Scottish 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, 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 Advice Direct Scotland 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.

Advice Direct Scotland 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.

Scots are also being urged to avoid impulse buying and check prices to make sure they are getting good value.

Consumers should be aware of Amazon’s guidance on returning faulty goods and claiming refunds to protect themselves if a purchase goes wrong.

Free and impartial advice is available across Scotland from Advice Direct Scotland’s consumeradvice.scot service.

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Help can be accessed 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.

“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,” Hazel Knowles, senior project lead for Advice Direct Scotland, said.

“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.

“Amazon will never ask for remote access to your device or for payment details over the phone or email. If something feels suspicious, it probably is, and our expert team is here to help if you are unsure.

“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.”

Figures published by Advice Direct Scotland in June show digital scams have surged by over 1,000 per cent since 2021, with reported losses totalling £861,384 in the past year.

Cases include romance scams, cryptocurrency fraud, phishing emails with fake deals, and false social media adverts pressuring victims to hand over money, bank details or personal information.

Advice Direct Scotland has issued tips for staying safe this Prime Day, including:

• Never share your Amazon password with anyone
• 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