LONDON—Amazon is reviewing its PR agency support in the UK, as it aims to boost its presence across a range of sectors.
The Holmes Report understands that the online giant has released two briefs. One focuses on its core digital entertainment offering, including the Kindle and Lovefilm. The other covers its retail positioning across such areas as homeware, beauty, DIY and gardening.
Amazon shifted its UK PR business to Red Consultancy in mid-2012. While Red focuses on the Kindle activity, Lovefilm has been handled by Mischief in the past.
Agency executives told the Holmes Report that Amazon is currently conducting chemistry meetings for each brief. Both are being overseen by AAR.
While Amazon's dominance of online retail stems from its roots in the media and entertainment markets, the company's broad product offering and tech-savvy business model have helped it make rapid strides since its UK launch in 1998.
Amazon now accounts for 12% of all visits to retail websites in the UK, according to data from Experian. In the past year, furthermore, visits to Amazon increased by 80%.
Electronics and general merchandise have grown to account for 63% of Amazon's total sales, up from 35% in 2007.
Amazon's UK growth has not come without controversy. The company has been criticised for tax avoidance, while working conditions at its warehouses have also been scrutinised.
Yesterday, meanwhile, Amazon used 'Cyber Monday' to reveal that it is testing unmanned drones to deliver goods to customers.
Representatives from Amazon did not respond to request for comment as this story went live.