---
id: "ec3d071f-97da-4396-9fa3-8f305f121e15"
kind: "link"
title: "Amazon scales back new gTLD plans, applies for eight dot-brands in 2026 round"
language: "en"
section: "gtld"
date: "2026-10-07T21:49:10Z"
updated: "2026-10-07T21:49:10Z"
canonical: "https://tldlog.com/l/amazon-scales-back-new-gtld-plans-applies-eight-dot-brands/"
origin: "master"
translations:
  es: "https://tldlog.com/es/l/amazon-reduce-sus-planes-nuevos-gtld-solicita-ocho-brand/"
source:
  name: "Domain Name Wire"
  url: "https://domainnamewire.com/2026/10/07/amazon-dials-back-top-level-domain-ambitions-in-2026-round/"
  language: "en-US"
  date: "2026-10-07T20:40:10Z"
---

# 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 names in the 2026 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, 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 applicants 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. Its reduced 2026 application list suggests a narrower, more selective approach to new top level domains going forward.

Source: [Domain Name Wire](https://domainnamewire.com/2026/10/07/amazon-dials-back-top-level-domain-ambitions-in-2026-round/)