SINGAPORE — Amazon has retained Archetype as its PR agency of record in Singapore following a competitive review, the Holmes Report has learned.

The decision follows Amazon's expansion in Singapore since its launch in 2017. The company has previously worked with Ogilvy in Singapore, with the firm securing the company's Global Selling mandate across multiple Asian markets last year. 

It is understood that Archetype's remit includes consumer and corporate PR for Amazon, which remains a small player in Singapore's ecommerce market, competing with such players as Shopee, Korea’s Qoo10, and Alibaba's Lazada.

Unlike other markets, Amazon's presence in Singapore consists of its Prime Now mobile platform, a scaled down version of its full site. A recent report from Google and Temasek estimates that Southeast Asia's e-commerce market will grow to $102 billion by 2025 from $23 billion in 2018.

An Amazon spokesperson confirmed the company had retained Archetype in Singapore but declined to provide further details.