Warnings issued as scam emails and texts target Amazon Prime users across the UK

Amazon users across the UK are being warned to ignore a new wave of spoof membership messages designed to trick customers into handing over payment information. The alerts, sent by consumer protection groups and banks, follow a sharp rise in fraudulent emails and texts claiming that shoppers must update or renew their Prime membership to avoid losing access. Officials say the messages are highly convincing and are already fooling thousands of people.

The scam messages appear to come from Amazon and claim that the customer’s Prime subscription has expired or that their account is on hold because of a failed transaction. Victims are urged to click a link to “verify payment” or “restart membership”. Once clicked, users are taken to a fake Amazon login page where scammers attempt to capture banking details, passwords and other personal information.

Investigators say the fraud campaign is particularly dangerous because the wording and layout closely replicate legitimate Amazon communications. Some emails include the correct customer name and familiar branding, while text messages often mirror Amazon’s usual notification style. This attention to detail has made the scam harder for users to spot at first glance.

Consumer watchdogs report that criminals are targeting the run-up to the festive season when Amazon usage peaks and Prime renewals increase naturally. Fraud cases historically surge during November and December, making shoppers more likely to believe messages connected to orders or subscriptions. Banks say they are already seeing payments attempted through spoofed sites linked to these fraudulent alerts.

Amazon has confirmed that these messages are not genuine and has reminded customers that the company will never request billing updates or account verification via a clickable link sent by text or email. Instead, users are advised to check their account status directly by logging in through the official website or mobile app. The company has also encouraged customers to report suspicious messages immediately.

UK cyber-security advisers recommend several indicators to help identify fake messages. These include spelling errors, urgent countdown warnings, unfamiliar senders, non-Amazon email addresses and links that redirect to web pages without a secure padlock icon. Officials emphasise that the safest step is to avoid clicking any link and navigate manually to Amazon if account changes are required.

Banks have urged customers to contact them at the first sign of unusual activity, particularly if banking details have been entered into a suspicious site. Financial institutions are working with cybercrime units to monitor transactions linked to the scam, and many victims have been able to prevent losses by reacting quickly. Those affected are being encouraged not to feel embarrassed and to report it immediately.

Experts say the current wave of spoof messages reflects a wider trend in subscription-based fraud campaigns. Criminals are increasingly exploiting popular entertainment services and membership renewals to target customers who are less likely to question payment reminders. Streaming and shopping platforms experience an annual jump in fraud attempts during the pre-Christmas online shopping rush.

Authorities expect further alerts to be issued as the scam continues to circulate. Cyber-security bodies are calling for UK users to share warnings with friends and relatives, especially those who may be more vulnerable to online fraud. While the messages appear convincing, avoiding the link entirely is enough to stop the scam in its tracks.

With online shopping at record levels and Amazon Prime now deeply integrated into UK households, the push to protect personal and financial information has become more urgent. Officials say prevention remains the most powerful defence and are advising customers to stay cautious of messages asking for payment updates. For many shoppers, staying alert could mean avoiding a costly mistake this season.