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Engagement Rings on Amazon: A Good Idea?

by David Weliver

Can you buy a diamond engagement ring on Amazon? Sure. Is buying a diamond on Amazon a good idea? Let’s discuss.

Engagement rings for sale on Amazon.com.

Can you buy an engagement ring on Amazon.com?

Yes, you can buy engagement rings and other diamond jewelry on Amazon — just like everything else! But diamonds listed on Amazon are typically sold by third-party sellers, not Amazon itself.

A recent search for engagement rings on Amazon.com yielded over 6,000 products for sale ranging from $12 for an imitation cubic zirconia ring to over $16,000 for a 3-carat diamond engagement ring. (With free Prime shipping, nonetheless.)

Amazon truly does sell everything!

But here’s the thing: If you’re a frequent Amazon shopper, hopefully you already know that many products on Amazon.com are sold by third-party sellers.

Amazon stocks and sells many popular products itself. But millions of items for sale are sold by merchants ranging from other large companies to small mom-and-pop shops operating out of their garages. The platform is also rife with merchants selling cheap goods from China.

In some cases, Amazon stores these products in their warehouses and ships them to you on behalf of the third-party sellers. This is known as fulfillment by Amazon, or FBA.

At the time of publication, Amazon itself does not sell engagement rings or diamond jewelry. All listings are offered by third-party sellers.

Details about where an item is shipped from and who sells the item is listed under the Buy Now button on Amazon.

You can check to see who you’re actually buying a ring from by looking under the Buy Now button on Amazon. In the example above, this ring is sold by The World J Center but shipped from Amazon’s warehouse.

Amazon.com diamond jewelry quality

The quality of diamond jewelry on Amazon is widely-varied. As with any Amazon purchase, you want to make sure you understand what you’re buying and the seller’s reputation.

As I write this article, there are a few dozen brands (storefronts) selling engagement rings on Amazon. I can’t say I’ve heard of any of them.

Many of the sellers are offering lower-priced diamond rings or very cheap cubic zirconia and gemstone engagement rings. I wouldn’t expect amazing quality from these sellers, but you get what you pay for.

There are also very expensive diamond engagement rings on Amazon. One of the top sellers is the Houston Diamond District. I wasn’t familiar with them, but they claim to be the largest jeweler in Houston and have 4.4 stars from 82 Google reviews. I don’t see any reason why they are not selling quality diamond rings on Amazon.

A 3-stone diamond engagement ring for sale on Amazon for $16,500.

If you’re going to buy a real diamond engagement ring on Amazon, just be sure to do your homework. The nice thing is that Amazon serves as the middleman and offers some protections for your purchase.

Still, follow the best practices for safe shopping on Amazon. Especially if you’re going to be buying something as expensive as a diamond.

Pros and cons of buying diamonds on Amazon

The biggest advantage to buying a diamond or engagement ring on Amazon is the same as any other Amazon purchase — it’s easy. On the downside, you’ll have far less selection to choose from and will miss out on some benefits offered by online jewelers.

If you’ve suddenly decided that you’re going to propose tomorrow and need an engagement ring, Amazon’s got you covered. But you simply will not have the same number of diamonds to choose from on Amazon as you would at online jewelers.

Amazon has more than 6,000 engagement rings for sale. That’s plenty of inventory for someone to find a basic ring. But some online jewelers have over 100,000 diamonds in inventory.

At Amazon, you’re limited to a few static images of an example of each ring. In other words, you can’t see a picture of the exact ring you’re buying. Many diamonds for sale at online jewelers have 3D images of the exact diamond you’re purchasing.

Finally, when it comes to jewelry-specific customer service, Amazon just can’t compete. Yes, Amazon has guarantees and return policies that will ensure you can return any ring you’re not happy with for a full refund.

But what if you want to resize your ring? Finding a woman’s ring size can be tricky if you want to keep the proposal a secret. Online jewelers offer free ring resizing. Problem solved.

Better places than Amazon to buy an engagement ring online

Online jewelers like Blue Nile, James Allen and Brilliant Earth offer superior selection and customer service to Amazon when shopping for engagement rings.

When you shop at an online jeweler, you’re dealing with a company that specializes in diamonds. You can see 3D images of the actual diamond you’re going to buy. And almost all of their diamonds come with a diamond certificate testifying to the gem’s authenticity and value.

