NEW YORK, December 12, 2000 - Occupying the top overall online advertiser spot eight of the past nine weeks, leading the retail segment and running holiday-themed ads totaling over half-a-billion impressions each week since October, Amazon.com has become the number one online advertiser thus far this holiday season, according to a report released today by AdRelevance, a Jupiter Media Metrix company (NASDAQ: JMXI) and innovator in next-generation Internet advertising measurement technology. Aiming to capitalize on the brand recognition they have built this year, Amazon is focusing holiday online ad efforts on direct marketing appeal, with 70 percent of the retailer's top ten online ads touting free shipping.

Key findings from the latest AdRelevance Holiday 2000 Snapshot Report, which tracks and analyzes Amazon's holiday-related online advertising from October 2000 through November 2000, include:

• In addition to tilting its ad strategy away from branding ads and toward direct marketing ads during the holiday period, Amazon appears to be putting more wood behind the arrow of its direct marketing ads, with 4 million impressions per direct marketing ad versus 750 thousand impressions per branding ad.
• Even though Amazon curtailed online ad impressions in the few weeks before December last year, AdRelevance data reveal that they are showing no signs of abating this year, even as Christmas nears. Last year at this time, WingspanBank.com was the top overall advertiser, while Amazon ranked fifth overall. Amazon is number one overall this holiday season.
• Amazon's share of voice on the top five sites it advertises on increased to 20 percent this year, versus an average of five percent on its top five sites last season (GO, Altavista, MSN, Yahoo! and AOL.com) - suggesting that Amazon is making a concerted strategic effort to dominate on a carefully selected site list.
• Amazon is now the number one advertiser on four of the top five sites it advertises on: MSN, AOL.com, Netscape and Juno.

"While most of the market continues to focus on the dark clouds of 'all things online advertising', AdRelevance data suggest that a growing list of enterprising companies are mastering the medium in stealth mode," said Charles Buchwalter, vice president of media research for AdRelevance. "With each passing week, it appears that Amazon is distancing itself from the pack by operating on all cylinders and employing a unique two-tiered branding and direct-marketing online advertising strategy. If their recent online ad campaigns pay off, Amazon will be well on its way to achieving single-company e-tail dominance - and their current strategies will serve as the standard for how to win big in the online world."

Table A:	Amazon.com Online Ad Campaign Strategy Layering Contribution Source: AdRelevance, a Jupiter Media Metrix company
	Week	Branding Impressions	Direct Marketing Impressions
	Week of 9/11/2000	270,000,000	5,300,000
	Week of 9/11/2000	270,000,000	5,300,000
	Week of 9/18/2000	290,000,000	12,100,000
	Week of 9/25/2000	250,000,000	66,700,000
	Week of 10/2/2000	240,000,000	143,800,000
	Week of 10/9/2000	290,000,000	78,300,000
	Week of 10/16/2000	260,000,000	89,800,000
	Week of 10/23/2000	260,000,000	103,300,000
	Week of 10/30/2000	310,000,000	202,900,000
	Week of 11/6/2000	360,000,000	213,000,000
	Week of 11/13/2000	260,000,000	242,700,000
	Week of 11/20/2000	280,000,000	232,400,000
	Week of 11/27/2000	320,000,000	212,800,000

A complete version of this AdRelevance Snapshot Report, titled "One Year Later, Amazon Still Sets the Standard," can be viewed at intelligence.adrelevance.com and includes compelling ad metric charts and graphs as well as additional analytic insights on the findings. For more information on AdRelevance 2.0 - the brand new second-generation online ad measurement service from AdRelevance - and a free demo or trial, please visit www.adrelevance.com or call 1-888-649-6540.

Definitions
Impressions: The number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad.
Branding Advertising: Advertising that focuses primarily on increasing the profile of a brand.
Direct Marketing Advertising: Advertising designed to work in the short term. Focuses on communications that are meant to drive sales or site traffic in the short term.

Editors Note: Unless otherwise noted, please source all data as the following: AdRelevance, a Jupiter Media Metrix company

Jupiter Media Metrix Holiday 2000 Ecommerce Series
The latest Holiday ecommerce insights from Jupiter Media Metrix - including data and analysis from Media Metrix, Jupiter Research and AdRelevance - are available at www.jmm.com/shopping.

About AdRelevance, a Jupiter Media Metrix company
AdRelevance, a Jupiter Media Metrix company, is an innovator in Internet advertising measurement and ad tracking technology. The company's advanced intelligent agent technology systematically and continuously scours the commercial Web universe, collecting online advertisements from more than half a million URLs. With data on hundreds of thousands of unique ads, representing more than 15,000 advertisers, the innovative AdRelevance service provides advertisers, agencies, media companies, marketers and financial analysts with critical information that tells them where, when and how competitors and potential clients are advertising on the Internet. Visit us at www.adrelevance.com for more information.

About Jupiter Media Metrix
Jupiter Media Metrix, formed by the merger of Jupiter Communications and Media Metrix, is a global leader in market intelligence for the new economy. The Company delivers innovative and comprehensive Internet measurement, analysis, intelligence and events to provide businesses with unmatched global resources for understanding and profiting from the Internet. Jupiter Media Metrix brings together world-class, innovative and market-leading products, services, research methodologies and people. Jupiter Media Metrix brands include Media Metrix, AdRelevance, Jupiter Research and Jupiter Events. The Company is headquartered in New York City and operates worldwide, across the Americas, Asia Pacific, Europe (as Jupiter MMXI Europe), and the Middle East. Visit us at www.jmm.com for more information.