Amazon launches new top-level domains: .deal and .now

On August 22, Amazon took a major step forward in the top-level domain market by officially launching new top-level domains (TLDs) - .deal and .now.This marks Amazon's expansion into the domain space, and despite its relatively slow rollout, it is now finally welcoming these new domains online.

The launch of the .deal and .now domains comes after about eight years of preparation and review phases following approval by the International Corporation for Assigned Numbers (ICANN). Amazon opened registration for both domains during today's Sunrise period. Trademark holders have until September 21, 2024 to pre-emptively register these domains.

At the end of the Sunrise period, the two domains will enter a Dutch auction phase from September 23-28, 2024 for a sneak preview. During this period, anyone can register a .deal or .now domain name for a one-time fee on top of the regular registration fee. For example, domain registrar 101Domain charges $6,299 for the first day and $199 for the fifth day. This price difference reflects the gradual decrease in fees over the course of the auction.

The full listing phase will begin on September 30, 2024, when everyone will be able to register at the regular registration fee, which for 101Domain is $49.99 per year.

-Early Access Period: September 23-28, 2024 (registration fees increase daily and are non-refundable)

-Full Access: September 30, 2024 (everyone registers on a first-come, first-served basis)

Notably, the .deal domain will face direct competition from Identity Digital's .deals domain. .deals already has around 8,500 registrations since its launch in 2014.