So who’s registering sunrise domains these days?

Amazon went into sunrise with three gTLDs this week, and I thought it might be interesting to pore over the latest zone files to see which companies are the most motivated to protect their brands nowadays.

First, because sometimes the results are just weird. Second, because countless new gTLD consultants are trawling the business world for prospects right now, and sunrise participation data might be useful as lead generation.

Amazon launched .you, .talk and .fast on Tuesday, so these results are for the first two days of sunrise, a period that lasts for a month. As such, there are only a few dozen registered domains in each TLD, at most.

Let’s start with the weird: dog food companies seem to fear cybersquatting more than you might imagine. Mars brands Orijen, Champion Pet Foods and Acana are all protected (though no more of Mars’ dozens of consumer brands), as is independent retailer PetSmart.

An AI company have a presence on the list, which is a relatively new phenomenon for sunrise periods. Anthropic has registered both “anthropic” and “claude”, for its chatbot, in all three TLDs.

Financial companies have a strong presence on the lists, with Freddie Mac, Bank of America, Intesa Sanpaolo, Merrill and Astorg all registering names. Energy brands Iberdrola and Avangrid are registered.

Conscious Capital, a Swiss investment company that doesn’t even have a Wikipedia page, has defended its brand. That’s notable because the company uses a .us domain for its web site and the .com is listed for sale by a domainer for $2 million.

1-800-Flowers.com, which has somehow managed to get a Trademark Clearinghouse listing for “flowers” — the product it sells — participated in the sunrises as usual. The gTLD .flowers belongs to XYZ.com.

Hotel chain Hilton, podcasters Wondery, construction company VINCI Concessions (vinci-concessions.you???) and tech firms Broadcom and AT&T have all also got in quick to grab their matching domains.

The sunrise periods run until September 25, with general availability following hot on their heels.

GoDaddy loses last Amazon business to Identity Digital

GoDaddy appears to have lost the last remnants of its Amazon back-end registry services deal.

IANA records show that GoDaddy was recently replaced by Identity Digital as the technical contact for all of the remaining 12 gTLDs it was serving.

The gTLDs in question are: .coupon, .song, .zero and the IDNs .ストア, .セール, .家電, .クラウド, .食品, .ファッション, .書籍, .ポイント and .通販, which are generic terms for things like “fashion” and “books”.

Five of the IDNs have actually launched and have been generally available for years, but they’re been phenomenally unsuccessful — the largest zone has just 146 domains in it. The remaining seven are dormant, unlaunched.

Amazon originally used GoDaddy (then Neustar) for all 54 of the gTLDs it successfully applied for back in the 2012 gTLD application round, but it switched all but 12 of them to Nominet back in 2019, where they remain today.

Third Amazon gTLD launch dates revealed

Amazon is set to launch not two but at least three of its dormant new gTLDs in the next few months, according to ICANN documentation.

As reported earlier this week, .talk and .fast are set to go to sunrise in August and general availability in September, and now they’ll be joined by a third: .you.

.you will enter a one-month sunrise period for trademark owners August 25, to be immediately followed by GA. There’ll likely also be a five-day Early Access Period.

The releases follow the launch of .free, .hot and .spot last month.

Launch dates for two more Amazon gTLDs revealed

Fresh from the launch of .free, .hot and .spot, Amazon has pencilled in launch dates for two more of its backlog of dormant gTLDs.

The company has told ICANN it plans to launch .talk and .fast later this year, with sunrise coming in August.

It also seems to be planning to start using .audible, one of its dot-brands, but that would not be available for public registration.

.fast and .talk are set to enter their sunrise periods from August 26 to September 25 this year, according to ICANN documentation. General availability would follow immediately.

If Amazon follows the same playbook as it did with the three gTLDs it launched last month, there would also be a five-day Early Access Period, with premium prices for early adopters.

The May launches have yet to set the world alight, perhaps in part due to their pricing (ranging from $30 to $60 retail), with best-performer .free’s zone file containing just 1,150 domains so far.

Some people paid premiums for .hot domain hacks

Amazon Registry’s launch of three gTLDs last week saw some registrants pay premium prices for .hot domain hacks.

