Amazon’s vision is to build a world where consumers are confident that they won’t fall prey to bad actors who impersonate our brand or anyone else’s. We believe this is the right thing to do for our customers, and all consumers.
To that end, we consistently work to protect our customers from scams by building innovative technologies that shield accounts and detect fraudulent attempts, creating educational initiatives to help consumers know it’s really us, and working with law enforcement to hold bad actors accountable.
We also listen to feedback from our customers and engage in rich discussions with scam prevention leaders. There are two themes that consistently arise in these conversations – stopping scams at the source and helping consumers avoid and recover from scams with they need it the most. Amazon does not have all the solutions to these issues, but we want to work with others interested in exploring cross-sector solutions to address them.
Through its social mission work, AARP Fraud Watch Network has played a leadership role in building awareness around scams and calling for a holistic response from the private and public sectors. It is therefore fitting that Amazon and AARP Fraud Watch Network announced their collaboration to protect consumers from impersonation scams at the National Retail Federation’s NRF Protect 2025, the retail industry’s premier event on loss prevention and risk management. This collaboration offers a model for how brands can work with institutions to build safer, more trustworthy online experiences—earning not only customer loyalty, but also public trust.
What started as set of informal meetings developed into a coordinated approach between AARP and Amazon. For Amazon, working with AARP aligns with our commitment to protecting customers and creating a trustworthy shopping experience. And for AARP, working with Amazon has enabled them to put their ideas to help scam victims into action at scale.
A look behind the scenes
In 2024, to increase transparency and learning, Amazon invited AARP to a two-day, in-person workshop with Amazon stakeholders responsible for different aspects of the customer journey–from those focused on scam prevention and victim support all the way through working with law enforcement to hold scammers accountable. Over the course of the workshop, Amazon experts walked through the products and tools they use to detect and block scams. We also explored scam-related content available in the Amazon store and customer messaging, and spoke with Amazon customer service agents to hear about the important work they do to help customers exposed to scams.
Through these sessions, Amazon’s product teams spent time with AARP team members who are experts on consumer pain points and trends they are seeing from scam victims, giving us actionable insights into how we can further improve the Amazon customer experience. For AARP, they gained deeper insights into the complexities of managing a global storefront and how many resources are devoted to protecting consumers from scams.
“Fighting fraud demands more than awareness—it requires bold action and unwavering commitment,” said Director of Victim Support at AARP, Amy Nofziger. “We’ve seen firsthand how much progress is possible when companies put consumers at the center of every decision.”
Impact of collaboration
Amazon made a number of changes since the start of the collaboration with the AARP. For example, Amazon incorporated feedback from the AARP team when it consolidated its scam-related help content into a single landing page that serves as a centralized hub for scam prevention and recovery resources. This customer-focused change helps consumers quickly find what they need—whether that’s reporting a scam or learning how to avoid one. Other recent efforts include providing just-in-time messaging to scam reporters, targeting scam education by region, and providing direct communication that helps customers identify safe resources.
“Scam prevention isn’t just about catching bad actors. It’s also about investing in proactive measures and empowering consumers with the tools, education, and support they need to stay safe. The work we do with AARP Fraud Watch Network helps ensure people know how to identify and avoid scams before engaging with them,” said Abigail Bishop, Amazon’s head of external relations for scam prevention. “I’m excited by the opportunity to work with the AARP team to scale awareness, and to help people when they need it most.”
One of the most meaningful outcomes of Amazon and AARP collaboration was the development of “A Guide for Brands: Help Protect Consumers and Harness Loyalty in the Fight Against Fraud,” a framework designed to help companies prevent scams and support affected consumers. Authored by AARP Fraud Watch Network as part of its social mission work and supported by Amazon’s expertise in consumer protection, this guide provides actionable strategies companies can implement to better protect consumers.
The “Guide for Brands” lays out clears strategies for companies based on three foundational consumer needs:
- Simple, accessible tools and information to help consumers avoid scams
- Supportive, well-trained teams to assist with scam recovery
- Clear, consistent communication on how to stay safe
These best practices are now being shared across industries, including during a featured panel discussion at NRF Protect. The panel, co-hosted by Amazon and AARP, included leaders from both organizations and focused on how companies can implement these principles at scale.
Building a safer shopping experience—together
As scams continue to evolve, so must the solutions. The collaboration between Amazon and AARP Fraud Watch Network demonstrates that cross-sector collaboration can drive meaningful change—not just within one company, but across an entire industry. By sharing what they’ve learned and making their tools and strategies available to others, Amazon and AARP Fraud Watch Network are helping to raise the bar for consumer protection. When organizations come together with a shared mission, they can create a safer, more trustworthy experience for everyone online.
To learn more about Amazon’s approach to protecting consumers from impersonation scams, visit our Scam Prevention page here. And to learn more about AARP Fraud Watch Network, visit: www.aarp.org/fraudwatchnetwork.