The online giant has unveiled a series of Christmas adverts in its ‘Let’s smile together’ campaign featuring animated delivery boxes with the smile logo. The various adverts will focus on specific moments during the holiday season including Black Friday, Christmas parties and gift-giving.

The 90-second Christmas advert features a new romance on a train, a tap-dancing shop assistant and an older couple dancing.

Amazon vice president of global creative Simon Morris said: “What matters most at Christmas is spending quality time together, with loved ones, family and friends. This campaign is about those special moments that we all share at this time of year and how Amazon helps to deliver smiles and play a small part in creating these wonderful memories.”