Protect what Matters: Your Customers’ Trust
With a customer-first approach to fraud prevention, AARP offers a powerful model for how brands can work to build safer, more trustworthy online experiences.
A Guide for Brands
Help Protect Consumers and Harness Loyalty in the Fight Against Fraud
This guide provides practical recommendations for companies seeking to safeguard consumers from brand impersonation fraud. Ultimately, the goal is to empower brands to help better protect consumers.
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
FEATURED COLLABORATION
Amazon experts from across the U.S. walked us through the products and tools they use to prevent, detect, and stop scams.
Amazon invited AARP to take a peek behind the scenes in a series of workshops covering different aspects of the customer journey – from scam prevention and victim support to holding scammers accountable. We also explored scam-related content in Amazon stores and spoke with Amazon customer service agents to hear about the important work they do to help customers exposed to scams.
Testimonial from Amazon
"Working alongside AARP has provided valuable insights into how we can better protect consumers from impersonation scams. This collaboration supports our vision to build a world where consumers are confident they won't fall prey to bad actors who impersonate our brand or anyone else's."
Abigail Bishop
Head of External Relations for Customer Experience Integrity, Amazon
The Importance of Customer Centric Fraud protection
When a customer becomes a victim of fraud, their first interaction with a company’s support team can shape their lasting impression of the brand.
In today’s rapidly evolving fraud landscape, scams are growing more sophisticated—and more personal. Every day, consumers face phishing schemes, imposter scams, and fraudulent links that can wreak havoc on their finances and peace of mind.
That’s why it’s critical for brands to go beyond basic fraud warnings and adopt a customer-first approach to fraud education, prevention, and response. Consumers need reassurance, guidance, and trust—especially in their most vulnerable moments. Tools and services must be designed not just for functionality, but with empathy for the person in crisis.
According to the Federal Trade Commission, the following amount was stolen from U.S. victims in 2023 alone:
$158.3 Billion
or
$300,000
per minute
or
1 Year Revenue
for a Fortune 25 company
Fraud Victim Testimonials
AARP Fraud Watch Network™ works closely with scam victims and regularly hears firsthand accounts of their experiences. These stories have given us a deep understanding of the tactics scammers use and have inspired numerous insights about how companies can better protect and educate their customers.
In The News
AARP launched our Guide for Brands work at the National Retail Federation Protect Conference in June 2025
Let's Work Together
AARP’s mission is to empower consumers to live safely and securely—and we believe companies can be powerful allies in that mission. By working together, we can ensure that customers have the resources, support, and confidence they need to protect themselves and recover from fraud.