The online entertainment retailer is believed to be using agency selection company AAR to help appoint an agency.
The pitch process is currently at the first stage, and AAR is thought to be requesting credentials.
Nelson Bostock consumer agency offshoot Fever currently handles PR for Amazon.co.uk.
The news comes as Amazon.com announced that it has reached an agreement to acquire the remaining shares in DVD subscription service Lovefilm.
PRWeek’s reputation survey of online retailers (14 January) revealed that 60 per cent of respondents named Amazon as the retailer selling the best range of CDs, DVDs and computer games.
Forty-two per cent said Amazon had the best customer service, compared with just 19 per cent who chose HMV. And 55 per cent said Amazon offered the most competitively priced products, compared with five per cent for HMV.