Amazon.com Jewelry and Watch Sales Up More Than 100 Percent in First Quarter 2006.

SEATTLE -- Amazon.com, Inc. (Nasdaq:AMZN) today announced that first quarter 2006 jewelry sales increased more than 100 percent year-over-year. Each quarter, an increasing number of Amazon.com's millions of customers are shopping the Amazon Jewelry & Watches store, especially for important gift-giving occasions -- such as Valentine's Day.

"We're extremely pleased that our strong fourth-quarter momentum continued into 2006," said Steven Goldsmith, vice president, Amazon.com Jewelry & Watches. "We suspect that there were a lot of very happy Valentine's Day celebrations among Amazon.com customers this year."

In the first quarter of 2006, Amazon.com and its merchant partners in the Amazon Jewelry & Watches store sold more than 58,000 styles of jewelry and watches.

Currently, the store is featuring the Top 50 Gifts for Mother's Day, with options ranging from diamond hoop earrings and pendants to classic pearl strands, to Movado and TAG Heuer watches. Customers can shop by material, such as diamonds, gemstones, pearls, platinum, gold or silver; by price, ranging from less than $25 to more than $10,000; and by seller or designer.

Every piece of jewelry sold by Amazon.com is inspected by jewelry professionals to verify quality attributes and ensure an excellent product. Customers will find detailed product specifications about each of the piece's components, including 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 Amazon.com customers know and love, such as Customer Reviews, Top Sellers lists, So You'd Like To guides and Listmania lists.

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 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.

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.