Press Release

<< Back Jewelry Store Launches New Custom Diamond Ring Creator; Customers Can Now Choose their Own Loose Diamond, Setting Style and Precious Metal to Create the Perfect Diamond Ring and Buy it at the Best Possible Price--Online or Offline

SEATTLE--(BUSINESS WIRE)--Aug. 2,, Inc. (NASDAQ:AMZN) today announced that customers can now create their own custom diamond rings in the Jewelry & Watches store ( Create Your Own Ring is a versatile, easy-to-use online tool that enables customers to be more deeply involved in the important process of discovering the perfect diamond ring.

"Selecting a diamond engagement ring is a watershed event in customers' lives, and Amazon's Create Your Own Ring enhances that experience by allowing customers to take a more active role in the creation of a special piece," said Russ Grandinetti, vice president, Jewelry. "Create Your Own Ring allows customers to experiment with placing diamonds of varying shapes and sizes into assorted settings and precious metals--it's very easy and a lot of fun."

Using Create Your Own Ring, customers can quickly and easily select from a large inventory of loose diamonds of various shapes and sizes, and virtually set their stone of choice into one of more than 200 setting styles. Setting styles are available in platinum, 14 or 18 karat white or yellow gold, and white and yellow gold combinations. Because does not incur many of the operational costs of a traditional jewelry retailer, the company is able to offer these rings, and all of its fine jewelry, at the lowest possible prices--online or offline.

    Create Your Own Ring customers can choose from:

    --  An inventory of more than 17,000 loose diamonds ranging from
        .25 carat weight to more than five carats.

    --  Eight diamond shapes including Round, Princess, Marquis,
        Emerald, Radiant, Pear, Oval and Heart.

    --  Forty distinct varieties of solitaire, side-stone, bezel,
        vintage and gemstone styles.

    --  Platinum, 14 or 18 karat white or yellow gold, and white and
        yellow gold combinations.

Create Your Own Ring was developed by Amazon's technical, usability and jewelry experts to offer customers the easiest and most versatile ring-design tool online. With more than one million possible ring combinations available on, Create Your Own Ring helps customers navigate the vast selection, quickly zero in on their favorites, and make the best purchasing decision based on their needs. Helpful information on all aspects of buying a diamond ring is built into every step of the ring creation process, so customers need not visit a separate learning center for detailed guidance and information.

Each diamond sold by is certified by the most respected labs and then inspected by's own jewelry professionals to verify quality attributes and ensure an excellent product. Diamonds arrive in an elegant finished-wood jewelry box accompanied by a diamond grading report and information about how to care for the stone.

About (NASDAQ:AMZN), a Fortune 500 company based in Seattle, opened its virtual doors on the World Wide Web in July 1995 and today offers Earth's Biggest Selection. 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 customers the lowest possible prices. and third-party 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, toys and baby, and home and garden. and its affiliates operate seven retail websites:,,,,,, and

As used herein, "," "we," "our" and similar terms include, Inc., and its subsidiaries, unless the context indicates otherwise.

Forward Looking Statement

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, management of growth, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions, and strategic transactions, foreign exchange rates, system interruption, consumer trends, inventory, limited operating history, government regulation and taxation, fraud, and new business areas. More information about factors that potentially could affect's financial results is included in's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 31, 2004, and all subsequent filings.

    CONTACT:, Inc.
             Jani Strand or Tracy Ogden, 206-266-7180

    SOURCE:, Inc.

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