Amazon Prime Day 2024: Watch out for fake sites, deals designed to steal cash, IDs

Amazon Prime Day runs over two days — July 16 and July 17 — but summertime bargain hunting takes place this month at many other sites, too. And scammers once again will play the odds that they can trick distracted, deal-driven consumers.

Instead of saving money, you could actually lose good money — or end up turning over your personal information — to crooks and con artists.

Amazon created a new holiday called Amazon Prime Day back in 2015, giving everyday consumers something else to talk about other than the heat and humidity in July. The idea was to offer hot deals to build up membership and online sales. Other retailers followed suit, including Walmart and Target. And it's now a thing.

Target is holding its Circle Week through July 13, including deals of the day, such as sales on gift cards, laptops, and Pokémon trading cards. Target notes that members of its free-to-join Target Circle program can save early on back-to-school essentials including 30% off select backpacks and kids' school uniforms. Target is also offering a limited deal on its Target Circle 360 membership for same day delivery, regular $99 a year for $49 during the sale.

Walmart Deals run through July 11. Kohl's is running its "Summer Cyber Deals" for four days through July 11, which include special one-day only deals and free shipping with no minimum purchase required through July 11. And Kohl's will have another sales event July 16 and July 17.

Soon we'll be looking at the 10th Amazon Prime Day event with plenty of brand name deals and reasons to stock up on school supplies and dorm staples weeks before you need to do so.

This year, Megan Thee Stallion rolled out a new song called “It’s Prime Day." Lyrics include: "I got everything I want and I never left home" and "With just one click, you could have anything" and "Sign up to be a member if you want free shipping."

"Lashes, jewelry, clothes, candles."

"Imma log in and blow a bag on my animals."

How much does it cost to be a Prime member these days? Many people are paying $14.99 per month or nearly $180 a year if you pay by month. Or you can choose to pay $139 a year upfront annually. Some can start a free 30-day trial if eligible at amazon.com/prime.

Like a lot of things, the cost of a Prime membership has gone up over the years. Back in 2015, a Prime membership cost $99 for most consumers for one year or $49 a year for students.

Now, consumers ages 18 through 24 can sign up for "Prime Student" with a free six-month trial at amazon.com/joinstudent. After that, the younger consumers would pay $7.49 per month, which adds up to nearly $90 over 12 months. Or you can choose to pay $69 a year at once.

Currently, qualifying government assistance recipients can get Prime Access for $6.99 per month at amazon.com/getprimeaccess.

Saving money is one thing, and many people need to chase deals given the rise in many prices since the pandemic. Typically, you'd want to do some comparison shopping in advance. An online service called CamelCamelCamel tracks price histories on Amazon. Some shoppers put items into their online carts before a sale begins and then the price is updated automatically later if it's on sale.

Once again, Amazon Prime members can request an invitation to some access Invite-only deals — which Amazon defines as exclusive Prime Day deals that are expected to sell out. In its news release, Amazon said such deals would include up to 40% off Sony Wireless Headphones and up to 30% off Peloton products.

But the surge in online shopping over the past 10 years or so has opened the door to crooks and con artists, too.

In 2023, consumers filed 376,460 complaints involving online shopping fraud and negative reviews, according to the Federal Trade Commission Consumer Sentinel Network. About 53% of the reports involved some loss of money with the median loss reported involving $126. The total losses reported exceeded $397 million.

"Consumers need to be vigilant. A seasonal sale like Prime Day might be the perfect time where counterfeiters infiltrate e-commerce platforms with counterfeit products," said Saleem Alhabash, professor of advertising at Michigan State University and associate director for research for MSU’s Center for Anti-Counterfeiting and Product Protection.

If you're spotting a price that's so low — something you've never seen in the past — stop before you order anything and ask yourself if this could be a real deal.

"If a brand has never executed that large of a price drop," Alhabash said, "then pause and think of other ways you can check the authenticity of the product and seller."

Scammers flood the zone

Many sites, including Amazon, Walmart, Target and others, also run third-party marketplaces online, which allow an outsider or someone who is not the manufacturer themselves to sell a popular item. But some of these sites can offer shady products.

