Amazon Launches AI Tool to Detect Impersonation Scams

On September 2, 2026, Amazon.com, Inc. launched an AI-driven verification feature within its Alexa for Shopping service to help customers identify impersonation scams. Available in the United States, the tool allows users to query the chatbot via the Amazon Shopping app or website to determine if a specific email, text message, or phone call originated from the company.

The AI analyzes sender information, content, timing, formatting, and metadata, comparing the communication against a database of billions of official messages sent globally. The system only confirms a message is genuine if it is "completely certain." If the AI identifies a scam or cannot reach a definitive conclusion, it instructs users to contact support, check their orders via the app, or use the verify@amazon.com email address.

Amazon introduced the tool to reduce the burden on its support department, which handles approximately 360,000 annual customer queries regarding communication verification. This rollout is part of a broader strategy to pivot Alexa toward proactive shopping assistance. To further protect users, Amazon maintains a partnership with the Better Business Bureau to provide a searchable scam tracker.