Amazon launches three new generic top-level domains in August: .Fast, .Talk and .You

Amazon recently announced that it will launch three new generic top-level domains (gTLDs): .fast, .talk and .you. These three new domains are scheduled to enter the public registration phase on August 26, 2026, and the pre-registration preparation process has been started.

According to the official schedule, these three new gTLDs will enter the "Sunrise Phase" from September 25, 2025, which is only for brand holders who have completed registration in the Trademark Information Clearinghouse (TMCH). After the sunrise period, registration will immediately enter the open registration phase, using a "first come, first served" rule. The final registration policy and pricing details have not yet been announced, but according to various indications, these domains will not have industry access restrictions, and the registration fee is expected to be in the mid-range.

This is not the first time Amazon has launched a new top-level domain. Since ICANN launched the new generic top-level domain name program, Amazon has obtained the management rights of more than 50 nTLDs, but only a part of them are open to the public. The previously well-known .bot domain name currently has about 19,000 registrations and is the most market-active TLD under Amazon.

The .fast, .talk and .you launched in this round have strong versatility and brand extension potential in keyword semantics, and are suitable for speed, social dialogue and personalization-related scenarios respectively. Especially in the context of the rapid development of AI, social media and personalized services, such concise and semantically clear new domain names may attract a large number of start-ups and brands.

With the continuous segmentation of the domain name market, the launch of a new round of TLDs will bring more choices to end users and investors, and it also means that the continuous investment of mainstream brands in the domain name ecosystem has not stopped. In the coming year, the actual market performance of .fast, .talk and .you is worth continuing to observe.