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 online giant is inviting undisclosed creative agencies to pitch for the business.
The review was a shock to FCB, whose work 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.