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Amazon.com and ''A Treasure's Trove'' Author Michael Stadther Launch International Online Treasure Hunt

SEATTLE & NEW CANAAN, Conn.--(BUSINESS WIRE)--July 26, 2006--Amazon.com (Nasdaq:AMZN):

    --  First-of-Its-Kind Contest Leads Treasure Hunters from around
        the World to $50,000 in Aaron Basha Rings by Following Hidden
        Clues Found Exclusively on Amazon.com and Five of Its
        International Web Sites

    --  Hunt Whets "Trovers'" Appetites for Author's Upcoming Book,
        "Secrets of the Alchemist Dar"

Amazon.com (Nasdaq:AMZN) and Michael Stadther, renowned author of "A Treasure's Trove" and the soon-to-be-released "Secrets of the Alchemist Dar," announced today the launch of an international online treasure hunt designed by Stadther and hosted exclusively on Amazon.com in the United States and five of the company's international Web sites: Canada (Amazon.ca), United Kingdom (Amazon.co.uk), Germany (Amazon.de), France (Amazon.fr) and Japan (Amazon.co.jp). Participants must have a valid login for the applicable Amazon site. Amazon.com customers in the U.S. can participate by visiting www.amazon.com/treasurehunt.

On each of the six sites, customers will find a self-contained treasure hunt where they can search for nine clues that will reveal a secret puzzle. Each country's winner, with the exception of Japan, will receive a ring crafted by renowned jeweler Aaron Basha valued at $10,000. Japan's winner will receive an alternative prize in accordance with Japanese law.

Stadther, who is widely acknowledged as having launched the current nationwide treasure hunting phenomenon with his first book, "A Treasure's Trove," created a special nine-piece puzzle for Amazon.com, one piece of which appears each time a contestant deciphers a clue. The first customer from each of Amazon's six Web sites to correctly decipher all nine clues and solve the puzzle will be declared the winner. A new clue will be released each week beginning today, with the final clue appearing on Sept. 19.

"The purpose of working with Amazon in creating this first-of-a-kind online treasure hunt is to explore the power of the Internet. This is a fun and relatively easy hunt that I hope encourages families all over the world to work on the clues together, just as families did with 'A Treasure's Trove,' and as I hope they will with my new book, 'Secrets of the Alchemist Dar,'" said Stadther. "This contest is also an entertaining way for people to explore the treasures that lie within the Amazon.com Web site."

This is the first time in Amazon.com's history that it has simultaneously engaged so many of its international sites in such a contest, a contest it hopes will introduce its tens of millions of customers to some of the newer shopping experiences on the Web site.

"When Michael published 'A Treasure's Trove,' he ignited the current nationwide treasure hunting phenomenon," said Laura Porco, director of merchandising at Amazon.com. "As our customers look for and solve the clues of this unique online treasure hunt, we hope they experience Amazon.com in a way they have never experienced it before."

In addition to the online treasure hunt conducted exclusively on Amazon.com's Web sites, the Sept. 26 release of Stadther's new book, "Secrets of the Alchemist Dar," offers intrepid treasure hunters around the globe the opportunity, using the clues concealed in the new book's pages, to win one of the 100 rings by Aaron Basha valued together at $2 million. Anyone can look for clues in the book, decipher the clues and, if they meet all of the requirements in the Official Rules printed in "Secrets of the Alchemist Dar," claim a ring.

"Secrets of the Alchemist Dar" is a sequel to "A Treasure's Trove," the enchanting, classic fairy tale, written and illustrated by Michael Stadther. "A Treasure's Trove" was first published on Nov. 12, 2004, and rapidly climbed the nation's bestseller lists, where it remained for months, selling more than 500,000 copies. The book's pages contained clues that, when successfully deciphered, led readers to the exact locations of 18-karat gold tokens hidden throughout the continental U.S. The gold tokens were redeemable for one-of-a-kind jewels with a combined value of more than $1 million. Tens of thousands of avid treasure hunters, of every age, were dubbed "trovers" by the media and raced all over the United States in search of the hidden tokens.

"Secrets of the Alchemist Dar" is currently available for pre-order on Amazon.com for $14.29 -- a savings of 35 percent. The book is being distributed in its English language version worldwide by Simon Scribbles, a division of Simon & Schuster Children's Publishing. For more information on "Secrets of the Alchemist Dar" and Michael Stadther, please visit www.alchemistdar.com.

About Amazon.com

Amazon.com, 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. 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, toys and baby, and home and garden.

Amazon and its affiliates operate websites, including 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 Treasure Trove, Inc.

Treasure Trove, Inc., based in New Canaan, Connecticut, is the publisher of the bestselling "A Treasure's Trove" and the Sept. 26, 2006 release "Secrets of the Alchemist Dar." It also produces family entertainment products that include coloring and activity books, puzzle books, audiobooks, and e-Books.

About Aaron Basha

Aaron Basha is known for his collection of magical treasures and masterful designs originated of 18 karat gold, gemstones, and colored enamel. His name is internationally recognized for the signature jeweled Baby Shoes, Love Bugs, spectacular diamond designs, and a high profile celebrity clientele.

Aaron Basha has an extraordinary family history dating as far back as 1906. Son to a mother who served as a jewel merchant to Middle Eastern royals and a father who prospered as a pearl dealer, Aaron traveled often. Inspired by his excursions through the Persian Gulf cities and India, he acquired a love of rare jewels very early on. It was in 1959 that Aaron first began designing his own pieces and has since established himself as a Madison Avenue magnate and industry leader. Today, with the help of his wife and four children, Aaron Basha continues to delight the world with his whimsical charms and ever-expanding fine jewelry collection.

Aaron Basha's flagship boutique is located on Madison Avenue, NYC. Renowned retailers worldwide featuring the Aaron Basha line are located throughout the United States, the United Kingdom, Russia, Japan, Hong Kong, the Middle East, Europe, Latin America and the Caribbean Islands.

"We are thrilled to be a part of the adventure of 'Secrets of the Alchemist Dar,'" says Aaron. "Our designs are known to charm the child at heart; may the rings of eternal life bring fun, play and love!"

    For more information please visit www.aaronbasha.com.

    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 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, significant amount of indebtedness, inventory, limited operating history, government regulation and taxation, payments, fraud, consumer trends, 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, 2005, and all subsequent filings.


    CONTACT: Amazon.com, Inc., Seattle
             Sean Sundwall, 206-266-4322 (Media Relations)
             sundwall@amazon.com
             or
             Euro RSCG Magnet for Treasure Trove, Inc.
             Maryellen Lee, 212-367-6906 (Media Relations)
             maryellen.lee@eurorscg.com

    SOURCE: Amazon.com, Inc.

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