Huge Amazon Prime advert on Northumberland Street sparks concern for Newcastle shops; The massive electronic billboard on Newcastle's main shopping street has been promoting the online retail giant this week.

Byline: By, Daniel Holland

A massive advert for Amazon's Prime Day on Newcastle's main high street has sparked concern among councillors.

Shoppers on Northumberland Street have been greeted this week by the sight of the area's huge electronic billboard promoting the online retail giant's cut-price deals on October 10 and 11. The display has led to worries about the potential impact on city centre traders, amid the wider decline of high streets across the UK.

Lib Dem councillor Greg Stone questioned whether allowing an ad for Amazon to dominate the street scene at the Haymarket end of Northumberland Street "sits comfortably" with Newcastle City Council's regeneration plans for the city's premier shopping destination.

Coun Stone told a meeting of the council's economy, jobs and skills scrutiny committee on Monday: "The council is taking advertising money from Amazon to promote Amazon Prime and its services. I am not sure that it sits comfortably with its ambitions for Northumberland Street retailers if they are taking money from Amazon for those big screens."

The local authority clarified that it does earn revenue directly from companies that advertise on the big screen, which is operated by City Outdoor, only from its lease of the billboard. A Newcastle City Council spokesperson said: "The council does not receive any funding from any advertisers or from adverts that are displayed on the screen.

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

"We remain committed to supporting local businesses and delivering on our...

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