The four-day auction of the domain name e.co started less than an hour ago at Sedo, and it has already attracted a five-figure bid.
.CO Internet, the Colombian firm behind the newly liberalized .co ccTLD namespace, is using the auction to plug its upcoming landrush, which kicks off June 20.
Juan Diego Calle, CEO of the registry, previously said e.co is “perhaps the shortest, most memorable digital brand in the world”.
Proceeds from the sale will be donated to the charity of the winning bidder’s choosing.
Due to the high-profile nature of the auction, wannabe bidders have to fill out an application form before posting their bids.
The bidding will conclude during a live event at the Internet Week show in New York this Thursday.