Zone file data shows domains such as moons.hot and slings.hot were registered towards to the end of the five-day Early Access Period, with the registrant likely paying close to a thousand bucks for each.

cums.hot, longs.hot, moneys.hot, mugs.hot, pots.hot and ups.hot have all been registered, seeming by a broad range of registrants, at regular general availability prices since EAP closed May 17.

The EAP was lightly subscribed, if the zones are a guide. There were a handful of defensive registrations towards the end of the week, along with a few context-appropriate keywords like piping.hot.

.hot launched at the same time as .free and .spot, which don’t seem to have the same domain hack opportunities. Most EAP regs there were either defensives or keywords. Names like speak.free and live.free were registered.

As of today, .free is doing the best of the three, with 931 names in its zone, followed by .spot with 373 and .hot with 309.

.hot is for hookers? Amazon’s first premium regs revealed

Amazon Registry made three new gTLDs available to non-trademark-holders on Monday, and so far a handful registrants have taken up the offer of premium Early Access Period pricing.

The five-day EAPs for .free, .hot and .spot see prices start high and decrease each day until May 17, when they’ll settle at standard general availability pricing.

While the wholesale prices have not been published by Amazon, the registrar 101domain was retailing them for $6,299 on day one, $3,299 on day two, $1,399 on day three, $799 on day four, and $199 on day five.

GA pricing for .hot at 101domain will be $59.99, while .free will be $44.99 and .spot will be $29.99.

The early adopter(s) in .hot seem to be viewing it as a sex-related TLD along the lines of .xxx, .sex or .sexy. All the day-one registrations (in multiple languages) look set to be used for escort services.

The domains that popped up for the first time in the May 13 zone files were:

be.free
bible.free
sql.free

acompanhantes.hot
escort.hot
escorts.hot
incontri.hot
prepagos.hot
trans.hot

high.spot
hub.spot

The only new domain in the May 14 zones appears to be live.free. They’re not exactly flying off the shelves so far.

Because the zone files are generated at midnight UTC and Amazon’s EAP daily price-increase cut-off is 1259 UTC, it’s not possible to say for sure how much each registrant paid for their domain names.

Registries have started shutting down Whois

Nominet seems to have become the first major registry services provider to start to retire Whois across its portfolio, already cutting off service for about 70 top-level domains.

Queries over port 43 to most of Nominet’s former Whois servers are no longer returning responses, and their URLs have been removed from the respective TLDs’ records on the IANA web site.

The move follows the expiration last month of ICANN’s contractual requirements to provide Whois in all gTLDs. Now, registries must use the successor protocol RDAP instead, with Whois optional.

A Nominet spokesperson tells us the shut-off, which affects large dot-brand clients including Amazon, happened after consultation with ICANN and clients on January 29.

TLDs Nominet was supporting under ICANN’s Emergency Back-End Registry Operator program are also affected.

The registry spokesperson said that the gTLDs .broadway, .cymru, .gop, .pharmacy, and .wales are still offering Whois, due to an interoperability issue:

“The sole reason for the retention of these gTLD WHOIS services is for interoperability with the Brand Safety Alliance (BSA) service integration, which does not yet support RDAP,” she said.

The BSA is the GoDaddy-backed project that offers the multi-TLD GlobalBlock trademark-blocking service.

Nominet’s flagship .uk is also still offering Whois, because Nominet discovered that some of its registrars were still using it, rather than EPP, to do domain availability checks.

The fact that a GoDaddy service and some .uk registrars still don’t support RDAP, even after a years-long ICANN transition plan, is perhaps revelatory.

I’ll admit the only reason I noticed Nominet’s Whois coverage was patchy was that I’d neglected to update one of my scripts and it started failing. Apparently I was not alone.

While RDAP can be fairly simple to implement (if I can do it…), actually finding each registry’s RDAP server is a bit more complicated than under the Whois regime.

All gTLD registries were obliged to offer Whois at whois.nic.[tld], and IANA would publish the URLs on its web site, but RDAP URLs are not standardized.

It’s not super obvious, but it seems instead you have to head over to IANA’s “Bootstrap Service” and download a JSON file containing a list of TLDs and their associated base RDAP URLs.

