Amazon.com Adds Loose Diamonds to Jewelry Store

Online megastore Amazon.com announced this morning (Wednesday) that it has started selling loose diamonds on its online jewelry store at “industry-leading prices”.

At 9 am (EST) there were fewer than 15,000 stones on offer, with prices ranging from $108,935 for a 5.02 carat, emerald cut, E / VVS2 stone of “fair” quality, to $225 for a round, 0.27 carat, F / SI2 diamond.

The diamonds are certified by the GIA.

The company also introduced ‘Amazon Diamond Search’, a proprietary search tool that enables customers to perform a search based on the four C’s, price and quality of cut, oddly titled Cut.

Amazon announced that the addition of loose stones and the diamond search tool “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”.

According to Russ Grandinetti, vice president, Amazon.com Jewelry, "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".

Jewelry and loose diamond retailing has been revolutionized in recent years by the advent of online trading, giving diamond shoppers better access to a larger selection of loose diamonds at competitive prices.

Each diamond sold by Amazon arrives in a finished-wood jewelry box accompanied by the diamond grading report and information about how to look after the stone.