Amazon Jewelry & Watches Sales Double in Q2

Amazon.com announced that second quarter 2006 jewelry and watches sales increased more than 100 percent year-over-year. The company did not supply a dollar figure to quantify this increase.

Custom-built engagement ring sales in the second quarter increased 254 percent year-over-year. In addition, Amazon's selection of loose diamonds has increased 30 percent since January 2006, from 2.1 to 2.6 million loose stone/setting configurations.

With the extensive loose diamond selection ranging in price from $235 to $120,000, customers can also choose from a wide range of sizes and cuts. Through Amazon's proprietary "Create Your Own Ring" feature, customers can choose from more than 200 setting styles and many shapes and cuts. The online retailer says the current customer favorite is the round brilliant cut.