Lambert played a limited role at the Baggies last season but Villa see him as a useful and affordable option in attack.
Aston Villa could be set to raid their local rivals for Championship experience in attack before the start of the season, with the Birmingham Mail reporting that they are interested in bringing Rickie Lambert across Birmingham from West Bromwich Albion.
Lambert played a very limited role for Albion in his first season at the club after signing in a £3 million deal from Liverpool last summer, featuring just 19 times in the Premier League and netting just once - a penalty in a 3-2 defeat to Leicester City in October.
It has not worked out for the ex-England international, who is now 34, at the Hawthorns, and a report earlier this year suggested that the club are willing to listen to any offers that come in for him this summer.
Though he has been underwhelming for the last two years at the Baggies and Liverpool, the Birmingham Mail report that new Villa boss Roberto Di Matteo is interested in bringing the vastly experienced striker to Villa Park to bolster his attack ahead of the Championship campaign.
Though he has struggled in the top flight since leaving Southampton, Lambert certainly has the pedigree in the Football League as perfectly illustrated by his record before the Saints won promotion in 2012.
Lambert scored 27 goals in 42 Championship appearances to lead the south coast club to immediate promotion following their rise from League One, and had hit 20 goals in a season for three years in a row in the third tier before that.
True, he has undoubtedly entered the twilight of his career, but the Villa staff clearly believe he would add a wealth of experience to their relegated squad, and he only turned down a move to Villa Park in January 2015 because of his desire to stay and fight for his place at his boyhood stadium Anfield.
With just a year left on his deal he would be available for a small fee, and all that remains to be seen is whether he still has the ability and finishing instinct in his locker to contribute largely to Villa's cause next term.