.CO Internet has added another high-profile customer to its roster of .co domain name registrants with the announcement today that Amazon has purchased four premium names.
Amazon has acquired a.co, k.co, z.co and cloud.co. The deal follows the allocation of t.co and x.co to Twitter and Go Daddy respectively and Overstock.com’s purchase of o.co.
While this is undoubtedly great news for .co’s visibility, it seems to me that .CO Internet is in danger of looking like a one-trick pony due to the brand’s over-reliance on high-profile short domain deals.
If Amazon throws its marketing muscle behind cloud.co, that will prove much more useful in terms of awareness-raising than the allocation of more single-character domains ever will.
It remains to be seen what Amazon plans to do with its three new short .co domains. It would be much more useful for the TLD if they are used for purposes other than URL shorteners.
There are only 36 such domains available. If people only associate .co with short Twitter links, the appeal of the TLD could be checked.
.CO Internet knows this, of course, which is why its marketing strategy from the start has been focused on gaining rank-and-file support from entrepreneurs and web developers.
Right now, I can’t help but feel that the longevity of the .co brand could benefit much more from a successful start-up or two than yet another single-character domain sale.
Prices for the Amazon domains were not disclosed. The four domains combined could feasibly have fetched a seven-figure sum, judging by the $350,000 Overstock paid for o.co.
The registry has also for some months been trying to sell off i.co, and has engaged Sedo as its broker.