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May 28, 2024

Stemming the Citrix Bleed Vulnerability with Darktrace’s ActiveAI Security Platform

This blog delves into Darktrace’s investigation into the exploitation of the Citrix Bleed vulnerability on the network of a customer in late 2023. Darktrace’s Self-Learning AI ensured the customer was well equipped to track the post-compromise activity and identify affected devices.
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
Vivek Rajan
Cyber Analyst
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28
May 2024

What is Citrix Bleed?

Since August 2023, cyber threat actors have been actively exploiting one of the most significant critical vulnerabilities disclosed in recent years: Citrix Bleed. Citrix Bleed, also known as CVE-2023-4966, remained undiscovered and even unpatched for several months, resulting in a wide range of security incidents across business and government sectors [1].

How does Citrix Bleed vulnerability work?

The vulnerability, which impacts the Citrix Netscaler Gateway and Netscaler ADC products, allows for outside parties to hijack legitimate user sessions, thereby bypassing password and multifactor authentication (MFA) requirements.

When used as a means of initial network access, the vulnerability has resulted in the exfiltration of sensitive data, as in the case of Xfinity, and even the deployment of ransomware variants including Lockbit [2]. Although Citrix has released a patch to address the vulnerability, slow patching procedures and the widespread use of these products has resulted in the continuing exploitation of Citrix Bleed into 2024 [3].

How Does Darktrace Handle Citrix Bleed?

Darktrace has demonstrated its proficiency in handling the exploitation of Citrix Bleed since it was disclosed back in 2023; its anomaly-based approach allows it to efficiently identify and inhibit post-exploitation activity as soon as it surfaces.  Rather than relying upon traditional rules and signatures, Darktrace’s Self-Learning AI enables it to understand the subtle deviations in a device’s behavior that would indicate an emerging compromise, thus allowing it to detect anomalous activity related to the exploitation of Citrix Bleed.

In late 2023, Darktrace identified an instance of Citrix Bleed exploitation on a customer network. As this customer had subscribed to the Proactive Threat Notification (PTN) service, the suspicious network activity surrounding the compromise was escalated to Darktrace’s Security Operation Center (SOC) for triage and investigation by Darktrace Analysts, who then alerted the customer’s security team to the incident.

Darktrace’s Coverage

Initial Access and Beaconing of Citrix Bleed

Darktrace’s initial detection of indicators of compromise (IoCs) associated with the exploitation of Citrix Bleed actually came a few days prior to the SOC alert, with unusual external connectivity observed from a critical server. The suspicious connection in question, a SSH connection to the rare external IP 168.100.9[.]137, lasted several hours and utilized the Windows PuTTY client. Darktrace also identified an additional suspicious IP, namely 45.134.26[.]2, attempting to contact the server. Both rare endpoints had been linked with the exploitation of the Citrix Bleed vulnerability by multiple open-source intelligence (OSINT) vendors [4] [5].

Darktrace model alert highlighting an affected device making an unusual SSH connection to 168.100.9[.]137 via port 22.
Figure 1: Darktrace model alert highlighting an affected device making an unusual SSH connection to 168.100.9[.]137 via port 22.

As Darktrace is designed to identify network-level anomalies, rather than monitor edge infrastructure, the initial exploitation via the typical HTTP buffer overflow associated with this vulnerability fell outside the scope of Darktrace’s visibility. However, the aforementioned suspicious connectivity likely constituted initial access and beaconing activity following the successful exploitation of Citrix Bleed.

Command and Control (C2) and Payload Download

Around the same time, Darktrace also detected other devices on the customer’s network conducting external connectivity to various endpoints associated with remote management and IT services, including Action1, ScreenConnect and Fixme IT. Additionally, Darktrace observed devices downloading suspicious executable files, including “tniwinagent.exe”, which is associated with the tool Total Network Inventory. While this tool is typically used for auditing and inventory management purposes, it could also be leveraged by attackers for the purpose of lateral movement.

Defense Evasion

In the days surrounding this compromise, Darktrace observed multiple devices engaging in potential defense evasion tactics using the ScreenConnect and Fixme IT services. Although ScreenConnect is a legitimate remote management tool, it has also been used by threat actors to carry out C2 communication [6]. ScreenConnect itself was the subject of a separate critical vulnerability which Darktrace investigated in early 2024. Meanwhile, CISA observed that domains associated with Fixme It (“fixme[.]it”) have been used by threat actors attempting to exploit the Citrix Bleed vulnerability [7].