Newly created domains, often impersonating Amazon or other retailers, are rolled out by scammers just in time for big shopping events, like Amazon Prime Day.

Take time to click on the seller's name and see whether they have a valid digital presence. Can you spot if they offer a website? An email or social media handles?

"I always look at a few things: Which website or app I’m purchasing from, or if it’s a well-known app, who the seller is if they allow third-party sellers like Amazon or Walmart.com," said Kari Kammel, director of MSU’s Center for Anti-Counterfeiting and Product Protection.

"If I don’t know the seller, I try to look them up on Google or another search engine," she said.

She opts not to place an order if she doesn't find information about the seller, or the information seems odd.

Some scammers take advantage of the system. A great online deal might mean that you'll be sent counterfeit goods or nothing at all. If you do get an item shipped to you, consumers don't receive the same quality or safety standards if they're sent a counterfeit item.

MSU's Alhabash said consumers want to take some time to check for quality cues.

"Brands spend large amount of money building and maintaining their brands," he said. Some easy ways to detect fraud, he said, is to take a careful look at the product description to make sure that it's free from spelling and grammatical errors. Take a close look at the quality of brand-related visuals. "If a product listing has low-resolution product pictures, then this is a cue that the product might be counterfeit," Alhabash said.

Amazon has been cracking down on counterfeits, including announcing an Anti-Counterfeiting Exchange in April 2023 to identify and stop bad actors more quickly.

One risk involving counterfeit goods: A shopper will click on a link to buy a counterfeit item, Kammel said, and they may actually receive one shipped to them. But often, "the link will be geared toward financial scams — looking to steal credit card information, personal identifying information from the shopper through phishing, and other types of online fraud."

The phony Facebook ads

Treat pop up ads on Instagram, TikTok and Facebook with a good deal of skepticism. Fraudsters can, and do, figure out ways to hide behind websites that they've created to impersonate big brand names. 90% off everything? Not likely, not likely.

More:How to know a job offer isn't a scam: Did a professor really post it? And why the check?

More:Scammers take advantage of kindness by asking to borrow phones, sending fake cash to apps

More:Scammers convince people to hand over thousands in cash, use couriers to pick it up

Carefully read refund policies

It might look like a bargain, but is it if you're paying $10 or more to ship the item back if it doesn't fit or isn't want you really want? Who pays the shipping costs for returns? What are those costs? What are the restocking fees, if there are any? And how many days do you have to return an item? Could you return it to a nearby store to avoid shipping costs? The Federal Trade Commission notes that the website must say whether you’re able to return the item for a full refund.

Make sure you're dealing with a legitimate web address or app

Pay attention for potential signs of fraud. Shop and buy only from sites that begin with https:// to make sure the site is secure. Check for a lock symbol in your browser to confirm the site's safety.   

"Stay alert to suspicious websites that could conceal harmful software," according to an alert from the U.S. Chamber of Commerce. Keep computers and smartphones updated with the latest cybersecurity protections.

Pay attention to refund policies and consumer protections offered by brand name companies.

"Customers are protected when they shop on Amazon and can always trust Amazon’s app and website," according to an Amazon spokesperson.

Amazon, according to an email to the Free Press from a spokesperson, "remains committed to protecting Prime Day shoppers from all forms of fraud, including impersonation scams, counterfeit products, and fake reviews."

See amazon.com/guarantee for more information about Amazon's "zero tolerance for fraud of any kind."

Amazon said its protection applies to physical products bought in its stores worldwide. "In the unlikely event customers experience issues with timely delivery or the condition of their purchase," the spokesperson stated, "whether purchased from Amazon or one of our approximately 2 million independent selling partners, Amazon will make it by right by refunding or replacing it."

Fake texts

Everyone seems to be texting us about a delivery problem — whether you shopped online or not. "You have a package that needs to be delivered," one says. Somehow, they don't have the right address? But they have your phone number? Really? It's prime season for the crooks to get you to click on those links. Don't do it.

Contact personal finance columnist Susan Tompor: stompor@freepress.com. Follow her on X (Twitter) @tompor.