As Amazon’s four-day Prime Day event kicks off July 8, shoppers nationwide are bracing for what’s marketed as one of the biggest online sales of the year. But with deep discounts and countdown clocks come equally aggressive attempts to mislead consumers. From counterfeit goods to algorithmic manipulation and phishing schemes, the Federal Trade Commission (FTC) and consumer watchdogs are urging vigilance.

The FTC reports that it has received over 34,000 complaints of scammers impersonating Amazon, leading to more than $19 million in consumer losses. But fraud extends beyond fake emails and scam calls. A growing number of deceptive practices are hiding in plain sight on Amazon’s own platform, especially during Prime Day.

The Illusion of a Bargain

Among the most pervasive tactics is “price jacking,” a strategy employed by both Amazon and third-party sellers. Prices are quietly raised days or weeks before Prime Day, only to be “slashed” back down during the sale to simulate a steep discount.

“You’re not getting a deal—you’re getting duped,” said digital retail analyst Marcia Kent. “The price you’re seeing during Prime Day is often just the normal price with a line through it.”

Tools like CamelCamelCamel.com, a free browser extension, allow consumers to track historical pricing. Industry insiders say more shoppers are turning to such trackers to distinguish genuine markdowns from manufactured ones.

Beware the Badge

Another issue lies in Amazon’s algorithmically-assigned badges, like “Amazon’s Choice” or “Overall Pick,” which are often misunderstood as endorsements of quality. In reality, these tags are based on product availability, fulfillment speed, and keyword performance within a specific search—not an evaluation of product reliability or consumer satisfaction.

“You can see a product with 13,000 five-star reviews, only to discover that many of those reviews were for a completely different item,” said tech fraud investigator Elena Morris. This phenomenon, known as “review merging,” artificially inflates trust in products that may be poorly made—or outright counterfeits.

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Fake Reviews and FOMO Traps

Prime Day also sees a flood of fake five-star reviews, many of which are generated by bots or paid reviewers. These reviews boost a product’s visibility in search results and help create urgency, especially when combined with “lightning deals” and countdown timers that pressure buyers into quick purchases.

Sites like ReviewMeta and Fakespot allow users to analyze review authenticity by identifying suspicious patterns, reused language, and other red flags.

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Scams Beyond the Cart

Not all Prime Day scams originate within Amazon’s site. Phishing attacks and scam texts claiming delivery issues tend to spike during major retail events. Scammers pose as Amazon representatives, warning of compromised accounts or stalled packages to prompt users into clicking malicious links or revealing personal data.

In a statement, Amazon said it “will never ask for payment information or passwords over the phone or email” and encouraged customers to enable two-factor authentication and report suspicious messages to reportascam@amazon.com.

Gift card scams—where fraudsters demand payment via Amazon gift cards in exchange for fake sweepstakes prizes—also tend to surge during this period. The U.S. Postal Inspection Service recently warned consumers to be wary of unsolicited messages that include package tracking links, as many are linked to credential-stealing operations.

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Third-Party Seller Shenanigans

Third-party sellers—who make up roughly 60% of Amazon’s retail sales—are a major source of concern. During Prime Day, Amazon sees a surge in new seller accounts offering high-ticket items at deep discounts. Some never ship the product. Others deliver counterfeit goods with bogus return policies.

Consumer advocates urge shoppers to inspect seller ratings carefully and avoid deals from newly created accounts or sellers with limited transaction histories. Amazon’s “A to Z Guarantee” offers protection, but only if buyers act quickly.

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How to Protect Yourself

With the Prime Day bonanza in full swing, experts advise the following:

• Use price-tracking tools (CamelCamelCamel, Keepa) to confirm genuine discounts
• Scrutinize seller profiles for history and credibility
• Avoid unsolicited texts or emails; always navigate directly to the Amazon app or website
• Use tools like Fakespot or ReviewMeta to filter out fake reviews
• Compare prices across other retailers like Walmart, Target, and Best Buy
• Always check return policies, especially on high-value or third-party goods
• Don’t buy on impulse; if you wouldn’t have bought it last week, reconsider

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Final Thoughts

Despite the excitement and marketing frenzy around Prime Day, analysts warn that most deals are not what they seem. The combination of marketing tactics, opaque algorithms, and a surge in online scams makes this shopping event one of the riskiest times to spend online.

“Amazon may be celebrating Prime Day,” said Kent, “but for a growing number of shoppers, it’s starting to feel more like Scam Season.”

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Corrections & Amplifications:
Amazon has stated it removes counterfeit listings and abusive sellers when detected, and offers refunds under its A-to-Z Guarantee for eligible purchases. (July 8, 2025)

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Have you encountered suspicious Prime Day activity? Reach out to info@steadyscopemedia.com with your story.