At online jewelers like Blue Nile and Brilliant Earth, it’s also easy to build your own engagement ring. You select a loose diamond from their tens of thousands of examples and then select the perfect ring setting. The jeweler creates your one-of-kind ring and mails it to you in a few days.

But the benefits over Amazon don’t stop there. Return and upgrade policies are of equal importance.

Both James Allen and Blue Nile, for example, offer no-questions asked return policies for 30 days with free shipping both ways. (Return policies are extended during the holiday season, too!)

James Allen also offers a lifetime diamond upgrade guarantee. You can exchange your diamond purchased at James Allen for any diamond of double or greater value for life.

If you need an engagement ring fast, Amazon could be a solution. But online jewelers also stock many rings that can be shipped overnight, for free, too.

More: Check out our reviews of the best online diamond jewelers

Where should you buy an engagement ring on Amazon?

In my opinion, buying an engagement ring on Amazon might make sense if you’ve got a small budget and want something simple and fast.

If you’re thinking of buying an engagement ring on Amazon, it all comes down to how much you want to spend on your ring. If you’ve got a budget of $1,000 or more, you can get a high-quality ring on James Allen or Blue Nile.

For budgets of less than $1,000, you may be able to buy a larger ring on Amazon. But the quality of diamond may not be the same.

Let’s look at an example. Below are two solitaire princess-cut rings set in 14-carat yellow gold rings from Amazon and Blue Nile. Both diamonds are about 3/4 carat set. The Amazon ring is much less expensive than the Blue Nile ring ($850 vs $1,400). Amazon for the win, right?

Not so fast. Even though I selected a diamond of the lowest clarity grade sold on Blue Nile (SI2), the Amazon ring is three clarity grades lower (I3). Jewelers like Blue Nile simply don’t sell diamonds with this many flaws because they are low-quality gems. End of story.

Both of these diamonds have J color, which is low on the scale and will likely appear yellowish to the naked eye. The Amazon diamond is probably of inferior cut, too, and does not come with any certification.

Comparing two 3/4-carat engagement rings for sale on Amazon and at Blue Nile.
Two 3/4-carat princess-cut solitaire engagement rings for sale on Blue Nile and Amazon. The Amazon ring is much cheaper, but it’s a low-quality diamond — Blue Nile does not even sell diamonds with such low clarity.

The Amazon ring might be half as costly, but it’s nowhere near the same product.

Now, there’s nothing wrong with buying this ring. Getting a 3/4-carat diamond on an $800 budget is attractive. Even the diamond’s low color-rating isn’t as much of an issue with a yellow gold setting. (Yellow gold hides lower color quality diamonds better than white gold or platinum). Every ring is a personal decision. The point is, you won’t find a ring like this for sale at big online jewelers.

More: Shop engagement rings under $1,000 on Amazon.

Summary

Yes, you can buy engagement rings on Amazon.

If you’re looking for an affordable diamond ring on a budget of less than $1,000, you may be able to find some rings on Amazon that will work for you.

If you want to ensure you’re getting a high-quality diamond and enjoy benefits like tens of thousands of diamond choices, 3D diamond images, ring resizing, and lifetime upgrade guarantees, try shopping at an online jeweler instead.

Recommended Jewelers

Whiteflash

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Whiteflash is the home of "A Cut Above" diamonds which are among the best quality round- and princess-cut diamonds in the world. With superior diamond photographs and videos, Whiteflash's diamonds seem to come to life -- even online. Read our Whiteflash review.

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James Allen

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James Allen is the most competitive diamond vendor with more than 150,000 loose diamonds in inventory. They have been a leader in selling diamonds online and pioneered 3D imaging so you can see the exact diamond you're buying in exquisite detail. You'll find it hard to beat James Allen in terms of price or selection. Read our James Allen review.

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Brilliant Earth

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Brilliant Earth is the global leader in ethically-sourced jewelry. Brilliant Earth goes above and beyond existing standards to offer “Beyond Conflict Free Diamonds” that they select for their ethical and environmentally-responsible origins. With over 120,000 diamonds in inventory, you can be sure to find your perfect diamond and feel good knowing it was responsibly-sourced. Read our Brilliant Earth review.

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Blue Nile

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Blue Nile is the world's largest online jeweler. Their reputation for quality and customer service is unparalleled in the industry. Blue Nile offers free shipping, a 30-day return policy and satisfaction guarantee. Read our Blue Nile review.

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