The retailer has contacted a number of network and independent agencies to manage its creative account.
The brief is understood to include TV, press and outdoor elements, with a view to raising awareness of Play.com and attracting new customers to its service.
Media planning and buying is handled by Target Media, which won the business from Carat following a pitch last November. It is thought to be unaffected by the review.
Play.com's creative task was handled by Beechwood last year. The campaign, which included TV, press and online, pitched Play.com as a rival to Amazon by highlighting the low price of products and the quality of its service.
Play.com's search coincides with heavy partnership marketing in the first half of 2007. In the past few months, it has worked closely with Cocktail Marketing on a number of strategic alliances with companies such as the lingerie retailer Figleaves.com.