The site is part of the £44m 'Parent Know How' programme, which was set up last month by the Department for Children, Schools and Families.
Amazon's brief includes branding, marketing and media relations support for the launch of the service, which goes live in August. The agency will target mainstream and consumer media but will place emphasis on reaching fathers, through men's media and the parents of disabled children. Account manager Kirsty Lee will head up the account.
The service focuses on the relationship between parents, not the parent-child relationship. It will include self-assessment tools, weblogs and forums that will be moderated by experts.
'Poor quality relationships undermine good parenting,' said Amazon director Tony Josephs. 'This initiative is important.'