Amazon has introduced a new AI-powered feature within its Alexa for Shopping service designed to help customers identify whether messages claiming to be from the retailer are legitimate or scams. The update comes as Amazon reports that around 360,000 customers annually contact their support team questioning the authenticity of suspicious emails, texts, or other communications. The AI analyzes various message details, including sender information, content, timing, and metadata, cross-referencing billions of real Amazon messages to confirm if the communication truly originated from the company.

This scam-detection functionality enhances prior efforts by Amazon to combat fraudulent messages that prey on consumers, such as fake order confirmations, Prime membership renewal alerts, account suspension threats, or bogus package delivery notices. Customers can now simply ask Alexa for Shopping to verify a suspicious message, receiving a definitive answer rapidly. The system will further improve over time as users report more dubious messages, enabling the AI to detect scams with greater accuracy.

Earlier in 2026, Amazon also launched verify@amazon.com, an email address where people can forward suspect communications and get confirmation on their authenticity. The addition of this AI feature aligns with Amazon’s broader shift to use Alexa more proactively in shopping-related assistance. Beyond scam detection, Alexa for Shopping now helps users find personalized deals, reorder items, create shopping guides, track pricing, and even transcribe handwritten lists.

Along with this update, Amazon recently rolled out a new Alexa capability that notifies customers about new or relevant events that could inspire purchases, such as product launches, book releases, or concert tours. Together, these innovations underscore Amazon’s ongoing investment in leveraging AI to not only enhance the shopping experience but also protect customers from fraud, reflecting a major strategic focus in its retail technology roadmap.