Internet retail giant Amazon has revealed that bridal now accounts for a growing chunk of its jewellery business as customers have confidence that they can get exactly what they desire for their wedding day online.

Talking to Professional Jeweller at Amazon’s AW16 press day, the company’s head of vendor management for jewellery, Julian Exposito-Bader, revealed bridal accounts for a large share of Amazon UK’s jewellery sales today.

Amazon stocks a wide variety of bridal jewellery including engagement rings, wedding bands and eternity bands alongside tiaras, necklaces, and earrings from several different brands.


“Bridal is giant for us,” Exposito-Bader said. “A significant amount of Amazon jewellery sales is bridal. I was surprised when I started four years ago, but it’s cool.”

When asked why he thinks that is, Exposito-Bader responded: “I think basically because people trust our website. They know that when they buy a diamond, whatever is on the buying page – the diamond size, the metal – they know what they are going to get and also, if they don’t like what they get, they know they can easily return it.”

He continues: “Also, from a technical point of few, a diamond is a technical purchase and once a guy knows the size, colour, cut, clarity that they want in the mount, they can just browse and click, so it is easy.”

For Amazon platinum is its biggest selling metal on bridal.

For AW16 Amazon will be introducing new bridal collections alongside fine pieces from luxury brands such as Brumani.