The boss of Amazon.co.uk is returning to the US as part of a management shake-up at the world's biggest e-tailer.

Steve Frazier, 44, has been recalled to headquarters in Seattle 19 months after coming to Britain. He will head the company's "hardlines group", which is said to be its fastest growing section and includes electronic goods, computer games and homewear.

"My family and I go with mixed emotions," Mr Frazier said. "We've loved living here but this is a good business opportunity."

Since he moved across the Atlantic Amazon.co.uk has expanded from selling books and music to products including DVDs, software and electronics.

It has 3m customers and claims to be Britain's most visited retail site. Amazon has increased international revenues by 75% over the past year, mainly in Europe.

"Under Steve's management, our UK site grew to be the number one online retailer in the UK and today has more than 3m customers and a broad product line," said Diego Piacentini, senior vice-president, international, at Amazon.com.

"His strong retail skills and merchandising experience will add great value to our US retail business."

Mr Frazier is replaced by Robin Terrell, a 31-year-old Briton, general manager of books, music and videos at Amazon.co.uk.

He will report to Philipp Humm, who is promoted from head of Amazon's Germany operations to vice-president, Europe.