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The world’s largest advertiser is conducting a review of its $20.6 billion media account. Amazon, which has been working with Interpublic’s Initiative since 2017, is reassessing its media partnerships as it continues to expand, particularly with the introduction of ads on its Amazon Prime network.
Amazon’s services encompass a broad range, including Amazon Ads, Amazon Prime, Amazon Web Services, and Whole Foods, in addition to its core delivery business.
Amazon stated: “As part of our regular business practices, we routinely review existing relationships with third-party vendors and partners. Based on these reviews, we may choose to solicit proposals from vendors interested in working with us. We look forward to the proposal process in this case and will evaluate the best next steps for our businesses after reviewing the submissions.”
Given the scale of this business, it could be divided by sector or region. All major holding companies are expected to participate, with Omnicom’s OMG currently leading in terms of significant new business wins.