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ASOS shares closed down 10.6% at 449 pence on 6 October 2026 after app users received an unauthorised notification claiming that attackers had “fully compromised the Snowflake instance.” ASOS confirmed the notification and said it is investigating unauthorised activity involving third-party customer-communication platforms. The Snowflake breach claim came from the notification itself and has not been verified.
What happened to ASOS customers?
At around 10am BST on 6 October, ASOS app users received an unsolicited push notification addressed to the retailer’s data protection officer and IT team. It read: “Dear ASOS DPO and IT, we have fully compromised the Snowflake instance. Engage with us, or we will leak it.” The message also reportedly linked to a Telegram channel attributed to a group calling itself “Xuanye”; that attribution is unverified.
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ASOS described the incident as an “unauthorised customer notification” and said it was investigating “unauthorised activity involving third-party platforms” used to communicate with customers. The company restricted access to the relevant platforms, brought in specialists and contacted authorities. The National Cyber Security Centre reportedly offered assistance.
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ASOS said basic personal information, such as names and contact details, may have been accessed. It does not believe payment-card data or account passwords were affected. The company has not published a confirmed number of people whose information may have been accessed, nor established whether data was taken out of its systems. A headline referring to millions of notification recipients is not evidence that millions of customer records were breached.
#1 Best Overall
- Package Includes: you will get 12 cute Christmas mini plush snowflakes, 4 styles, 3 pcs each, each snowflake is wearing a blue scarf and embroidered with a cute expression; Meet your Christmas gift giving needs or home decoration needs.Note: Because it is vacuum packed, you need to tap the plush snowflakes several times after receiving the goods, and wait for a few hours to return to its original state
- Lovely Design: these winter mini plush snowflake toys have snowflake shapes and cute expressions; They are all wearing scarves; Inspired by winter that captures the essence of winter; Create a warm atmosphere for your home as tabletop decorations
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ASOS said its website and app were operating normally. It also said it had cyber insurance that includes business-continuity cover and that it was too early to quantify any effect on trading.
Was Snowflake hacked?
That is not established. “Snowflake instance” appeared in the attacker-authored notification, but ASOS has not named Snowflake in its description of the investigation. The wording does not prove that Snowflake’s own systems were breached or that data was taken from them.
Rank #2
- What You Will Get: you will receive 18 pieces of winter plush toy snowflakes, there are 6 colors of these stuffed snowflake scarf, 3 pieces per color; Sufficient quantity and various styles, sufficient for your personal use needs and party needs
- Snowflake Design: each snowflake Christmas stocking stuffer for kids has been carefully designed and looks realistic and cute, it comes in different colors; Each plush soft snowflake for classroom has smile face on its face; If you own it, you will be happy
- Suitable Size: winter plush soft snowflakes for kids are about 3.9 inches/ 10 cm, These cuddly snowflakes are ready to snuggle down for the holidays; Ideal for indoor and outdoor use; You can use them in the way you need, creating an unforgettable moment for your loved one
- Reliable Material: the plush snowflakes are made of plush fabric, it feels very soft and comfortable; With nice workmanship and delicate stitches, they are soft, durable, comfortable to touch, not easy to break, deform, or wear out, suitable for long time use
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A Malwarebytes researcher described the connection as indirect: ASOS reportedly uses Simon AI for marketing, and Simon AI runs on Snowflake. That reported relationship may explain the reference, but it does not verify the attacker’s claim or identify how the unauthorised activity occurred. Snowflake shares fell about 2% on Tuesday morning, but a share-price move is not evidence of a platform breach.
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There is a relevant but separate precedent: during the 2024 Ticketmaster and Ticketek incidents, Snowflake said it had found no evidence that its platform was breached through a vulnerability or misconfiguration. That earlier statement concerned those incidents, not ASOS, and cannot determine what happened here.
Rank #3
- This plush is approx. 5" x 3.5" x 4.5" in size
- Made from high-quality materials for a soft, fluffy touch.
- Fits in the palm of your hand!
- Own the whole #palmpalsparty collection!
- Holds bean pellets suitable for all ages to ensure quality and stability.
How ASOS shares moved
News reports put ASOS’s steepest intraday fall at roughly 13% to 14.5%, before the shares recovered part of the loss. They closed 10.6% lower at 449 pence. One report described the intraday move as the sharpest since May 2023. The fall followed the notification and uncertainty around the investigation; it does not establish the cause, scope or financial consequences of any security incident.
What ASOS customers should do
- Be cautious with emails or texts that refer to the incident, especially messages asking you to click a link, provide credentials or make a payment. The notification’s claims and the “Xuanye” attribution have not been verified.
- Use a unique password for your ASOS account. Although ASOS says it does not believe passwords were affected, reusing a password across services can expose other accounts if credentials are compromised elsewhere.
- Do not treat the push notification as an official ASOS security instruction. Follow updates from ASOS through its usual website or app, rather than links in unsolicited messages.
What remains unknown
As of 7 October 2026, ASOS had not publicly confirmed the cause of the unauthorised activity, the number of affected customers, or whether customer data was exfiltrated. No Snowflake or Information Commissioner’s Office statement had been located in the cited reports. These details may change as ASOS’s investigation develops.
Quick Recap
Best Value
- What You Will Get: you will receive 24 pieces of winter plush toy snowflakes, there are 6 colors of these stuffed snowflake scarf, 4 pieces per color; Sufficient quantity and various styles, sufficient for your personal use needs and party needs
- Snowflake Design: each snowflake Christmas stocking stuffer for kids has been carefully designed and looks realistic and cute, it comes in different colors; Each plush soft snowflake for classroom has smile face on its face; If you own it, you will be happy
- Suitable Size: winter plush soft snowflakes for kids are about 3.9 inches/ 10 cm, These snowflakes are ready to snuggle down for the holidays; Ideal for indoor and outdoor use; You can use them in the way you need, creating an unforgettable moment for your loved one
- Reliable Material: the plush snowflakes are made of plush fabric, it feels very soft and comfortable; With nice workmanship and delicate stitches, they are soft, durable, comfortable to touch, not easy to break, deform, or wear out, suitable for long time use
- As a Christmas Gift: looking for cute Christmas stocking stuffers or Christmas carnival prizes? These cute plush snowflakes, with their blushing smiles, look lively and charming, they are very suitable as gifts; Use them as party decorations or party favors at your yuletide party, or hand them out to students at your child's winter
Rank #4
- Shimmering Design: In her shimmering snowflake cape, this Elsa plush doll captures the magic of Frozen. Perfect for your collection of Disney Princess toys, it's a must-have for Disney plushy fans!
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- Magical Adventure: This Elsa stuffed doll promises wintry dreams of adventure. This plush toy makes a great gift for girls who adore Disney dolls. Pair with the 14" Anna Plush doll, sold separately.
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