurity and Infrastructure Security Agency (CISA) found that some organizations “lacked security baselines, allowing [Living-off-the-Land binaries (LOLBins)] to execute and leaving analysts unable to identify anomalous activity” and “organizations did not appropriately tune their detection tools to reduce alert noise, leading to an unmanageable level of alerts to sift through and action" [1].

Darktrace / NETWORK addresses this challenge across Information Technology (IT), Operational Technology (OT), and cloud environments by continuously analyzing network traffic and identifying deviations from normal behavior with its multi-layered AI – helping organizations detect and respond to LOTL attacks in real time.

Darktrace’s detection of LOTL attacks

This blog will review two separate attacks detected by Darktrace that leveraged LOTL techniques at several stages of the intrusion.

Case A

Reconnaissance

In September 2024, a malicious actor gained access to a customer network via their Virtual Private Network (VPN) from two desktop devices that had no prior connection history. Over two days, the attacker conducted multiple network scans, targeting ports associated with Remote Desktop Protocol (RDP) and NTLM authentication. Darktrace detected this unusual activity, triggering multiple alerts for scanning and enumeration activity.

Unusual NTLM authentication attempts using default accounts like “Guest” and “Administrator” were detected. Two days after the initial intrusion, suspicious DRSGetNCChanges requests were observed on multiple domain controllers (DCs), targeting the Directory Replication Service RPC interface (i.e., drsuapi) – a technique used to extract account hashes from DCs. This process can be automated using tools like Mimikatz's DcSync and DCShadow

Around the same time, attacker-controlled devices were seen presenting an admin credential and another credential potentially granting access to Cisco Firewall systems, suggesting successful privilege escalation. Due to the severity of this activity, Darktrace’s Autonomous Response was triggered to prevent the device from further deviation from its normal behavior. However, because Autonomous Response was configured in Human Confirmation mode, the response actions had to be manually applied by the customer.

Cyber AI Analyst Critical Incident showing the unusual DRSGetNCChanges requests following unusual scanning activity.
Figure 1: Cyber AI Analyst Critical Incident showing the unusual DRSGetNCChanges requests following unusual scanning activity.

Lateral movement

Darktrace also detected anomalous RDP connections to domain controllers, originating from an attacker-controlled device using admin and service credentials. The attacker then successfully pivoted to a likely RDP server, leveraging the RDP protocol – one of the most commonly used for lateral movement in network compromises observed by Darktrace.

Cyber Analyst Incident displaying unusual RDP lateral movement connections
Figure 2: Cyber Analyst Incident displaying unusual RDP lateral movement connections.

Tooling

Following an incoming RDP connection, one of the DCs made a successful GET request to the URI '/download/122.dll' on the 100% rare IP, 146.70.145[.]189. The request returned an executable file, which open-source intelligence (OSINT) suggests is likely a CobaltStrike C2 sever payload [2] [3]. Had Autonomous Response been enabled here, it would have blocked all outgoing traffic from the DC allowing the customer to investigate and remediate.

Additionally, Darktrace detected a suspicious CreateServiceW request to the Service Control (SVCCTL) RPC interface on a server. The request executed commands using ‘cmd.exe’ to perform the following actions

  1. Used ‘tasklist’ to filter processes named ”lsass.exe” (Local Security Authority Subsystem Service) to find its specific process ID.
  2. Used “rundll32.exe” to execute the MiniDump function from the “comsvcs.dll” library, creating a memory dump of the “lsass.exe” process.
  3. Saved the output to a PNG file in a temporary folder,

Notably, “cmd.exe” was referenced as “CMd.EXE” within the script, likely an attempt to evade detection by security tools monitoring for specific keywords and patterns.

Model Alert Log showing the unusual SVCCTL create request.
Figure 3: Model Alert Log showing the unusual SVCCTL create request.

Over the course of three days, this activity triggered around 125 Darktrace / NETWORK alerts across 11 internal devices. In addition, Cyber AI Analyst launched an autonomous investigation into the activity, analyzing and connecting 16 separate events spanning multiple stages of the cyber kill chain - from initial reconnaissance to payload retrieval and lateral movement.

Darktrace’s comprehensive detection enabled the customer’s security team to remediate the compromise before any further escalation was observed.

Case B

Between late 2023 and early 2024, Darktrace identified a widespread attack that combined insider and external threats, leveraging multiple LOTL tools for reconnaissance and lateral movement within a customer's network.

Reconnaissance

Initially, Darktrace detected the use of a new administrative credential by a device, which then made unusual RDP connections to multiple internal systems, including a 30-minute connection to a DC. Throughout the attack, multiple unusual RDP connections using the new administrative credential “%admin!!!” were observed, indicating that this protocol was leveraged for lateral movement.

