Amazon Doubles Diamond Jewelry Sales in First Quarter

Retail diamond sales at Amazon.com increased more than 100 percent in the first quarter of 2008, the company said Wednesday, though did not reveal specific figures. Amazon added that an increasing number of its customers are shopping the Amazon.com Jewelry store.

Diamond chronograph watches were reportedly "extremely" popular with Amazon customers in the first quarter. Among the top-selling styles were a 14k white gold journey curve pendant, an assortment of princess-cut diamond solitaire rings and 1 carat round cut diamond stud earrings. Black diamond pendants and diamond-accented watches also did very well. These items are sold in ranges of $200 to $40,000.

Amazon added over 450 new diamond jewelry styles in the first quarter. One of the leading top sellers was the black diamond infinity pendant. Top-selling diamond watches included the Movado Diamond Amorosa watch, the Seiko Coutura watch and the Invicta Limited Edition Diamond chronograph watch.

"Our customers are increasingly purchasing luxury goods, like diamonds," said Peter Lai, director of Amazon's jewelry and watches store.