The move comes as the online retailer - best known for selling books, DVDs and music - looks to broaden awareness of what can be bought on the site.
Amazon has previously used Idea Generation alongside Brave PR, but parted ways with the latter last summer after it was brought in 18 months previously (PRWeek, 22 Jan 2005).
Amazon head of PR for the UK and France Damian Peachey said Idea Generation's newly enlarged brief spans its entire business, including ‘newer' offerings such as Toys and Home & Garden.
Peachey said the challenge would be to ‘raise awareness of our newer categories, ensuring customers know we sell much more than just books and music. But with books we need to maintain our existing strong position in the market'.
He pointed out that Amazon has for some time sold a broader range of products, and even last year launched a ‘Sex & Sensuality' section offering adult merchandise.
The account was awarded without a pitch after Idea Generation undertook a trial project during the run-up to Christmas.
‘It seemed sensible to consolidate the business into one agency,' Peachey said.
Idea Generation MD Hector Proud said: ‘This is a massive win. Building on our performance before Christmas, we're hoping to support its expansion, with the priority being Home & Garden and Consumer Electronics.'