A RABBIT from Worcester is jumping for joy after being crowned the Face of Amazon Pets.

Effie beat 28,000 entries from across the UK to become Amazon’s next pet model in its inaugural "Face of Amazon Pets" contest.

Effie the rabbit beat competition from other pet finalists Bob the dog, Scrappy the cat, Harry the pony, Sammy the parrot, Arin the fish and Rango the reptile

Pet photographer and judge, Rachel Oates, photographed pets before they were filmed for a series of 'Petwalk' videos, working their blue steel look for the cameras

The two-year-old female Mini Lop rabbit from Worcester called Effie has been crowned following a nationwide hunt to find official models for the Amazon.co.uk Pets Store.

The contest resulted in proud animal owners across the country posting over 28,000 photos of their beloved pets online using the hashtag #AmazonPets.

The entries were whittled down to a shortlist based on the most likes on Facebook, Instagram, and Twitter.

The seven finalists were invited to a London studio where they were photographed and filmed strutting their stuff on a 'Petwalk', modelling popular pet products available from Amazon.co.uk's Pets Store.

Effie’s owner, Annie Swift from Worcester, said: "Now that Effie is the Face of Amazon Pets, I'm worried she won't get out of her hutch in the morning for less than five carrots. "Managing her ego around our other three rabbits is going to be tricky.

"Effie is a house rabbit and we're going to spend the prize of a £1,000 Amazon Gift Card by treating her to a large outdoor run so she can explore the garden safely, as well as a variety of toys and treats for her and the other rabbits to keep them active, entertained and happy."

Effie was chosen by a judging panel of three pet experts and follows in the paw prints of a number of celebrity rabbits including Kylie Jenner’s bunny Bruce and Miley Cyrus’s rabbit Jack.

The Face of Amazon Pets judging panel included pet photographer Rachel Oates, who snapped all seven animal finalists, and owns Winny the corgi whose Instagram account @winnythecorgi has almost 24,000 followers.

“The animals were true professionals on the shoot. It was such a joy to be part of the process and Effie is such a deserving winner,” said Rachel Oates, Face of Amazon Pets photographer and judge.