Published on: August 24, 2026
Amazon has reportedly appointed VML to manage its brand and marketing activities in Australia, replacing Droga5 and expanding the agency’s role to include advertising for Amazon Prime.
According to The Australian, Amazon has made the agency change, although the company has not publicly confirmed the appointment. The move places VML in charge of Amazon’s creative and brand marketing activity as the ecommerce giant continues to strengthen its presence in the Australian market.
The appointment follows Droga5’s recent win of Woolworths’ $8 million advertising account in July, positioning the agency on the other side of an increasingly competitive retail landscape.
Amazon has continued to expand its Australian retail offering across categories such as electronics, beauty, fashion and household products. Its growing focus on grocery represents another significant opportunity as the company looks to compete for consumers’ regular shopping needs in a market led by Coles and Woolworths.
The company’s grocery ambitions gained further momentum in January when Amazon partnered with Harris Farm Markets to offer fresh grocery deliveries through its platform across selected areas of Sydney, Brisbane, Canberra, the Gold Coast and Newcastle.
The partnership enabled Amazon to enter a category where convenience, delivery speed and purchase frequency are key considerations for consumers, while giving Harris Farm access to Amazon’s extensive customer base. Amazon Prime members were also offered free delivery on grocery orders above $100.
Amazon’s Australian creative account transition comes as the company continues to scale its grocery operations internationally. In the US, Amazon has been expanding same-day fresh grocery delivery while continuing to operate its Whole Foods business.
With VML now reportedly taking on the creative remit in Australia, the agency will play a role in supporting Amazon’s broader brand ambitions across ecommerce, Prime and its expanding retail proposition.
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