.free domains to finally arrive as Amazon reveals three gTLD launches

Amazon Registry has revealed launch dates for three of its long-dormant gTLDs, and they have the potential to be the most popular of its patchy portfolio.

.free, .hot and .spot are to go to sunrise April 2, according to a notice on Amazon’s web site and paperwork filed with ICANN.

The Trademark Claims period, which pretty much always coincides with the start of general availability, is set for May 12.

Details of pricing and any possible registration restrictions have not been published.

All three gTLDs have been in the root since 2016, just sitting there doing nothing. Amazon has 54 gTLDs in total, 10 of which are dot-brands, but most of the generics remain stubbornly unlaunched.

Its half-dozen Japanese-script domains have been around the longest, but its biggest success to date has been .bot, which has about 14,000 names in its zone file.

Amazon launched .deal and .now last year but the former has yet to hit 10,000 names and the former still hasn’t hit 1,000.

Amazon had to pay off four other applicants for the right to run .free.

Amazon readying fashion and book gTLDs

Amazon appears to be dusting off two of its long-dormant gTLDs, targeting the books and fashion industries ahead of launch next year.

But it’s probably not worth getting too excited about if you only speak English. The TLDs are .ファッション (.xn--bck1b9a5dre4c), which is Japanese for “fashion” and .書籍 (.xn--rovu88b), which is Chinese for “books”.

Updated dates filed with ICANN show Amazon Registry is planning to take both to general availability in early November 2025. That’s not a typo, the dates really are over a year away.

No pricing or registration policy information is available.

The two TLD have both already carried out their mandatory sunrise periods — eight years ago — and currently have 50-odd names in their zone files, which all appear to be internal or sunrise registrations.

Amazon has 54 gTLDs, a mixture of dot-brands and generic terms, according to my database, but only nine generics have launched and only two have registrations measured in the thousands.

The company applied for its dictionary-word, product-category TLDs at a time when it thought it would be able to keep them a closed shop where it could keep all the domains to itself.

Who uses Sunrise nowadays? You might be surprised

Sunrise periods may have been one of the unexpectedly damp squibs of the new gTLD program, but each launching registry is still obliged to run them and they usually attract a hundred or so registrations, some quite surprising.

Amazon’s sunrise periods for .deal and .now closed yesterday, ending with about 160 domains in each, so I thought I’d have a trawl through each zone file to see who’s mad-keen on protecting their trademarks online nowadays.

Excluding registered variants (with and without hyphens, for example), brands under the control of a single parent company, and domains registered to Amazon itself, I’d say there were fewer than 100 actual registrants in each sunrise.

With that in mind, you might expect only the most valuable, most at-risk brands to have participated.

Big tech firms — Meta, Microsoft, Google, Yahoo, Ebay, AOL, Baidu, etc — which are particularly at risk of phishing attacks, have indeed all snapped up names matching some of their famous marks.

Brands that might have a higher risk of counterfeiting, such as fashion and beauty brands like Maison Margiela, L’Occitane, Patagonia, Richard Mille, and Rolex all make an appearance in the zones.

But there are plenty of sunrise registrants whose appearance got me scratching my head.

Perhaps the weirdest registrant is SuperSigns, a sign-maker that appears to operate out of a single location, the size of a typical convenience store, between a Toyota dealership and a Dunkin’ Donuts on a small strip mall in Arizona.

La Famiglia Rana is a brand of ready-made supermarket pasta products that has registered at least three domains in each gTLD during sunrise.

Mars didn’t register mars.now or mars.deal, but its subsidiary did register championpetfoods.now.

CooperVision makes contact lenses and it registered both of its exact matches.

Delsey makes luggage. Danfoss makes electrical components. Nedgia distributes natural gas in Spain. Lechuza makes self-watering plant pots. Invisalign makes dental braces. They all participated in sunrise.

And we all know how mad the Americans are for the sport of polo, which is perhaps why The United States Polo Association chose to snap up uspoloassn.deal before somebody else did.

It’s certainly an eclectic mix, with no readily apparent common theme, but each registrant presumably has its own good reason for buying sunrise matches, even if that reason was simply telling its registrar: “Register everything!”

.now and .deal enter their Early Access Period of general availability today and go to standard pricing at the end of the month.