Amazon buy .buy domain for $4.6m

It’s a situation redolent of the earliest days of the web when supposedly sought after .com prefixes swede snapped up by millions. Now that a whole host of top level domains (TLDs) are newly available, we’re seeing some of them going for silly money.

Amazon saw off other buyers, including Google, in the auction held by the Internet Corporation for Assigned Names and Numbers (Icann). The $4.6m saw off the competition.

I suppose in the grander scheme of things such a sum is pocket change for these massive corporations. But I do wonder whether owning these suffixes will make any more difference than having the right domain name did back in the day.