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March 22, 2024

What are Botnets and How Darktrace Uncovers Them

Learn how Darktrace detected and implemented defense protocols against Socks5Systemz botnet before any threat to intelligence had been published.
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
Adam Potter
Senior Cyber Analyst
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22
Mar 2024

What are botnets?

Although not a recent addition to the threat landscape, botnets persist as a significant concern for organizations, with many threat actors utilizing them for political, strategic, or financial gain. Botnets pose a particularly persistent threat to security teams; even if one compromised device is detected, attackers will likely have infected multiple devices and can continue to operate. Moreover, threat actors are able to easily replace the malware communication channels between infected devices and their command-and-control (C2) servers, making it incredibly difficult to remove the infection.

Botnet example: Socks5Systemz

One example of a botnet recently investigated by the Darktrace Threat Research team is Socks5Systemz. Socks5Systemz is a proxy-for-rent botnet, whereby actors can rent blocks of infected devices to perform proxying services.  Between August and November 2023, Darktrace detected indicators of Socks5Systemz botnet compromise within a cross-industry section of the customer base. Although open-source intelligence (OSINT) research of the botnet only appeared in November 2023, the anomaly-based approach of Darktrace DETECT™ allowed it to identify multiple stages of the network-based activity on affected customer systems well before traditional rules and signatures would have been implemented.

Darktrace’s Cyber AI Analyst™ complemented DETECT’s successful identification of Socks5Systemz activity on customer networks, playing a pivotal role in piecing together the seemingly separate events that comprised the wider compromise. This allowed Darktrace to build a clearer picture of the attack, empowering its customers with full visibility over emerging incidents.

In the customer environments highlighted in this blog, Darktrace RESPOND™ was not configured to operate autonomously. As a result, Socks5Systemz attacks were able to advance through their kill chains until customer security teams acted upon Darktrace’s detections and began their remediation procedures.

What is Socks5Systemz?

The Socks5Systemz botnet is a proxy service where individuals can use infected devices as proxy servers.

These devices act as ‘middlemen’, forwarding connections from malicious actors on to their intended destination. As this additional connectivity conceals the true origin of the connections, threat actors often use botnets to increase their anonymity. Although unauthorized proxy servers on a corporate network may not appear at first glance to be a priority for organizations and their security teams, complicity in proxy botnets could result in reputational damage and significant financial losses.

Since it was first observed in the wild in 2016, the Socks5Systemz botnet has grown steadily, seemingly unnoticed by cyber security professionals, and has infected a reported 10,000 devices worldwide [1]. Cyber security researchers noted a high concentration of compromised devices in India, with lower concentrations of devices infected in the United States, Latin America, Australia and multiple European and African countries [2]. Renting sections of the Socks5Systemz botnet costs between 1 USD and 4,000 USD, with options to increase the threading and time-range of the rentals [2]. Due to the lack of affected devices in Russia, some threat researchers have concluded that the botnet’s operators are likely Russian [2].

Darktrace’s Coverage of Socks5Systemz

The Darktrace Threat Research team conducted investigations into campaign-like activity across the customer base between August and November 2023, where multiple indicators of compromise (IoCs) relating to the Socks5Systemz proxy botnet were observed. Darktrace identified several stages of the attack chain described in static malware analysis by external researchers. Darktrace was also able to uncover additional IoCs and stages of the Socks5Systemz attack chain that had not featured in external threat research.

Delivery and Execution

Prior research on Socks5Systemz notes how the malware is typically delivered via user input, with delivery methods including phishing emails, exploit kits, malicious ads, and trojanized executables downloaded from peer-to-peer (P2P) networks [1].

Threat actors have also used separate malware loaders such as PrivateLoader and Amadey deliver the Socks5Systemz payload. These loaders will drop executable files that are responsible for setting up persistence and injecting the proxy bot into the infected device’s memory [2]. Although evidence of initial payload delivery did not appear during its investigations, Darktrace did discover IoCs relating to PrivateLoader and Amadey on multiple customer networks. Such activity included HTTP POST requests using PHP to rare external IPs and HTTP connections with a referrer header field, indicative of a redirected connection.

However, additional adjacent activity that may suggest initial user execution and was observed during Darktrace’s investigations. For example, an infected device on one deployment made a HTTP GET request to a rare external domain with a “.fun” top-level domain (TLD) for a PDF file. The URI also appears to have contained a client ID. While this download and HTTP request likely corresponded to the gathering and transmission of further telemetry data and infection verification [2], the downloaded PDF file may have represented a malicious payload.

Advanced Search log details highlighting a device infected by Socks5Systemz downloading a suspicious PDF file.
Figure 1: Advanced Search log details highlighting a device infected by Socks5Systemz downloading a suspicious PDF file.

