Amazon’s AI assistant can now spot fake emails from the company

Amazon is adding a feature to Alexa for Shopping that lets users ask whether a message, text, or phone call claiming to be from the company is legitimate. The assistant checks the message against Amazon’s own records and analyzes details like formatting, sender information, and content, only confirming authenticity when it is completely certain.

The feature shows how major platforms are using AI as a consumer-facing defense against increasingly convincing impersonation scams. If effective, this kind of message verification could become a standard trust layer for large retailers, banks, and service providers.