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Amazon.com Unveils the First The O.C.-Branded Women's Fashion Collection -- Necessary Objects for The O.C.
    SEATTLE--(BUSINESS WIRE)--Aug. 23, 2005--Amazon.com (Nasdaq:AMZN):

    --  Women's Clothing Line Capturing the Look of Television's Most
        Fashionable Show Available Exclusively in Amazon's Apparel &
        Accessories Store

    --  New The O.C. Boutique on Amazon.com Features The O.C. DVDs,
        Soundtracks, Apparel Collection and More

    --  The Third Season of The O.C. Premieres Thursday, September 8
        (8/7 Central) on FOX

Amazon.com today unveiled Necessary Objects for The O.C., the first The O.C.-branded women's fashion collection, now available exclusively in Amazon's Apparel & Accessories Store (www.amazon.com/apparel). Designed by Necessary Objects' Ady Gluck-Frankel with participation from a wardrobe supervisor from The O.C., the line captures the young, contemporary, chic look that is synonymous with The O.C.'s characters and lifestyle.

Also today, Amazon launched a new, dedicated The O.C. boutique, where fans can easily find the new apparel collection alongside all things The O.C. available on the Amazon.com Web site -- the complete DVD sets for the show's first and second seasons, "Music from The O.C." mixes 1-4, the ability to subscribe to The O.C. Insider service and more. The boutique can be accessed through Amazon's Apparel & Accessories Store or by going directly to www.amazon.com/theoc.

Necessary Objects for The O.C. is a 12-piece collection inspired by the diverse personalities and glamorous Southern California lifestyle of the show's fashionistas, pairing unique casual and luxe pieces to create standout looks that seamlessly transition from day to evening. The color palette includes the rich tones that are the hallmark of fall fashions -- mallard, heather, deep brown and basic black. The line features pieces with a feminine take on menswear looks, such as extended-tab gauchos, spectacular knit tops adorned with sequins and paillettes and an array of playful skirts, including a full-length satin peasant skirt that can serve as a beach coverall during the day or be dressed up with the tie-back halter vest for a stunning and sophisticated evening look. The collection ranges in price from $38 to $78.

"Amazon's apparel customer is aligned with the O.C. audience -- fashion-forward, Internet-savvy women looking for the newest, hottest looks; however, Amazon also offers a much broader fan base, presenting a unique opportunity to introduce more consumers to The O.C. brand and lifestyle," said Steven Goldsmith, vice president of Amazon's Apparel & Accessories and Jewelry stores. "Necessary Objects is already a valued apparel partner of Amazon's, and we're thrilled to be working with them to bring customers the exclusive Necessary Objects for The O.C. Collection."

"The draw of The O.C. is that people envision themselves living that lifestyle -- they want to dress and look like these fabulous women on the show," said Necessary Objects designer Ady Gluck-Frankel. "With Necessary Objects for The O.C. we're allowing fans to tap into that look, in a shopping experience they are already familiar with at Amazon.com."

"Amazon was the logical place to offer Necessary Objects for The O.C. for many reasons, including its ability to provide 'retail immediacy' -- so that if fans are watching the show and see a look they like, they can jump on their computers at that moment and shop the collection in Amazon's Apparel & Accessories Store," said Lisa Gregorian, senior vice president of Television Creative Services for Warner Bros. Television. "Our audience understands and uses the Internet as an integrated part of their lives."

"We are very excited for the opportunity to extend the style of the show to our fans," said Josh Schwartz, executive producer of The O.C.

The O.C.: The Complete Second Season releases on DVD today and is available at Amazon.com for $48.99, a savings of 30 percent. The highly anticipated third season of The O.C kicks off Thursday, September 8, at 8 p.m. (7 p.m. Central) on FOX.

To see the exclusive Necessary Objects for The O.C. Collection, order The O.C.: The Complete Second Season DVD and discover other The O.C. merchandise, go to Amazon's Apparel & Accessories Store or www.amazon.com/theoc.

About Amazon.com

Amazon.com (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. 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 customers the lowest possible prices. Amazon.com 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.

Amazon.com and its affiliates operate seven retail Web sites: www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.co.jp, www.amazon.fr, www.amazon.ca, and www.joyo.com.

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

About The O.C.

The O.C. centers on a group of friends and families whose lives have forever been changed by the arrival of an outsider to their affluent oceanside community of Newport Beach in Orange County, California. The series returns for its third season this fall on the Fox Television Network (Thursdays 8 - 9 p.m. ET/PT). From Wonderland Sound and Vision, College Hill Pictures in association with Warner Bros. Television Production Inc., The O.C. is executive-produced by Josh Schwartz, Bob DeLaurentis and McG. Stephanie Savage and Ian Toynton serve as co-executive producers. The series stars Peter Gallagher (Sandy Cohen), Kelly Rowan (Kirsten Cohen), Ben McKenzie (Ryan Atwood), Mischa Barton (Marissa Cooper), Adam Brody (Seth Cohen), Melinda Clarke (Julie Cooper) and Rachel Bilson (Summer Roberts).

About Necessary Objects

Necessary Objects by Ady Gluck-Frankel is a leading force in young contemporary apparel. Ady Gluck-Frankel, founder, creative director and president of the powerhouse brand, is known for her ability to understand her customer's fashion needs and lifestyle. She creates looks that are distinctly Necessary Objects: unique, eclectic, modern and feminine. The company is located in New York City and manufactures domestically -- a strategy that enables Ms. Gluck-Frankel to react quickly to the changing trends her customer demands.

Necessary Objects by Ady Gluck-Frankel always represents the very best quality and style in fashion apparel at an incredible price point. Necessary Objects is a key vendor in better department and specialty stores nationwide and is also sold in Japan, England, France and other countries. Presently the brand has licensees in intimates, outerwear and handbags.

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 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, 2004, and all subsequent filings.


    CONTACT: Amazon.com Media Relations
             Kristin Mariani, 206-266-7180
             or
             D&E Marketing Group
             Della Olsher, 212-696-1242
             demarketinggroup@aol.com

    SOURCE: Amazon.com

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