Press Release

<< Back Jewelry Sales up More Than 100 Percent in Fourth Quarter 2005

SEATTLE--(BUSINESS WIRE)--Feb. 7,, Inc. (Nasdaq:AMZN) today announced that fourth quarter 2005 jewelry sales increased more than 100 percent year-over-year. In addition to increased selection and lower prices, the company attributes the growth to various enhancements to the Jewelry & Watches store throughout the year, including the addition of loose diamonds, more than 1,000 new watch styles, Amazon Diamond Search and Create Your Own Ring.

"Now more than two years after launch, growth in the Jewelry & Watches store is stronger than ever," said Steven Goldsmith, vice president, Jewelry & Watches. "Customers love's outstanding selection and low prices, as well as helpful online shopping features such as Create Your Own Ring."

Throughout 2005, focused on increasing selection, lowering prices, and delivering best-of-breed online shopping features for customers, including:

Loose Diamonds: A selection of thousands of loose diamonds that range in size from .05 to more than five carats and come in round, princess, emerald, marquise, radiant, pear and oval cuts, giving diamond shoppers immediate access to a large selection of loose diamonds, especially hard-to-find stones. Just in time for Valentine's Day, the store features a large selection of heart-shaped stones ranging in price from $1,760 to $14,970. The product page for each diamond includes in-depth information such as table, depth, symmetry and polish, as well as cut, clarity, color and carat weight.

Amazon Diamond Search: A proprietary tool that enables customers to search thousands of individual stones based on multiple diamond attributes, including shape, price, carat, cut, color and clarity. Amazon Diamond Search was developed by Amazon's technical, usability and jewelry experts to offer customers one of the most effective and customer-friendly diamond search features on the Internet.

Create Your Own Ring: A versatile, easy-to-use online tool that enables customers to easily choose from thousands of loose diamonds and more than 200 setting styles to create a diamond ring that suits both their tastes and budget. Using Create Your Own Ring, customers can quickly and easily select from a large inventory of loose diamonds of various shapes and sizes, virtually set their stone of choice into their preferred setting style, and see a visual representation of the ring before they buy it.

World-Class Watch Selection: One of the largest selections of new watches anywhere, with thousands of styles and hundreds of brands, including Timex, Casio, Citizen, Movado, TAG Heuer, Omega, Fossil, Tissot, Invicta, Bulova and Swiss Army ( Prices range from $10 to $100,000. The Amazon retail business leverages the efficiencies of its business model to offer customers consistently low prices -- often more than 50 percent lower than regular retail prices.

Each piece of jewelry sold by is inspected by jewelry professionals to verify quality attributes and ensure an excellent product. Customers will find detailed product specifications about the gemstones, settings and metal stamps. A Learning Center provides buying guides for pearls, diamonds, precious metals and watches. Loose stones are independently certified to be a specific cut, clarity, color, shape and weight. Finally, the store provides all of the tools and helpful information that customers know and love, such as Customer Reviews, Top Sellers lists, So You'd Like To guides, and Listmania lists.

About, Inc., (Nasdaq:AMZN), a Fortune 500 company based in Seattle, opened 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 its customers the lowest possible prices. 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, toys and baby, and home and garden.

Amazon and its affiliates operate websites, including,,,,,, 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.

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