Amazon has opened an advertising research lab in Washington DC to support its efforts to build out its US advertising operations in Europe.
The move comes as the US company faces scrutiny for its growing influence over US political advertising and advertising practices.
A spokesperson for Amazon said the new lab will be located in Washington’s historic National Gallery of Art and will help develop advertising and online campaigns across the US, UK and Canada.
The lab will create and train US advertising professionals to work in the field and support Amazon’s strategy of becoming a global player in the advertising industry, said the spokesperson, who did not elaborate.
Amazon has said it aims to reach 2 billion people across the world in the next three years, a target it says it has surpassed.
Amazon has previously opened a research lab to study digital advertising and its role in driving the growth of online shopping.
In 2015, Amazon opened its US research lab, which will focus on digital media and social media, and to help improve its online advertising and marketing efforts.
The company is also in talks with local US advertising firms to improve their ad practices.
Amazon is expected to spend more than $1 billion over the next five years on advertising, according to Bloomberg.