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March 19, 2024

Pikabot Malware: Insights, Impact, & Attack Analysis

Learn about Pikabot malware and its rapid evolution in the wild, impacting organizations and how to defend against this growing threat.
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
Brianna Leddy
Director of Analyst Operations
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19
Mar 2024

How does Loader Malware work?

Throughout 2023, the Darktrace Threat Research team identified and investigated multiple strains of loader malware affecting customers across its fleet. These malicious programs typically serve as a gateway for threat actors to gain initial access to an organization’s network, paving the way for subsequent attacks, including additional malware infections or disruptive ransomware attacks.

How to defend against loader malware

The prevalence of such initial access threats highlights the need for organizations to defend against multi-phase compromises, where modular malware swiftly progresses from one stage of an attack to the next. One notable example observed in 2023 was Pikabot, a versatile loader malware used for initial access and often accompanied by secondary compromises like Cobalt Strike and Black Basta ransomware.

While Darktrace initially investigated multiple instances of campaign-like activity associated with Pikabot during the summer of 2023, a new campaign emerged in October which was observed targeting a Darktrace customer in Europe. Thanks to the timely detection by Darktrace DETECT™ and the support of Darktrace’s Security Operations Center (SOC), the Pikabot compromise was quickly shut down before it could escalate into a more disruptive attack.

What is Pikabot?

Pikabot is one of the latest modular loader malware strains that has been active since the first half of 2023, with several evolutions in its methodology observed in the months since. Initial researchers noted similarities to the Qakbot aka Qbot or Pinkslipbot and Mantanbuchus malware families, and while Pikabot appears to be a new malware in early development, it shares multiple commonalities with Qakbot [1].

First, both Pikabot and Qakbot have similar distribution methods, can be used for multi-stage attacks, and are often accompanied by downloads of Cobalt Strike and other malware strains. The threat actor known as TA577, which has also been referred to as Water Curupira, has been seen to use both types of malware in spam campaigns which can lead to Black Basta ransomware attacks [2] [3].Notably, a rise in Pikabot campaigns were observed in September and October 2023, shortly after the takedown of Qakbot in Operation Duck Hunt, suggesting that Pikabot may be serving as a replacement for initial access to target network [4].

How does Pikabot malware work?

Many Pikabot infections start with a malicious email, particularly using email thread hijacking; however, other cases have been distributed via malspam and malvertising [5]. Once downloaded, Pikabot runs anti-analysis techniques and checks the system’s language, self-terminating if the language matches that of a Commonwealth of Independent States (CIS) country, such as Russian or Ukrainian. It will then gather key information to send to a command-and-control (C2) server, at which point additional payload downloads may be observed [2]. Early response to a Pikabot infection is important for organizations to prevent escalation to a significant compromise such as ransomware.

Darktrace’s Coverage of Pikabot malware

Between April and July 2023, the Darktrace Threat Research team investigated Pikabot infections affected more than 15 customer environments; these attacks primarily targeted US and European organizations spanning multiple industries, and most followed the below lifecycle:

  1. Initial access via malspam or email, often outside of Darktrace’s scope
  2. Suspicious executable download from a URI in the format /\/[a-z0-9A-Z]{3,}\/[a-z0-9A-Z]{5,}/ and using a Windows PowerShell user agent
  3. C2 connections to IP addresses on uncommon ports including 1194 and 2078
  4. Some cases involved further C2 activity to Cobalt Strike endpoints

In October 2023, a second campaign emerged that largely followed the same attack pattern, with a notable difference that cURL was used for the initial payload download as opposed to PowerShell. All the Pikabot cases that Darktrace has observed since October 2023 have used cURL, which could indicate a shift in approach from targeting Windows devices to multi-operating system environments.

Figure 1: Timeline of the Pikabot infection over a 2-hour period.

On October 17, 2023, Darktrace observed a Pikabot infection on the network of a European customer after an internal user seemingly clicked a malicious link in a phishing email, thereby compromising their device. As the customer did not have Darktrace/Email™ deployed on their network, Darktrace did not have visibility over the email. Despite this, DETECT was still able to provide full visibility over the network-based activity that ensued.

Darktrace observed the device using a cURL user agent when initiating the download of an unusual executable (.exe) file from an IP address that had never previously been observed on the network. Darktrace further recognized that the executable file was attempting to masquerade as a different file type, likely to evade the detection of security teams and their security tools. Within one minute, the device began to communicate with additional unusual IP addresses on uncommon ports (185.106.94[.]174:5000 and 80.85.140[.]152:5938), both of which have been noted by open-source intelligence (OSINT) vendors as Pikabot C2 servers [6] [7].