Reconnaissance and Lateral Movement

A few days after the detection of the initial beaconing communication, Darktrace identified several devices on the customer’s network carrying out reconnaissance and lateral movement activity. This included SMB writes of “PSEXESVC.exe”, network scanning, DCE-RPC binds of numerous internal devices to IPC$ shares and the transfer of compromise-related tools. It was at this point that Darktrace’s Self-Learning AI deemed the activity to be likely indicative of an ongoing compromise and several Enhanced Monitoring models alerted, triggering the aforementioned PTNs and investigation by Darktrace’s SOC.

Darktrace observed a server on the network initiating a wide range of connections to more than 600 internal IPs across several critical ports, suggesting port scanning, as well as conducting unexpected DCE-RPC service control (svcctl) activity on multiple internal devices, amongst them domain controllers. Additionally, several binds to server service (srvsvc) and security account manager (samr) endpoints via IPC$ shares on destination devices were detected, indicating further reconnaissance activity. The querying of these endpoints was also observed through RPC commands to enumerate services running on the device, as well as Security Account Manager (SAM) accounts.  

Darktrace also identified devices performing SMB writes of the WinRAR data compression tool, in what likely represented preparation for the compression of data prior to data exfiltration. Further SMB file writes were observed around this time including PSEXESVC.exe, which was ultimately used by attackers to conduct remote code execution, and one device was observed making widespread failed NTLM authentication attempts on the network, indicating NTLM brute-forcing. Darktrace observed several devices using administrative credentials to carry out the above activity.

In addition to the transfer of tools and executables via SMB, Darktrace also identified numerous devices deleting files through SMB around this time. In one example, an MSI file associated with the patch management and remediation service, Action1, was deleted by an attacker. This legitimate security tool, if leveraged by attackers, could be used to uncover additional vulnerabilities on target networks.

A server on the customer’s network was also observed writing the file “m.exe” to multiple internal devices. OSINT investigation into the executable indicated that it could be a malicious tool used to prevent antivirus programs from launching or running on a network [8].

Impact and Data Exfiltration

Following the initial steps of the breach chain, Darktrace observed numerous devices on the customer’s network engaging in data exfiltration and impact events, resulting in additional PTN alerts and a SOC investigation into data egress. Specifically, two servers on the network proceeded to read and download large volumes of data via SMB from multiple internal devices over the course of a few hours. These hosts sent large outbound volumes of data to MEGA file storage sites using TLS/SSL over port 443. Darktrace also identified the use of additional file storage services during this exfiltration event, including 4sync, file[.]io, and easyupload[.]io. In total the threat actor exfiltrated over 8.5 GB of data from the customer’s network.

Darktrace Cyber AI Analyst investigation highlighting the details of a data exfiltration attempt.
Figure 2: Darktrace Cyber AI Analyst investigation highlighting the details of a data exfiltration attempt.

Finally, Darktrace detected a user account within the customer’s Software-as-a-Service (SaaS) environment conducting several suspicious Office365 and AzureAD actions from a rare IP for the network, including uncommon file reads, creations and the deletion of a large number of files.

Unfortunately for the customer in this case, Darktrace RESPOND™ was not enabled on the network and the post-exploitation activity was able to progress until the customer was made aware of the attack by Darktrace’s SOC team. Had RESPOND been active and configured in autonomous response mode at the time of the attack, it would have been able to promptly contain the post-exploitation activity by blocking external connections, shutting down any C2 activity and preventing the download of suspicious files, blocking incoming traffic, and enforcing a learned ‘pattern of life’ on offending devices.

Conclusion

Given the widespread use of Netscaler Gateway and Netscaler ADC, Citrix Bleed remains an impactful and potentially disruptive vulnerability that will likely continue to affect organizations who fail to address affected assets. In this instance, Darktrace demonstrated its ability to track and inhibit malicious activity stemming from Citrix Bleed exploitation, enabling the customer to identify affected devices and enact their own remediation.

Darktrace’s anomaly-based approach to threat detection allows it to identify such post-exploitation activity resulting from the exploitation of a vulnerability, regardless of whether it is a known CVE or a zero-day threat. Unlike traditional security tools that rely on existing threat intelligence and rules and signatures, Darktrace’s ability to identify the subtle deviations in a compromised device’s behavior gives it a unique advantage when it comes to identifying emerging threats.

