Caithness residents warned over AI-fuelled Amazon Prime Day scams - ‘Tenfold surge in online scams over last year,’ says charity
Caithness shoppers are being urged to stay alert ahead of Amazon Prime Day as fraudsters use artificial intelligence to craft increasingly convincing scams.
Advice Direct Scotland (ADS), which runs the national consumer advice service consumeradvice.scot, says criminals are exploiting AI to create realistic phishing emails and automated calls that make it harder to spot fraud.
With Amazon Prime Day running from Tuesday, July 8, to Friday, July 11, the charity warns scammers will target bargain hunters looking for deals during the ongoing cost-of-living crisis.
Its advisers have recently handled cases including fake messages about Prime membership renewals, bogus refund offers, and calls claiming Amazon accounts have been hacked.
The warning comes after ADS revealed that Scots have lost at least £860,000 to cyber criminals in the past year amid a tenfold surge in online scams. Scammers often claim shoppers have ordered expensive items like iPhones and demand personal or banking details to cancel payments.
Others use robocalls warning that Prime membership will renew at a discounted rate unless a button is pressed immediately. This tactic is designed to panic people into handing over sensitive information.

Fraudsters also try to trick people into downloading software that gives them remote access to devices, exposing bank details.
ADS stresses that Amazon will never call to ask for remote access or to install apps. If you receive suspicious calls, texts, or emails asking for personal information or payments, do not respond.
The charity advises people to stay vigilant and, if a call appears suspicious or raises concern, to hang up immediately and contact your bank or card issuer directly.
Hazel Knowles, senior project lead for ADS, said: “With households across Scotland still facing huge financial pressures because of the cost of living and energy crises, it is understandable that people will be hunting for genuine Prime Day deals.
“But criminals are also looking for opportunities and now they have AI to help them sound more believable than ever.
“It can be easy to get caught out, especially if a call or email seems urgent and official. But the best advice is to take a moment, trust your instincts, and check before you buy or click.
“Anyone who is caught out by a scam or spots a suspected scam should report it using our free ScamWatch tool at www.scamwatch.scot.”
Free and impartial advice is available across Scotland from ADS by freephone on 0808 164 6000 or online via web chat and email at www.consumeradvice.scot
The ScamWatch Quick Reporting Tool is also available to report suspected scams at www.scamwatch.scot
ADS has issued these tips for staying safe this Prime Day:
• Never share your Amazon password with anyone
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• Be wary of unexpected emails, calls, or texts about your account
• Always check purchases directly on Amazon’s website or app — don’t click suspicious links
• Amazon will never ask you to install software
• Enable two-step verification for extra security
• Keep your device and apps updated
• Compare prices to make sure a deal really is a bargain
• Only buy what you need — don’t get caught out by flashy offers