Amazon EU S.à r.l. has submitted an application for the new generic top-level domain (ngTLD).amazon to ICANN (Internet Corporation for Assigned Names and Numbers) as a so-called brand domain. Under its own ngTLD, Amazon wants to offer a unique platform while protecting its brand and reputation. Amazon wants to take control of the technical architecture for secure communication and interaction, expects further innovations and can thus protect its intellectual property rights.

The Governmental Advisory Committee (GAC) issued an early warning with representatives of Brazil and Peru in 2012. The GAC initially recommended withdrawing the application as the .amazon string refers to an important region of South America that covers many countries. However, the committee later revised its opinion.

All parties involved have submitted arguments and mutual objections in recent years. At the ICANN meeting in Abu Dhabi in 2017, government representatives from Argentina, Brazil and Peru rejected an Amazon settlement proposal. The trading platform had offered not to assign cultural terms as a domain and had promise to agree this list of corresponding terms with the countries. They would be supported by Amazon for other applications such as .amazonas. However, the Amazon region should have withdrawn its objections to .amazon. However, this has not yet been considered. A final decision on this ngTLD will therefore probably move further into the distance. It remains exciting when and above all which decision will be made.