Amazon Services and Diane Von Furstenberg Studio Announce E-Commerce A

Amazon Services and Diane Von Furstenberg Studio Announce E-Commerce Alliance for Online Apparel Offering

    Business Editors/Technology Writers

    SEATTLE & NEW YORK--(BUSINESS WIRE)--Jan. 17, 2005--Amazon Services, Inc. and Diane von Furstenberg (DVF) today announced that DVF Studio has chosen Amazon Services to operate www.dvf.com. Under this multi-year agreement, DVF plans to launch at www.dvf.com a new website and online magazine powered by Amazon Services e-commerce technology. The launch date for the new DVF.com website will follow DVF's Fall fashion show on February 6. Amazon Services, Inc. is a subsidiary of Amazon.com, Inc. (Nasdaq:AMZN).
    "I am very excited to be able to apply Amazon's technology to my DVF.com shopping Web site and online magazine," said Diane von Furstenberg, designer and founder of DVF studio. "I am the biggest Amazon user. I love it for its excellent customer service and speedy navigation. I'm truly excited by the prospect of having complete control over the site content with the confidence of knowing that we are backed by the legendary online expertise of Amazon."
    According to the agreement, Amazon Services will build and maintain the DVF Studio website. DVF Studio will have complete day in and day out control over the content of the site including all images, product offerings, product descriptions and other content that will enhance the shopping experience. Other features include:

--	Purchase from the Runway -- The new DVF.com website will feature photos from live runway shows and allow customers to mouse over the photos (where they will receive information such as the name of the product and its availability) and with a simple click, add items showcased in the photos to their shopping cart.
--	Map-based store finder -- Customers can easily find a retail location close to them by utilizing a new interactive, map-based store finder feature.
--	Online Magazine -- "DVF Journal," written in online magazine format, will feature a monthly diary written personally by Diane von Furstenberg who will share her travels, recommendations and tips, and weekly horoscopes by Shelley von Strunckel.

    "We are pleased that Diane von Furstenberg Studio has chosen Amazon Services for its e-commerce enterprise solution," said Amazon Services Senior Vice President Mark Stabingas. "We look forward to putting Amazon's innovative technology and e-commerce experience to work in presenting DVF.com's unique brand and product selection and helping them succeed in this rapidly growing retail channel."

    About Amazon Services, Inc.

    Amazon Services, Inc. is a subsidiary of Amazon.com, Inc. (Nasdaq:AMZN) which offers the technology and services that power Amazon.com to retailers seeking a world-class, cost effective e-commerce offering for their customers. Amazon Services offers its retail partners use of Amazon's leading e-commerce website technology, best-in-class fulfillment and customer service, and access to tens of millions of active customer accounts.

    About Diane von Fursternberg Studio

    DVF Studio was founded by Diane von Furstenberg in 1997 in New York City. Initiated with the re-launch of Ms. von Furstenberg's famous vintage wrap dresses, the company now offers a comprehensive luxury, lifestyle brand. The complete DVF collection currently includes ready-to-wear, cosmetics and fragrances and also maintains licenses in several brand categories such as DVF fine jewelry and swimwear. DVF Studio currently distributes products to luxury retailers in over 50 countries worldwide.

    Forward looking statement

    This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to potential future losses, significant amount of indebtedness, competition, management of growth, potential fluctuations in operating results, fulfillment center optimization, seasonality, commercial agreements, acquisitions, and strategic transactions, foreign exchange rates, system interruption, international expansion, consumer trends, inventory, limited operating history, government regulation and taxation, fraud, and new business areas. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 31, 2003, and all subsequent filings.

--30--BRM/se*

CONTACT: Amazon Services Amazon Media Hotline, 206-266-7180

KEYWORD: WASHINGTON NEW YORK INDUSTRY KEYWORD: INTERNET E-COMMERCE APPAREL/TEXTILES RETAIL MARKETING AGREEMENTS SOURCE: Amazon Services

Copyright Business Wire 2005