Establishing C2 Communication  

Once the proxy bot has been injected into the device’s memory, the malware attempts to contact servers owned by the botnet’s operators. Across several customer environments, Darktrace identified infected devices attempting to establish connections with such C2 servers. First, affected devices would make repeated HTTP GET requests over port 80 to rare external domains; these endpoints typically had “.ua” and “.ru” TLDs. The majority of these connection attempts were not preceded by a DNS host lookup, suggesting that the domains were already loaded in the device’s cache memory or hardcoded into the code of running processes.

Figure 2: Breach log data connections identifying repeated unusual HTTP connections over port 80 for domains without prior DNS host lookup.

While most initial HTTP GET requests across investigated incidents did not feature DNS host lookups, Darktrace did identify affected devices on a small number of customer environments performing a series of DNS host lookups for seemingly algorithmically generated domains (DGA). These domains feature the same TLDs as those seen in connections without prior DNS host lookups.  

Figure 3: Cyber AI Analyst data indicating a subset of DGAs queried via DNS by infected devices.

These DNS requests follow the activity reported by researchers, where infected devices query a hardcoded DNS server controlled by the threat actor for an DGA domain [2]. However, as the bulk of Darktrace’s investigations presented HTTP requests without a prior DNS host lookup, this activity indicates a significant deviation from the behavior reported by OSINT sources. This could indicate that multiple variations of the Socks5Systemz botnet were circulating at the time of investigation.

Most hostnames observed during this time of investigation follow a specific regular expression format: /[a-z]{7}\.(ua|net|info|com|ru)/ or /[a-z0-9]{15}\.(ua)/. Darktrace also noticed the HTTP GET requests for DGA domains followed a consistent URI pattern: /single.php?c=<STRING>. The requests were also commonly made using the “Mozilla/5.0 (Windows; U; MSIE 9.0; Windows NT 9.0; en-US)” user agent over port 80.

This URI pattern observed during Darktrace’s investigations appears to reflect infected devices contacting Socks5Systemz C2 servers to register the system and details of the host, and signal it is ready to receive further instructions [2]. These URIs are encrypted with a RC4 stream cipher and contain information relating to the device’s operating system and architecture, as well as details of the infection.

The HTTP GET requests during this time, which involved devices made to a variety a variety of similar DGA domains, appeared alongside IP addresses that were later identified as Socks5Systemz C2 servers.

Figure 4: Cyber AI Analyst investigation details highlighting HTTP GET activity whereby RC4 encrypted data is sent to proxy C2 domains.

However, not all affected devices observed by Darktrace used DGA domains to transmit RC4 encoded data. Some investigated systems were observed making similar HTTP GET requests over port 80, albeit to the external domain: “bddns[.]cc”, using the aforementioned Mozilla user agent. During these requests, Darktrace identified a consistent URI pattern, similar to that seen in the DGA domain GET requests: /sign/<RC4 cipher text>.  

Darktrace DETECT recognized the rarity of the domains and IPs that were connected to by affected devices, as well as the usage of the new Mozilla user agent.  The HTTP connections, and the corresponding Darktrace DETECT model breaches, parallel the analysis made by external researchers: if the initial DGA DNS requests do not return a valid C2 server, infected devices connect to, and request the IP address of a server from, the above-mentioned domain [2].

Connection to Proxy

After sending host and infection details via HTTP and receiving commands from the C2 server, affected devices were frequently observed initiating activity to join the Sock5Systemz botnet. Infected hosts would first make HTTP GET requests to an IP identified as Socks5Systemz’s proxy checker application, usually sending the URI “proxy-activity.txt” to the domain over the HTTP protocol. This likely represents an additional validation check to confirm that the infected device is ready to join the botnet.

Figure 5: Cyber AI Analyst investigation detailing HTTP GET requests over port 80 to the Socks5Systemz Proxy Checker Application.

Following the final validation checks, devices would then attempt TCP connections to a range of IPs, which have been associated with BackConnect proxy servers, over port 1074. At this point, the device is able to receive commands from actors who login to and operate the corresponding BackConnect server. This BackConnect server will transmit traffic from the user renting the segment of the botnet [2].

Darktrace observed a range of activity associated with this stage of the attack, including the use of new or unusual user agents, connections to suspicious IPs, and other anomalous external connectivity which represented a deviation from affected devices’ expected behavior.

Additional Activities Following Proxy Addition

The Darktrace Threat Research team found evidence of the possible deployment of additional malware strains during their investigation into devices affected by Socks5Systemz. IoCs associated with both the Amadey and PrivateLoader loader malware strains, both of which are known to distribute Socks5Systemz, were also observed on affected devices. Additionally, Darktrace observed multiple infected systems performing cryptocurrency mining operations around the time of the Sock5Systemz compromise, utilizing the MinerGate protocol to conduct login and job functions, as well as making DNS requests for mining pools.

