The US e-commerce and technology company kicked off the review in May as it seeks to improve its public image. It followed criticism of its tax arrangements and the working conditions at its warehouses.
It is understood that Lucky Generals and Joint were briefed with creating a campaign to improve the company’s perception. The estimated £8 million, two-year agreement to sponsor Downton Abbey will form a key part of this.
The agencies will also be responsible for producing work across Amazon’s portfolio of products, including the Kindle range of e-book readers and tablets, as well as the core online retail division.
Amazon becomes Downton Abbey’s fourth sponsor, following Aviva, P&O Cruises and Tesco Finest. The fifth series of the period drama is due to begin on 21 September.
The appointments mark a significant change in strategy for Amazon, which has traditionally used US-created activity in the UK. Its US creative agency is the independent Wongdoody, based in Los Angeles and Seattle.
Amazon hired Initiative as its global media agency in May 2013.
Lucky Generals, Joint and Amazon would not comment on the appointment.