Doug Gurr has been appointed as UK country manager for Amazon, replacing Christopher North who is set to become chief executive of US-based digital photo company Shutterfly on May 31.
Gurr is currently country manager for Amazon in China, a role he has held for the past two years.
He joined Amazon in the UK in 2011 as vice president of its hardlines division, which spans products for the garden and toys.
He previously spent five years as executive development director at Asda from July 2006 to December 2011.
His appointment comes as Amazon ramps up its presence in the UK, with services including Prime Now, Prime Same-Day and its food business Amazon Pantry launching in the last 12 months.
Earlier this year, Amazon also announced it will create more than 2,500 new jobs bringing the total to more than 14,500 by the end of the year.