Credit to Vivek Rajan, Cyber Analyst, Adam Potter, Cyber Analyst

Appendices

Darktrace Model Coverage

Device / Suspicious SMB Scanning Activity

Device / ICMP Address Scan

Device / Possible SMB/NTLM Reconnaissance

Device / Network Scan

Device / SMB Lateral Movement

Device / Possible SMB/NTLM Brute Force

Device / Suspicious Network Scan Activity

User / New Admin Credentials on Server

Anomalous File / Internal::Unusual Internal EXE File Transfer

Compliance / SMB Drive Write

Device / New or Unusual Remote Command Execution

Anomalous Connection / New or Uncommon Service Control

Anomalous Connection / Rare WinRM Incoming

Anomalous Connection / Unusual Admin SMB Session

Device / Unauthorised Device

User / New Admin Credentials on Server

Anomalous Server Activity / Outgoing from Server

Device / Long Agent Connection to New Endpoint

Anomalous Connection / Multiple Connections to New External TCP Port

Device / New or Uncommon SMB Named Pipe

Device / Multiple Lateral Movement Model Breaches

Device / Large Number of Model Breaches

Compliance / Remote Management Tool On Server

Device / Anomalous RDP Followed By Multiple Model Breaches

Device / SMB Session Brute Force (Admin)

Device / New User Agent

Compromise / Large Number of Suspicious Failed Connections

Unusual Activity / Unusual External Data Transfer

Unusual Activity / Enhanced Unusual External Data Transfer

Device / Increased External Connectivity

Unusual Activity / Unusual External Data to New Endpoints

Anomalous Connection / Data Sent to Rare Domain

Anomalous Connection / Uncommon 1 GiB Outbound

Anomalous Connection / Active Remote Desktop Tunnel

Anomalous Server Activity / Anomalous External Activity from Critical Network Device

Compliance / Possible Unencrypted Password File On Server

Anomalous Connection / Suspicious Read Write Ratio and Rare External

Device / Reverse DNS Sweep]

Unusual Activity / Possible RPC Recon Activity

Anomalous File / Internal::Executable Uploaded to DC

Compliance / SMB Version 1 Usage

Darktrace AI Analyst Incidents

Scanning of Multiple Devices

Suspicious Remote Service Control Activity

SMB Writes of Suspicious Files to Multiple Devices

Possible SSL Command and Control to Multiple Devices

Extensive Suspicious DCE-RPC Activity

Suspicious DCE-RPC Activity

Internal Downloads and External Uploads

Unusual External Data Transfer

Unusual External Data Transfer to Multiple Related Endpoints

MITRE ATT&CK Mapping

Technique – Tactic – ID – Sub technique of

Network Scanning – Reconnaissance - T1595 - T1595.002

Valid Accounts – Defense Evasion, Persistence, Privilege Escalation, Initial Access – T1078 – N/A

Remote Access Software – Command and Control – T1219 – N/A

Lateral Tool Transfer – Lateral Movement – T1570 – N/A

Data Transfers – Exfiltration – T1567 – T1567.002

Compressed Data – Exfiltration – T1030 – N/A

NTLM Brute Force – Brute Force – T1110 - T1110.001

AntiVirus Deflection – T1553 - NA

Ingress Tool Transfer   - COMMAND AND CONTROL - T1105 - NA

Indicators of Compromise (IoCs)

204.155.149[.]37 – IP – Possible Malicious Endpoint

199.80.53[.]177 – IP – Possible Malicious Endpoint

168.100.9[.]137 – IP – Malicious Endpoint

45.134.26[.]2 – IP – Malicious Endpoint

13.35.147[.]18 – IP – Likely Malicious Endpoint

13.248.193[.]251 – IP – Possible Malicious Endpoint

76.223.1[.]166 – IP – Possible Malicious Endpoint

179.60.147[.]10 – IP – Likely Malicious Endpoint

185.220.101[.]25 – IP – Likely Malicious Endpoint

141.255.167[.]250 – IP – Malicious Endpoint

106.71.177[.]68 – IP – Possible Malicious Endpoint

cat2.hbwrapper[.]com – Hostname – Likely Malicious Endpoint

aj1090[.]online – Hostname – Likely Malicious Endpoint

dc535[.]4sync[.]com – Hostname – Likely Malicious Endpoint

204.155.149[.]140 – IP - Likely Malicious Endpoint

204.155.149[.]132 – IP - Likely Malicious Endpoint

204.155.145[.]52 – IP - Likely Malicious Endpoint

204.155.145[.]49 – IP - Likely Malicious Endpoint

References

  1. https://www.axios.com/2024/01/02/citrix-bleed-security-hacks-impact
  2. https://www.csoonline.com/article/1267774/hackers-steal-data-from-millions-of-xfinity-customers-via-citrix-bleed-vulnerability.html
  3. https://www.cybersecuritydive.com/news/citrixbleed-security-critical-vulnerability/702505/
  4. https://www.virustotal.com/gui/ip-address/168.100.9.137
  5. https://www.virustotal.com/gui/ip-address/45.134.26.2
  6. https://www.trendmicro.com/en_us/research/24/b/threat-actor-groups-including-black-basta-are-exploiting-recent-.html
  7. https://www.cisa.gov/news-events/cybersecurity-advisories/aa23-325a
  8. https://www.file.net/process/m.exe.html
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
Vivek Rajan
Cyber Analyst

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November 28, 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 28, 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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