Amazon.com, Inc. on Tuesday said that its retail diamond sales increased more than 100 percent in the first quarter of 2008. However, the company does not release actual sales figures.

“We are very pleased that more and more of our customers are discovering the huge selection and convenience of Amazon.com’s Jewelry and Watches store,” said Peter Lai, director, Amazon.com Jewelry & Watches store. “In addition to everyday items like books, electronics, shoes, and beauty products, our customers are increasingly purchasing luxury goods, like diamonds, on Amazon.com as well.”

Pendants, stud earrings (in all sizes), and diamond chronograph watches were “extremely popular” in the first quarter, said the Seattle-based Internet retailer. Among the top-selling styles were a 14k white gold journey curve pendant, an assortment of princess-cut diamond solitaire rings, and 1-ct. round-cut diamond stud earrings. Black diamond pendants and diamond-accented watches also did very well.

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

JCK