Amazon scales back new gTLD plans, applies for eight dot-brands in 2026 round
in plain words
Amazon wants its own web address endings, like .ring or .twitch, instead of using .com. In 2012 it tried to get 76 of these, but this time it only applied for 8. These new domains will only be used by Amazon itself, not sold to the public.
Amazon applied for only eight dot-brand top level domain name A readable internet name made of labels separated by dots. Full definition of domain name in the 2026 new gTLD A generic top-level domain added to the internet through ICANN's New gTLD Program. Full definition of new gTLD application round, according to Domain Name Wire. The applications cover alexa, echo, eero, kgs, kuiper, leo, ring, twitch, and amazon.com. None of these domains will be opened to public registration Obtaining the right to use a domain name for a set period. Full definition of registration, as they are strictly dot-brand extensions for internal company use.
The modest showing contrasts sharply with Amazon’s 2012 effort, when it applied for 76 new top level domains, making it one of the largest applicant An organization that has applied to ICANN to run a new gTLD. Full definition of applicant in that expansion round. Despite that scale, Amazon was slow to actually launch the extensions it won, with Domain Name Wire noting years of delay and heavy restrictions once domains did appear, citing .bot as an example. Amazon only launched .pay this year, more than a decade after the original application round.
Amazon reportedly invested more effort in securing .amazon specifically than in developing the rest of its 2012 portfolio A collection of domains held by one owner. Full definition of portfolio. Its reduced 2026 application list suggests a narrower, more selective approach to new top level domains going forward.