Diamonds are Amazon's best friend

SEATTLE Amazon.com today reported a 100% increase in diamond sales in its 2007 fourth quarter compared with its 2007 fourth quarter.

According to Amazon, top sellers included platinum diamond stud earrings and the 2 carat round cut stone. In addition, gemstones saw strong sales in the fourth quarter, with topaz styles being the top performers.

“We’re very excited about the growth in our Jewelry store,” said Peter Lai, director of Amazon.com Jewelry and Watches store. “Not only are our customers choosing to purchase shoes, electronics and beauty items from Amazon.com, but they are also choosing to make, at times, very personal purchasing decisions with us, such as diamonds, and we take that very seriously.”