Amazon is using artificial intelligence to help customers detect fraudulent messages impersonating the retailer as scammers increasingly rely on fake Amazon communications to steal information and money.
The new feature, integrated into Amazon’s Alexa for Shopping, allows customers to submit suspicious emails, text messages and other communications to the AI assistant for verification.
Amazon said the tool can establish whether a message originated from its systems by comparing it with billions of communications sent by the company globally.
The system analyses details such as the sender, content, timing and metadata of a message before determining whether it is likely to be genuine.
The move is aimed at reducing the uncertainty faced by customers who receive messages claiming to be from Amazon, particularly as scammers continue to exploit the company’s name and reputation.
According to Amazon, about 360,000 customers contact its customer service department every year to determine whether communications they have received are legitimate.
Fraudsters have used a range of tactics, including fake order confirmations, Prime membership renewal notices, account suspension warnings, package delivery alerts and fraudulent employment offers.
Amazon said the AI system will also learn from customer reports of suspicious communications, allowing it to recognise emerging patterns and potentially identify new scam tactics more effectively.
The latest tool builds on other measures introduced by Amazon to help customers authenticate communications.
Earlier this year, the company launched an email service through which customers can forward questionable messages and receive confirmation on whether they are genuine or fraudulent. An online verification form is also available through Amazon’s customer service platform.
The AI verification feature is part of Amazon’s broader effort to transform Alexa into a more advanced shopping assistant.
Beyond fraud detection, Alexa for Shopping can recommend personalised deals, create shopping guides, assist customers with repeat purchases and generate AI-powered product summaries.
The assistant can also help customers monitor developments linked to their interests, including new products from favourite brands, books from preferred authors and music releases from selected artists.
Amazon said Alexa for Shopping is available through its website and mobile application, giving customers another channel to verify potentially fraudulent communications without having to contact a customer service representative.
The company’s latest move reflects the growing use of AI not only to improve online shopping but also to help consumers identify increasingly sophisticated impersonation scams.
