Amazon.com, the online retail company, is reviewing its global advertising arrangements in a move that means HHCL & Partners will be dropped as the brand's agency in the UK, where it spends pounds 4.5 million.
A global media review of the account - which is held by Total Media in the UK - is expected to follow in line with the creative review.
The online giant, which is understood to want to appoint a global network to match its global positioning, is inviting undisclosed creative agencies to pitch for the business.
The winning network will create advertising to run in Amazon's major markets: the US, UK, Japan, France and Germany.
The pitch, which is being run out of Amazon.com's headquarters in Seattle, Washington, is in its early stages, with a first round of presentations occurring in the run-up to Christmas.
The creative account is handled by Foote Cone & Belding in the US.
It is understood that HHCL will not be included in the review because of its lack of a global network.
The agency was appointed to the Amazon.co.uk account in September last year following a review out of Banks Hoggins O'Shea/FCB.
Amazon.com, which claims to be the world's largest online book retailer, is one of the strongest online brands in the world.
It has added an increasing number of services to its online offering, and started selling toys and consumer electronics last year, as well as books, music and videos.
Amazon.co.uk, the UK arm of Amazon.com, was launched in October last year.
Earlier this summer, HHCL produced a television and poster campaign, which starred an old Scotsman talking to a young boy about the wealth of opportunities that are available online at Amazon.co.uk.
The review will shock the US advertising market, where FCB's work has picked up a number of creative awards. One campaign used a male choir singing tunefully of the benefits reaped from using Amazon.com in its spots called 'I spent two minutes', 'tons of toys' and 'just a few days to go'. The campaign won a silver Clio at the 41st annual Clio Awards this year.
Amazon.co.uk said it was unaware of the pitch and HHCL was unavailable for comment on the news as Campaign went to press.