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Amazon finally gets its dot-brands despite last-minute government plea
Amazon’s three long-sought dot-brand gTLDs were added to the DNS root last night, despite an eleventh-hour attempt by South American governments to drag the company back to the negotiating table.
.amazon, along with the Japanese and Chinese translations — .アマゾン (.xn--cckwcxetd) and .亚马逊 (.xn--jlq480n2rg) — and its NIC sites have already gone live.
Visiting nic.amazon today will present you with a brief corporate blurb and a link to Amazon’s saccharine social-responsibility blog. As a dot-brand, only Amazon will be allowed to use .amazon domains.
The delegations come despite a last-minute plea to ICANN by the eight-government Amazon Cooperation Treaty Organization, which unsuccessfully tried to insert itself into the role of “joint manager” of the gTLDs.
ACTO believes its historical cultural right to the string outweighs the e-commerce giant’s trademark, and that its should have a more or less equal role in the gTLD’s management.
This position was untenable to Amazon, which countered with a collection of safeguards protecting culturally sensitive strings and various other baubles.
Talks fell through last year and ICANN approved the gTLDs over ACTO’s objections.
ACTO’s secretary-general, Alexandra Moreira, wrote to ICANN (pdf) May 21 to take one last stab at getting Amazon back in talks, telling CEO Göran Marby:
the name “Amazon” pertains to a geographical region constituting an integral part of the heritage of its countries. Therefore, we Amazonians have the right to participate in the governance of the “.amazon” TLD.
…
Our side is ready to resume negotiations on the TLD’s governance with the Amazon Corporation., from the point where their side interrupted it, with a view to arriving at a satisfactory agreement.
Her letter came in response to an earlier Marby missive (pdf) that extensively set out ICANN’s case that talks fell apart due to ACTO repeatedly postponing and cancelling scheduled meetings.
Despite the fact that Amazon’s basically got what it wanted, seven years after filing its gTLD applications, ACTO’s members didn’t get nothing.
The contracts Amazon signed with ICANN back in December have Public Interest Commitments in them that allow the governments to reserve up to 1,500 culturally sensitive strings from registration, as well as giving each nation its own .amazon domain.
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