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Is the biggest user of new domain names?

According to the news from Domain Forum of China on April 22th,Amazon has registered a bunch of domains under new TLDs, and it’s forwarding them to pages on its website.

Amazon.comIt’s still unclear what’s strategy is for the many top level domain names it will soon control. But we might get a hint from examining its use of other registry’s top level domain names. has been a big buyer of second level domain names in new TLDs. For example, it picked up many city names under .delivery.

I’ve also noticed recently that it registered a bunch of generic or descriptive terms under new TLDs last year that were originally registered under Mark Monitor’s DNStinations. The whois records are slowly shifting to, unveiling more and more domains.

This month alone, I count 38 non-brand domains registered by Amazon in new TLDs that have popped up in my DomainTools alerts. These domains range from to to

My initial assumption was that Amazon is registering these to keep them out of the hands of competitors. That still might be the case. It might also be an over-the-top defensive strategy, which is one of my hypotheses for why it has gone after top level domains like .spot. It doesn’t have much of a use .spot, but by owning it, it doesn’t have to defensively register hundreds or thousands of domain names under it.

…but maybe not. Here’s what’s interesting about the 38 domains I identified this month: they’re all in use.

Every single one of the domain names is being forwarded to a (mostly) relevant page on’s website. forwards to Amazon’s list of funniest reviews, including the famous banana slicer. sends visitors to its wearable technology page.

(You’ll notice some “misses” in the list, such as and forwarding to cleaning products and outdoor camping, respectively.)

Since won’t be able to get .amazon, would the company ever advertise “Find all of your hiking gear at”.

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