Amazon.com has appointed Wieden & Kennedy to handle its $50m (&£35m) global creative account.
The Internet retailer called a global review of its advertising agencies in December last year, as part of a plan to position itself as an international company.
FCB Worldwide, which had held the $37m (&£26m) US business for three-and-a-half years, resigned the account shortly after being invited to take part in the review.
The move also ends Amazon’s relationship with HHCL & Partners, which held the &£5m UK account but was excluded from the pitch because of its lack of a global network.
Amazon’s global media arrangements are also being reviewed and a decision is expected to be announced shortly. Total Media currently handles media buying for Amazon.co.uk.
No one at Amazon.com was available for comment, but it is understood that an official announcement will be made later this week.
Amazon.co.uk, the UK arm of the company, which claims to be the world’s largest online book retailer, was launched in October 1999.
Last week the UK site launched an online electronics store, selling DVD players, digital cameras, webcams and consoles, following the success of a similar venture by its US parent.