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Paris Hilton Launches New Jewelry Line Exclusively on Amazon.com
    SEATTLE--(BUSINESS WIRE)--Sept. 1, 2004--

       Hilton's First Commercial Product Line is Featured in an
   Online Boutique that Includes the Entire 10-Piece Collection and
                           Exclusive Content

Amazon.com, Inc. (Nasdaq:AMZN) today announced the launch of the Paris Hilton Collection, a line of jewelry designed by Paris Hilton and available exclusively at the Amazon.com Jewelry Store. Amazon has created a special Paris Hilton Boutique, www.amazon.com/parishilton, where customers can see photographs of Hilton wearing the designs and detailed product images and descriptions.

"I grew up surrounded by the finest fashion and jewelry designs, and I really wanted to create a line that was beautiful and very high quality, yet affordable and available to everyone," said Paris Hilton. "Amazon.com is the perfect place to launch the line because customers everywhere can shop for it -- whether they live in LA or New York or a very small town. This jewelry is for the heiress in everyone."

The 10-piece collection includes necklaces, earrings, a charm bracelet, an ankle bracelet, a belly chain and a belly bar. Priced from $15 to $95, the designs are crafted from the highest quality sterling silver and set with Swarovski crystals. The line is inspired by Hilton's personal style -- feminine, flirtatious and glamorous -- with heart, star and cross motifs.

"The Paris Hilton Collection is a wonderful addition to the Amazon.com Jewelry Store," said Eric Broussard, Amazon.com's vice president of Jewelry & Watches. "The boutique on Amazon.com offers a blend of entertainment and shopping that customers can't find elsewhere, including beautiful images of Paris wearing the jewelry that could be from the pages of a fashion magazine, as well as a personal video message from Paris."

Renowned fashion photographer and artist Marc Baptiste created the images of Hilton wearing the designs that are now featured in the Amazon.com boutique. Behind-the-scenes video footage of the photo shoot is available for viewing in the boutique, as well as footage of Hilton working in the design studio. Hilton also recorded a personal video message to Amazon.com shoppers who visit the boutique.

Every piece from the Paris Hilton Collection is delivered to customers in Amazon.com's signature midnight-blue velvet jewelry pouches, and includes a keepsake card with a note from Paris Hilton featuring her signature tiara logo. While shopping the Paris Hilton Boutique, customers can also purchase "The Simple Life" DVD and pre-order "Confessions of an Heiress," Hilton's new book slated for release this September. To visit the Paris Hilton boutique at Amazon.com, go to www.amazon.com/parishilton.

On the launch day of her new line in Amazon.com's Jewelry Store, Hilton spoke to reporters from Miami, where she is shooting her latest movie, "National Lampoon's Pledge This!" Her other projects include a prominent role in "House of Wax," a movie from Joel Silver, producer of "The Matrix", and a debut CD slated for release this fall.

About the Amazon.com Jewelry Store

Amazon.com's Jewelry Store (www.amazon.com/jewelry) provides the easiest way for customers to find, discover and buy high-quality jewelry and watches at industry-leading prices. As part of the store's high-quality standards, customers will find detailed product specifications, independent certifications, a Learning Center and a Create a Diamond Ring feature all in one convenient destination. The store also features merchandise from merchant partners including Fortunoff, Ice.com, Kane Marie Fine Arts Gallery, Luxuria, Mondera and others.

About Amazon.com

Amazon.com, a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection. Amazon.com seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Amazon.com and other sellers offer millions of unique new, refurbished and used items in categories such as health and personal care, jewelry and watches, gourmet food, sports and outdoors, apparel and accessories, books, music, DVDs, electronics and office, kids and baby, and home and garden.

Amazon.com operates six websites: www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.fr, www.amazon.co.jp and www.amazon.ca.

This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to potential future losses, significant amount of indebtedness, competition, commercial agreements and strategic alliances, seasonality, potential fluctuations in operating results and rate of growth, foreign exchange rates, management of potential growth, system interruption, international expansion, consumer trends, inventory, fulfillment center optimization, limited operating history, government regulation and taxation, fraud, and new business areas. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 31, 2003, and all subsequent filings.


    CONTACT: Amazon.com
             Molly Ingle, 206-266-3111
             ingle@amazon.com

    SOURCE: Amazon.com

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