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So who’s registering sunrise domains these days?

Kevin Murphy, August 28, 2025, Domain Registries

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.

Launch dates for two more Amazon gTLDs revealed

Kevin Murphy, June 2, 2025, Domain Registries

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.

Foot-dragging Amazon has bumper crop of new gTLDs

Kevin Murphy, December 7, 2015, Domain Registries

Amazon Registry Services took possession of 17 new gTLDs at the weekend.
The would-be portfolio registry had .author, .book, .bot, .buy, .call, .circle, .fast, .got, .jot, .joy, .like, .pin, .read, .room, .safe, .smile and .zero delegated to the DNS root zone.
Amazon seems to have waited until the last possible moment to have the strings delegated.
It signed its registry agreements — which state the TLDs must be delegated with a year — in mid-December 2014.
Don’t plan on being able to register domains in any of these gTLDs. You may be disappointed.
All of the strings were originally applied for as what became known as “closed generics”, in which Amazon would have been the only permitted registrant.
It recanted this proposed policy in early 2014, formally amending its applications to avoid the Governmental Advisory Committee’s anti-closed-generic advice.
Its registry contracts do not have the standard dot-brand carve-outs.
However, the latest versions of its applications strongly suggest that registrant eligibility is going to be pretty tightly controlled.
The applications state: “The mission of the <.TLD> registry is: To provide a unique and dedicated platform while simultaneously protecting the integrity of Amazon’s brand and reputation.”
They go on to say:

Amazon intends to initially provision a relatively small number of domains in the .CIRCLE registry to support the goals of the TLD… Applications from eligible requestors for domains in the .CIRCLE registry will be considered by Amazon’s Intellectual Property group on a first come first served basis and allocated in line with the goals of the TLD.

They state “domains in our registry will be registered by Amazon and eligible trusted third parties”.
Amazon has not yet published its TLD start-up information, which may provide more clarity on how the company intends to handle these strings.
I suspect we’ll be looking at a policy that amounts to a workaround of the closed-generic ban.
The registry seems to be planning to run its registry from AmazonRegistry.com.