Amazon, said to be the world’s biggest advertiser, is reportedly upping its spend on billionaire Elon Musk’s social media platform X, formerly Twitter.
This is a significant shift after the online shopping giant pulled back from the microblogging site a year ago over brand safety issues.
A report in the Wall Street Journal said Amazon CEO Andy Jassy was involved in the decision.
Amazon in 2022 spent $US20.6 billion in advertising and other promotional costs, up from $16.9 billion the year before, according to financial statements lodged by the retailer.
Omnicom and WPP last year won the Amazon media pitch.
Omnicom Media Group will run the US and WPP Europe and APAC.
IPG Mediabrands, which won the account in 2013 and kept it in the 2017 pitch, still has Amazon Web Services, Amazon Ads and Amazon Business.
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