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Amazon planning new push into registrar market?

Kevin Murphy, December 15, 2023, 16:24:07 (UTC), Domain Registrars

Amazon has kept a pretty low profile to date both as a registry and registrar, but there are reasons to believe it’s on the verge of becoming a more visible player in the market.

The e-commerce and web services giant has secured a second ICANN registrar accreditation and appears to be readying a new domain-focused web site.

The subsidiary Amazon Domain Registrar US LLC picked up its accreditation this week, and its official web site domain is, which was registered November 29.

The domain does not currently resolve from where I’m sitting.

Amazon already uses the dot-brand domain for its 50-odd new gTLDs, almost all of which remain unlaunched.

In the registrar market, Amazon’s subsidiary Amazon Registrar Inc has been accredited for well over a decade and has been taking registrations since 2015 as part of its Route 53 managed DNS service.

It’s not a conventional registrar storefront by any stretch — registrations seem to be available only via the management console used by existing Route 53 customers — but it has amassed over 1.3 million gTLD registrations so far.

So could become the newest player in the retail registrar market? Smaller registrars that cheered the exit of the Google brand from the registrar space may soon have a new big boy to contend with.

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Comments (2)

  1. WWWBRAND.COM says:

    Hello, I think it’s a bit to late 😀
    But Amazon is a great and powerful company so who knows..
    But without marketplace it will be the next GoogleDomains

    The key of Godaddy’s success is marketplace.

  2. Jean Guillon says:

    I was very satisfied with Google Domains, it was the perfect tool for a small business using it’s suite Google Workspace. I’ll definitely keep an eye on Amazon as a Registrar. Sticking to the same environment is vital for a small business (email, suite, portal, website…). Hope they work on a suite too.

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