The next day, a Microsoft Defender Security Integration alert was triggered on the device due to suspicious Windows Local Security Authority Subsystem Service (LSASS) credential dump behavior. Since the LSASS process memory can store operating system and domain admin credentials, obtaining this sensitive information can greatly facilitate lateral movement within a network using legitimate tools such as PsExec or Windows Management Instrumentation (WMI) [4]. Security integrations with other security vendors like this one can provide insights into host-based processes, which are typically outside of Darktrace’s coverage. Darktrace’s anomaly detection and network activity monitoring help prioritize the investigation of these alerts.

Three days later, the attacker was observed logging into the DC and querying tickets for the Lightweight Directory Access Protocol (LDAP) service using the default credential “Administrator.” This activity, considered new by Darktrace, triggered an Autonomous Response action that blocked further connections on Kerberos port 88 to the DC. LDAP provides a central location to access and manage data about computers, servers, users, groups, and policies within a network. LDAP enumeration can provide valuable Active Directory (AD) object information to an attacker, which can be used to identify critical attack paths or accounts with high privileges.

Lateral movement

Following the incoming RDP connection, the DC began scanning activities, including RDP and Server Block Message (SMB) services, suggesting the attacker was using remote access for additional reconnaissance. Outgoing RDP connection attempts to over 100 internal devices were observed, with around 5% being successful, highlighting the importance of this protocol for the threat actor’s lateral movement.

Around the same time, the DC made WMI, PsExec, and service control connections to two other DCs, indicating further lateral movement using native administrative protocols and tools. These functions can be leveraged by attackers to query system information, run malicious code, and maintain persistent access to compromised devices while avoiding traditional security tool alarms. In this case, requested services included the IWbemServices (used to access WMI services) and IWbemFetchSmartEnum (used to retrieve a network-optimized enumerator interface) interfaces, with ExecQuery operations detected for the former. This method returns an enumerable collection of IWbemClassObject interface objects based on a query.

Additionally, unusual Windows Remote Management (WinRM) connections to another domain controller were observed. WinRM is a Microsoft protocol that allows systems to exchange and access management information over HTTP(S) across a network, such as running executables or modifying the registry and services.

Cyber AI Analyst Incident showing unusual WMI activity between the two DCs.
Figure 4: Cyber AI Analyst Incident showing unusual WMI activity between the two DCs.

The DC was also detected writing the file “PSEXESVC.exe” to the “ADMIN$” share of another internal device over the SMB file transfer network protocol. This activity was flagged as highly unusual by Darktrace, as these two devices had not previously engaged in this type of SMB connectivity.

It is rare for an attacker to immediately find the information or systems they are after, making it likely they will need to move around the network before achieving their objectives. Tools such as PsExec enable attackers to do this while largely remaining under the radar. With PsExec, attackers who gain access to a single system can connect to and execute commands remotely on other internal systems, access sensitive information, and spread their attack further into the environment.

Model Alert Event Log showing the new write of the file “PSEXESVC.exe” by one of the compromised devices over an SMB connection initiated at an unusual time.
Figure 5. Model Alert Event Log showing the new write of the file “PSEXESVC.exe” by one of the compromised devices over an SMB connection initiated at an unusual time.

Darktrace further observed the DC connecting to the SVCCTL endpoint on a remote device and performing the CreateServiceW operation, which was flagged as highly unusual based on previous behavior patterns between the two devices. Additionally, new ChangeServiceConfigW operations were observed from another device.

Aside from IWbemServices requests seen on multiple devices, Darktrace also detected multiple internal devices connecting to the ITaskSchedulerService interface over DCE-RPC and performing new SchRpcRegisterTask operations, which register a task on the destination system. Attackers can exploit the task scheduler to facilitate the initial or recurring execution of malicious code by a trusted system process, often with elevated permissions. The creation of these tasks was considered new or highly unusual and triggered several anomalous ITaskScheduler activity alerts.

Conclusion

As pointed out by CISA, threat actors frequently exploit the lack of implemented controls on their target networks, as demonstrated in the incidents discussed here. In the first case, VPN access was granted to all domain users, providing the attacker with a point of entry. In the second case, there were no restrictions on the use of RDP within the targeted network segment, allowing the attackers to pivot from device to device.

Darktrace assists security teams in monitoring for unusual use of LOTL tools and protocols that can be leveraged by threat actors to achieve a wide range of objectives. Darktrace’s Self-Learning AI sifts through the network traffic noise generated by these trusted tools, which are essential to administrators and developers in their daily tasks, and highlights any anomalous and potentially unexpected use.

