Amazon is using artificial intelligence to help customers determine whether emails, text messages and phone calls claiming to be from the company are genuine or part of an impersonation scam.
The new verification feature is available through Alexa for Shopping, Amazon’s AI-powered shopping assistant. Customers can ask Alexa about a suspicious communication and provide details such as where it came from, when it was received and what it said.
Alexa then checks the information against Amazon’s records of billions of communications sent by its teams worldwide. The system analyzes details including the sender, message content, timing, formatting and other metadata before determining whether the communication is genuine.
Amazon said the tool will only confirm a communication as authentic when it is completely certain. If it cannot verify a message, users are advised to avoid clicking links or responding and instead check their orders and account directly through the Amazon app or website.
The feature is designed to address a growing problem of Amazon impersonation scams. Fraudsters commonly send fake order confirmations, Prime membership renewal alerts, account suspension warnings, delivery notifications and even fraudulent job offers to trick people into sharing personal or financial information.
Amazon said around 360,000 customers contact its customer service every year asking whether a communication claiming to be from the company is genuine. The new AI-powered verification system is intended to provide a quicker way to answer that question.
Amazon is also using customer reports to improve the system. Communications submitted for verification are reported to Amazon’s customer protection and enforcement teams, helping the company identify emerging scam tactics and take action against bad actors.
The AI feature builds on another verification option Amazon introduced earlier this year. Customers worldwide can forward suspicious communications to verify@amazon.com and receive confirmation about whether they originated from Amazon. The company also provides an online verification form.
Amazon continues to advise customers to be cautious when receiving unexpected messages. Users should avoid clicking suspicious links, sharing passwords or one-time passcodes, making payments outside Amazon’s official platforms or responding to requests for gift cards.
The company says customers should instead open the Amazon app or website directly to check orders, account information or other notifications rather than using links provided in suspicious messages.
The new verification capability is part of Amazon’s broader shift to make Alexa for Shopping a more proactive AI assistant. The platform can already help users find products, compare prices, discover deals, create shopping guides and manage everyday purchases.
Reader’s Note:
AI-based verification can help identify suspicious communications, but users should still exercise caution. Never share passwords, OTPs, banking details or payment information in response to an unexpected message or call. When in doubt, verify directly through the official Amazon app or website.
