Amazon.com, Inc. said Wednesday that second quarter jewelry and watches sales increased more than 100 percent year-over-year.

Custom-built engagement ring sales on Amazon.com in the second quarter increased 254 percent year-over-year. In addition, the Seattle-based Internet retailer reported that its selection of loose diamonds increased 30 percent since January 2006 from 2.1 to 2.6 million unique loose stone/setting configurations, with prices ranging from $235 to $120,000. Through Amazon’s proprietary “Create Your Own Ring” feature, customers can choose from more than 200 setting styles and many shapes and cuts.

“More customers are discovering the convenience and value for gift purchases on Amazon.com,” said Steven Goldsmith, vice president, Amazon.com Jewelry & Watches store. “Particularly for engagement rings, customers are finding huge selection amongst some of the lowest prices for high-quality engagement rings.”

JCK