Concern over Amazon advert in Newcastle's main shopping street

A councillor asked if having an Amazon advert in the middle of the shopping area was good news for neighbouring stores

An advert for Amazon displayed on a huge electronic billboard on a main shopping thoroughfare has sparked concern.

A Newcastle councillor questioned whether the promotion for the online retailer would have an impact on shops in Northumberland Street.

It comes ahead of regeneration work in the area aimed at increasing footfall.

Newcastle City Council said it did not earn revenue directly from companies that advertise on the screen.

"The only income the council receives, in relation to it, is from a lease agreement," a spokesperson said.

"We are proud Newcastle is home to a variety of businesses, independent shops and cafés that collectively make the city a popular and thriving shopping destination."

It follows comments from Liberal Democrat councillor Greg Stone, who told the Local Democracy Reporting Service he was concerned to see a billboard at the heart of the city's shopping district deployed "to promote Amazon Prime and its services".

He contended the advert on behalf of the US online giant did not "sit comfortably" alongside local ambitions for the shopping area and its retailers.

Artist's impression of the new paving, seating and plants which form part of redevelopment of the shopping thoroughfare

Mr Stone has previously complained that Northumberland Street looked "increasingly tired."

The council said it "remained committed to supporting local businesses" and its long-held ambitions to transform the retail space.

It confirmed work to fully re-pave Northumberland Street, as well as add more plants, additional seating and 50ft-high (15m) lighting pillars, is expected to start by the end of the year, once a contractor is appointed.

Last year the council said the city centre had suffered from a lack of investment in public spaces, which had resulted in it becoming "degraded and cluttered"