Credit to Alexandra Sentenac (Senior Cyber Analyst) and Ryan Traill (Analyst Content Lead)

References

[1] https://www.cisa.gov/sites/default/files/2024-02/Joint-Guidance-Identifying-and-Mitigating-LOTL_V3508c.pdf

[2] https://www.virustotal.com/gui/ip-address/146.70.145.189/community

[3] https://www.virustotal.com/gui/file/cc9a670b549d84084618267fdeea13f196e43ae5df0d88e2e18bf5aa91b97318

[4]https://www.microsoft.com/en-us/security/blog/2022/10/05/detecting-and-preventing-lsass-credential-dumping-attacks

MITRE Mapping

INITIAL ACCESS - External Remote Services

DISCOVERY - Remote System Discovery

DISCOVERY - Network Service Discovery

DISCOVERY - File and Directory Discovery

CREDENTIAL ACCESS – OS Credential Dumping: LSASS Memory

LATERAL MOVEMENT - Remote Services: Remote Desktop Protocol

LATERAL MOVEMENT - Remote Services: SMB/Windows Admin Shares

EXECUTION - System Services: Service Execution

PERSISTENCE - Scheduled Task

COMMAND AND CONTROL - Ingress Tool Transfer

Darktrace Model Detections

Case A

Device / Suspicious Network Scan Activity

Device / Network Scan

Device / ICMP Address Scan

Device / Reverse DNS Sweep

Device / Suspicious SMB Scanning Activity

Device / Possible SMB/NTLM Reconnaissance

Anomalous Connection / Unusual Admin SMB Session

Device / SMB Session Brute Force (Admin)

Device / Possible SMB/NTLM Brute Force

Device / SMB Lateral Movement

Device / Anomalous NTLM Brute Force

Anomalous Connection / SMB Enumeration

Device / SMB Session Brute Force (Non-Admin)

Device / Anomalous SMB Followed By Multiple Model Breaches

Anomalous Connection / Possible Share Enumeration Activity

Device / RDP Scan

Device / Anomalous RDP Followed By Multiple Model Breaches

Anomalous Connection / Unusual Admin RDP Session

Anomalous Connection / Active Remote Desktop Tunnel

Anomalous Connection / Anomalous DRSGetNCChanges Operation

Anomalous Connection / High Priority DRSGetNCChanges

Compliance / Default Credential Usage

User / New Admin Credentials on Client

User / New Admin Credentials on Server

Device / Large Number of Model Breaches from Critical Network Device

User / New Admin Credential Ticket Request

Compromise / Unusual SVCCTL Activity

Anomalous Connection / New or Uncommon Service Control

Anomalous File / Script from Rare External Location

Anomalous Server Activity / Anomalous External Activity from Critical Network Device

Anomalous File / EXE from Rare External Location

Anomalous File / Numeric File Download

Device / Initial Breach Chain Compromise

Device / Multiple Lateral Movement Model Breaches

Device / Large Number of Model Breaches

Compromise / Multiple Kill Chain Indicators

Case B

User / New Admin Credentials on Client

Compliance / Default Credential Usage

Anomalous Connection / SMB Enumeration

Device / Suspicious SMB Scanning Activity

Device / RDP Scan

Device / New or Uncommon WMI Activity

Device / Anomaly Indicators / New or Uncommon WMI Activity Indicator

Device / New or Unusual Remote Command Execution

Anomalous Connection / New or Uncommon Service Control

Anomalous Connection / Active Remote Desktop Tunnel

Compliance / SMB Drive Write

Anomalous Connection / Anomalous DRSGetNCChanges Operation

Device / Multiple Lateral Movement Model Breaches

Device / Anomalous ITaskScheduler Activity

Anomalous Connection / Unusual Admin RDP Session

Device / Large Number of Model Breaches from Critical Network Device

Compliance / Default Credential Usage

IOC - Type - Description/Probability

146.70.145[.]189 - IP Address - Likely C2 Infrastructure

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
Alexandra Sentenac
Cyber Analyst

More in this series

No items found.

Blog

/

Email

/

November 28, 2025

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

Default blog imageDefault blog image

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)  

Continue reading
About the author
Ryan Traill
Analyst Content Lead

Blog

/

Email

/

November 28, 2025

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

Default blog imageDefault blog image

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.

[related-resource]

Continue reading
About the author
Carlos Gray
Senior Product Marketing Manager, Email
Your data. Our AI.
Elevate your network security with Darktrace AI