Figure 2: Darktrace model breach Event Log showing the initial file download, immediately followed by a connection attempt to a Pikabot C2 server.

Around 40 minutes after the initial download, Darktrace detected the device performing suspicious DNS tunneling using a pattern that resembled the Cobalt Strike Beacon. This was accompanied by beaconing activity to a rare domain, ‘wordstt182[.]com’, which was registered only 4 days prior to this activity [8]. Darktrace observed additional DNS connections to the endpoint, ‘building4business[.]net’, which had been linked to Black Basta ransomware [2].

Figure 3: The affected device making successful TXT DNS requests to known Black Basta endpoints.

As this customer had integrated Darktrace with the Microsoft Defender, Defender was able to contextualize the DETECT model breaches with endpoint insights, such as known threats and malware, providing customers with unparalleled visibility of the host-level detections surrounding network-level anomalies.

In this case, the behavior of the affected device triggered multiple Microsoft Defender alerts, including one alert which linked the activity to the threat actor Storm-0464, another name for TA577 and Water Curupira. These insights were presented to the customer in the form of a Security Integration alert, allowing them to build a full picture of the ongoing incident.

Figure 4: Security Integration alert from Microsoft Defender in Darktrace, linking the observed activity to the threat group Storm-0464.

As the customer had subscribed to Darktrace’s Proactive Threat Notification (PTN) service, the customer received timely alerts from Darktrace’s SOC notifying them of the suspicious activity associated with Pikabot. This allowed the customer’s security team to quickly identify the affected device and remove it from their environment for remediation.

Although the customer did have Darktrace RESPOND™ enabled on their network, it was configured in human confirmation mode, requiring manual application for any RESPOND actions. RESPOND had suggested numerous actions to interrupt and contain the attack, including blocking connections to the observed Pikabot C2 addresses, which were manually actioned by the customer’s security team after the fact. Had RESPOND been enabled in autonomous response mode during the attack, it would have autonomously blocked these C2 connections and prevented the download of any suspicious files, effectively halting the escalation of the attack.

Nonetheless, Darktrace DETECT’s prompt identification and alerting of this incident played a crucial role in enabling the customer to mitigate the threat of Pikabot, preventing it from progressing into a disruptive ransomware attack.

Figure 5: Darktrace RESPOND actions recommended from the initial file download and throughout the C2 traffic, ranging from blocking specific connections to IP addresses and ports to enforcing a normal pattern of life for the source device.

Conclusion

Pikabot is just one recent example of a modular strain of loader known for its adaptability and speed, seamlessly changing tactics from one campaign to the next and utilizing new infrastructure to initiate multi-stage attacks. Leveraging commonly used tools and services like Windows PowerShell and cURL, alongside anti-analysis techniques, this malware can evade the detection and often bypass traditional security tools.

In this incident, Darktrace detected a Pikabot infection in its early stages, identifying an anomalous file download using a cURL user agent, a new tactic for this particular strain of malware. This timely detection, coupled with the support of Darktrace’s SOC, empowered the customer to quickly identify the compromised device and act against it, thwarting threat actors attempting to connect to malicious Cobalt Strike and Black Basta servers. By preventing the escalation of the attack, including potential ransomware deployment, the customer’s environment remained safeguarded.

Had Darktrace RESPOND been enabled in autonomous response mode at the time of this attack, it would have been able to further support the customer by applying targeted mitigative actions to contain the threat of Pikabot at its onset, bolstering their defenses even more effectively.

Credit to Brianna Leddy, Director of Analysis, Signe Zaharka, Senior Cyber Security Analyst

