Be wary of scams as Amazon Prime Day kicks off, experts warn

NEW YORK (AP) — Amazon Prime Day is here. And, once again, experts are warning consumers of scams. 

Scams targeting online shoppers — often by impersonating companies like Amazon and other major retailers — are nothing new. But phishing attempts increase amid busy spending seen during significant sales events — from Black Friday to, of course, Prime Day, according to the Better Business Bureau. 

“This is a huge moment on the retail calendar," Josh Planos, vice president of communications and public relations at the Better Business Bureau, told The Associated Press. "And because of that, it represents an enormous opportunity for a scammer, con artist or even just an unethical business or organization to capitalize on the moment and separate folks from their hard-earned money.” 

Prime Day, a two-day discount event, kicks off on Tuesday and runs through Wednesday. In guidance published last week, the Better Business Bureau reminded consumers to watch out for lookalike websites, too-good-to-be-true social media ads, unsolicited emails or calls and more near Prime Day and other sales events this month beyond Amazon's.