Trending: Why Amazon is suddenly going on the offensive amid a growing techlash

amazonsignage2Amazon has beat Google to purchase the new .buy top-level domain, paying just under $4.6 million dollars in an auction that saw the two tech titans duke it out for control over a new corner of the internet.

Bellevue-based Donuts also participated in the auction.

Now, Amazon has to come to an agreement with the Internet Corporation for Assigned Names and Numbers (ICANN) that allows Amazon to administer the domain, and then the company will be able to use .buy to further its own products, or potentially sell it to other commerce-conscious folks who want to register websites. It will join the group of other TLDs that the company has been gunning for, including .zappos, .like, and .you.

All told, Amazon has applied for 76 domains, though it won’t get all of them when the dust has settled.

It’s all a part of a massive online land-grab that’s taking place as companies around the world try to snap up potentially profitable top-level domains for them to use on their own or sell to consumers. Donuts has played a large role in new TLD registration, though it didn’t have deep enough pockets to compete with Amazon’s ambitions this time around.

Previously on GeekWire: Buying a new gTLD domain name? The process .sucks

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