Appendix

Darktrace DETECT Models

Anomalous Connection / Anomalous SSL without SNI to New External

Anomalous Connection / Application Protocol on Uncommon Port

Anomalous Connection / Multiple Connections to New External TCP Port

Anomalous Connection / New User Agent to IP Without Hostname

Anomalous Connection / Powershell to Rare External

Anomalous Connection / Rare External SSL Self-Signed

Anomalous Connection / Repeated Rare External SSL Self-Signed

Anomalous File / EXE from Rare External Location

Anomalous File / Masqueraded File Transfer

Anomalous File / Multiple EXE from Rare External Locations

Compromise / Agent Beacon to New Endpoint

Compromise / Beacon to Young Endpoint

Compromise / Beaconing Activity To External Rare

Compromise / DNS / DNS Tunnel with TXT Records

Compromise / New or Repeated to Unusual SSL Port

Compromise / SSL Beaconing to Rare Destination

Compromise / Suspicious Beaconing Behaviour

Compromise / Suspicious File and C2

Device / Initial Breach Chain Compromise

Device / Large Number of Model Breaches

Device / New PowerShell User Agent

Device / New User Agent

Device / New User Agent and New IP

Device / Suspicious Domain

Security Integration / C2 Activity and Integration Detection

Security Integration / Egress and Integration Detection

Security Integration / High Severity Integration Detection

Security Integration / High Severity Integration Incident

Security Integration / Low Severity Integration Detection

Security Integration / Low Severity Integration Incident

Antigena / Network / External Threat / Antigena File then New Outbound Block

Antigena / Network / External Threat / Antigena Suspicious Activity Block

Antigena / Network / External Threat / Antigena Suspicious File Block

Antigena / Network / Significant Anomaly / Antigena Breaches Over Time Block

Antigena / Network / Significant Anomaly / Antigena Controlled and Model Breach

Antigena / Network / Significant Anomaly / Antigena Enhanced Monitoring from Client Block

Antigena / Network / Significant Anomaly / Antigena Significant Anomaly from Client Block

Antigena / Network / Significant Anomaly / Antigena Significant Security Integration and Network Activity Block

List of Indicators of Compromise (IoC)

IOC - TYPE - DESCRIPTION + CONFIDENCE

128.140.102[.]132 - IP Address - Pikabot Download

185.106.94[.]174:5000 - IP Address: Port - Pikabot C2 Endpoint

80.85.140[.]152:5938 - IP Address: Port - Pikabot C2 Endpoint

building4business[.]net - Hostname - Cobalt Strike DNS Beacon

wordstt182[.]com - Hostname - Cobalt Strike Server

167.88.166[.]109 - IP Address - Cobalt Strike Server

192.9.135[.]73 - IP - Pikabot C2 Endpoint

192.121.17[.]68 - IP - Pikabot C2 Endpoint

185.87.148[.]132 - IP - Pikabot C2 Endpoint

129.153.22[.]231 - IP - Pikabot C2 Endpoint

129.153.135[.]83 - IP - Pikabot C2 Endpoint

154.80.229[.]76 - IP - Pikabot C2 Endpoint

192.121.17[.]14 - IP - Pikabot C2 Endpoint

162.252.172[.]253 - IP - Pikabot C2 Endpoint

103.124.105[.]147 - IP - Likely Pikabot Download

178.18.246[.]136 - IP - Pikabot C2 Endpoint

86.38.225[.]106 - IP - Pikabot C2 Endpoint

198.44.187[.]12 - IP - Pikabot C2 Endpoint

154.12.233[.]66 - IP - Pikabot C2 Endpoint

MITRE ATT&CK Mapping

TACTIC - TECHNIQUE

Defense Evasion - Masquerading: Masquerade File Type (T1036.008)

Command and Control - Application Layer Protocol: Web Protocols (T1071.001)

Command and Control - Non-Standard Port (T1571)

Command and Control - Application Layer Protocol: DNS (T1071.004)

Command and Control - Protocol Tunneling (T1572)

References

[1] https://news.sophos.com/en-us/2023/06/12/deep-dive-into-the-pikabot-cyber-threat/?&web_view=true  

[2] https://www.trendmicro.com/en_be/research/24/a/a-look-into-pikabot-spam-wave-campaign.html

[3] https://thehackernews.com/2024/01/alert-water-curupira-hackers-actively.html

[4] https://www.darkreading.com/cyberattacks-data-breaches/pikabot-malware-qakbot-replacement-black-basta-attacks

[5] https://www.redpacketsecurity.com/pikabot-distributed-via-malicious-ads-6/

[6] https://www.virustotal.com/gui/ip-address/185.106.94.174/detection

[7] https://www.virustotal.com/gui/ip-address/80.85.140.152/detection

[8] https://www.domainiq.com/domain?wordstt182.com

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
Brianna Leddy
Director of Analyst Operations

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November 27, 2025

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

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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)  

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About the author
Ryan Traill
Analyst Content Lead

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November 27, 2025

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

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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]

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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