While such behavior would fall outside of the expected activity for Socks5Systemz and cannot be definitively attributed to it, Darktrace did observe devices affected by the botnet performing additional malicious downloads and operations during its investigations.

Conclusion

Ultimately, Darktrace’s anomaly-based approach to threat detection enabled it to effectively identify and alert for malicious Socks5Systemz botnet activity long before external researchers had documented its IoCs and tactics, techniques, and procedures (TTPs).  

In fact, Darktrace not only identified multiple distinct attack phases later outlined in external research but also uncovered deviations from these expected patterns of behavior. By proactively detecting emerging threats through anomaly detection rather than relying on existing threat intelligence, Darktrace is well positioned to detect evolving threats like Socks5Systemz, regardless of what their future iterations might look like.

Faced with the threat of persistent botnets, it is crucial for organizations to detect malicious activity in its early stages before additional devices are compromised, making it increasingly difficult to remediate. Darktrace’s suite of products enables the swift and effective detection of such threats. Moreover, when enabled in autonomous response mode, Darktrace RESPOND is uniquely positioned to take immediate, targeted actions to contain these attacks from the onset.

Credit to Adam Potter, Cyber Security Analyst, Anna Gilbertson, Cyber Security Analyst

Appendices

DETECT Model Breaches

  • Anomalous Connection / Multiple Failed Connections to Rare Endpoint
  • Anomalous Connection / Multiple Connections to New External TCP Port
  • Compromise / Beaconing Activity To External Rare
  • Compromise / DGA Beacon
  • Compromise / Beacon to Young Endpoint
  • Compromise / Slow Beaconing Activity To External Rare
  • Compromise / HTTP Beaconing to Rare Destination
  • Compromise / Quick and Regular Windows HTTP Beaconing
  • Compromise / Agent Beacon (Medium Period)
  • Compromise / Agent Beacon (Long Period)
  • Device / New User Agent
  • Device / New User Agent and New IP

Cyber AI Analyst Incidents

  • Possible HTTP Command and Control
  • Possible HTTP Command and Control to Multiple Endpoints
  • Unusual Repeated Connections
  • Unusual Repeated Connections to Multiple Endpoints
  • Multiple DNS Requests for Algorithmically Generated Domains

Indicators of Compromise

IoC - Type - Description

185.141.63[.]172 - IP Address - Socks5Systemz C2 Endpoint

193.242.211[.]141 - IP Address - Socks5Systemz C2 Endpoint

109.230.199[.]181 - IP Address - Socks5Systemz C2 Endpoint

109.236.88[.]134 - IP Address - Socks5Systemz C2 Endpoint

217.23.5[.]14 - IP Address - Socks5Systemz Proxy Checker App

88.80.148[.]8 - IP Address - Socks5Systemz Backconnect Endpoint

88.80.148[.]219 - IP Address - Socks5Systemz Backconnect Endpoint

185.141.63[.]4 - IP Address - Socks5Systemz Backconnect Endpoint

185.141.63[.]2 - IP Address - Socks5Systemz Backconnect Endpoint

195.154.188[.]211 - IP Address - Socks5Systemz Backconnect Endpoint

91.92.111[.]132 - IP Address - Socks5Systemz Backconnect Endpoint

91.121.30[.]185 - IP Address - Socks5Systemz Backconnect Endpoint

94.23.58[.]173 - IP Address - Socks5Systemz Backconnect Endpoint

37.187.148[.]204 - IP Address - Socks5Systemz Backconnect Endpoint

188.165.192[.]18 - IP Address - Socks5Systemz Backconnect Endpoint

/single.php?c=<RC4 data hex encoded> - URI - Socks5Systemz HTTP GET Request

/sign/<RC4 data hex encoded> - URI - Socks5Systemz HTTP GET Request

/proxy-activity.txt - URI - Socks5Systemz HTTP GET Request

datasheet[.]fun - Hostname - Socks5Systemz C2 Endpoint

bddns[.]cc - Hostname - Socks5Systemz C2 Endpoint

send-monitoring[.]bit - Hostname - Socks5Systemz C2 Endpoint

MITRE ATT&CK Mapping

Command and Control

T1071 - Application Layer Protocol

T1071.001 – Web protocols

T1568 – Dynamic Resolution

T1568.002 – Domain Generation Algorithms

T1132 – Data Encoding

T1132 – Non-Standard Encoding

T1090 – Proxy

T1090.002 – External Proxy

Exfiltration

T1041 – Exfiltration over C2 channel

Impact

T1496 – Resource Hijacking

References

1. https://www.bleepingcomputer.com/news/security/socks5systemz-proxy-service-infects-10-000-systems-worldwide/

2. https://www.bitsight.com/blog/unveiling-socks5systemz-rise-new-proxy-service-privateloader-and-amadey

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
Adam Potter
Senior Cyber Analyst

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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.

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About the author
Carlos Gray
Senior Product Marketing Manager, Email
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