SLOUGH--Amazon has stunned four-year incumbent Nelson Bostock by shifting its UK consumer PR brief to Red Consultancy without a pitch.

The Holmes Report understands that Red has already begun working on the online retailer's £250K account.

Nelson Bostock initially won the business in 2008, before repitching and retaining the business 12 months ago. The account was serviced by the firm's consumer arm, Fever. It is understood that Red took part in last year's repitch.

Nelson Bostock MD Lee Nugent and Red Consultancy CEO Mike Morgan declined to comment. Representatives from Amazon did not respond to request for comment as this story went live.

One source familiar with the situation said that Amazon is aiming to further develop its brand in the UK, amid widespread service expansion and acquisition, such as its purchase of Lovefilm last year. "They are looking for more mass appeal," said the source.

In addition to its core books and entertainment offering, Amazon has broadened its UK product portfolio to include such items as grocery, apparel and, potentially, office supplies.

The news comes as Amazon announces a surprise tie-up with Waterstones to sell ebooks at the bookstore's physical locations.