LONDON — Amazon is reshuffling its UK PR roster after parting ways with two of its retained agencies in the market, the Holmes Report has learned.

The e-commerce giant has stopped working with Bite Communications and Unity, both of whom were appointed two years ago alongside Ideas Network and existing partner Mission.

Both Bite and Unity confirmed the developments. Bite GM Kath Easthope noted that her firm would not repitch for its digital and devices brief, which included Kindle, Lovefilm and music.

“We’re incredibly proud of the work we’ve done with Amazon over the years – it’s been quite the journey and as an agency, we’ve produced some of our best ever results," said Easthope. "We’ve enjoyed the collaboration and the experience of working with such a progressive brand. Things change however and we won’t be re-pitching the account."

Easthope added that the work had given Bite "an amazingly rich experience across film, music and devices, which we can bring to bear on other global brands."

Unity, meanwhile, ended its work for Amazon's retail offering, including homeware, beauty, DIY and gardening, last year. Unity co-founder Nik Govier described the relationship as a "culture clash."

"Ultimately, we were just a bad fit for each other, so we agreed mutually to part ways," Govier told the Holmes Report. "They are so inventive as a business — they actually just need people to distribute their news. We work particularly well with businesses that need a lot of creativity brought to them."

Amazon continues to work with Mission, which oversees fashion PR, and last year brought in House PR to support the launch of its Mr Robot series. Representatives from the company did not respond to request for comment as this story went live.