Amazon.com Adds Loose Diamonds to Jewelry Store at Industry-Leading Prices; Jewelry & Watches Sales Maintain Triple Digit Growth During the First Quarter

Business Wire, May 4, 2005

SEATTLE -- Amazon.com, Inc. (Nasdaq:AMZN) today announced that customers can now find, discover and buy loose diamonds at industry-leading prices in the Amazon.com Jewelry & Watches store (www.amazon.com/jewelry). The company also introduced 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. The addition of loose stones and Amazon Diamond Search is another step in Amazon's commitment to expanding its rapidly-growing jewelry and watches business, which sustained triple-digit growth during the first quarter.

"In Amazon.com's Jewelry store, customers now have the ultimate flexibility in selecting a loose diamond, knowing that they're getting a highly competitive price," said Russ Grandinetti, vice president, Amazon.com Jewelry. "Amazon Diamond Search is a great way to find the stone that best fits your needs and budget. For the customer who wants something very specific, like a pear-shaped stone, or a flawless, colorless stone of a certain shape or size, the Amazon.com Jewelry store is able to offer a wide range of options."

Amazon Diamond Search was developed by Amazon's technical, usability and jewelry experts to offer customers the most effective, and easy-to-use diamond search feature on the Internet. And for each Amazon Diamond Search attribute, the tool features a "Learn" button which offers educational information featured within the original search results screen.

Online jewelry retailing, and now Amazon.com, have given diamond shoppers increased access to a larger selection of loose diamonds, especially for hard-to-find stones. Shoppers in the Amazon.com Jewelry store will find loose diamonds ranging from .25 carats to more than five carats in size with thousands of variations in color, clarity and cut. Each diamond includes in-depth information such as table, depth, symmetry and polish, as well as cut, clarity, color and carat weight. Customers can also view the official certified diamond grading report for each stone. Some examples include:

--Emerald, Good cut, 5.01 carats, F color, VVS1 clarity, for $93,185.

--Oval, Good cut, 2.60 carats, D color, VS1 clarity, for $26,310.

--Radiant, Very Good cut, 2.25 carats, H color, IF clarity, for $15,540.

--Round, Ideal cut, .76 carats, D color, IF clarity, for $5,700.

--Princess, Very Good cut, 1.00 carats, I color, SI2 clarity, for $2,960.

--Round, Ideal cut, .50 carats, D color, VVS1 clarity, for $2,540.

Each diamond sold by Amazon.com is inspected by 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.

Sales in the first quarter represent orders from January 1, 2005 through March 31, 2005.

About Amazon.com

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

Forward Looking Statements

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.