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hypothetical ad for
No, this is not yet a real internet ad.

It's just one example of the millions of .store websites and others that are set to revolutionize the online shopping experience. A site like could well become a highly successful commercial venture — by whoever is allowed to acquire it.

The same possibilities apply equally to the .shop string.

However, it is also possible that one company will own both the .store and .shop strings in their entirety. That company could exclusively own millions of sites like and all cross promoted and linked. No-one else to be allowed on board. An unprecedented private internet. A complete monopoly of all .store and .shop domain names around the globe.

Application excerpt

"A .STORE registry will:

"Enable Amazon to protect its intellectual property rights...

"All domains in the .STORE registry will remain the property of Amazon...

".STORE domains may not be delegated or assigned to third party organizations, institutions, or individuals...

"Domains in the .STORE registry will be provisioned to support the business goals of Amazon...

"Because the .STORE registry will be a single entity registry and for purposes which serve Amazon’s strategic business aims, the reserved names cannot be offered to Governments or other official bodies for their own use as this would conflict with the mission and purpose of the gTLD...

".STORE will be a single entity registry, with all domains registered to Amazon for use in pursuit of Amazon’s business goals. There will be no re-sellers in .STORE and there will be no market in .STORE domains. Amazon will strictly control the use of .STORE domains...

"Amazon is applying for .STORE to provide a dedicated platform for stable and secure online communication and interaction. Amazon has several thousand registered intellectual property assets of all types including trademarks, designs, and domain names...

"...Amazon and its subsidiaries will be the only eligible registrants...

"Although only Amazon and its subsidiaries can register domain names in our registry, we will bring to the attention of requestors of domain names the Terms & Conditions of registration..."

Source:, Amazon .store application

Amazon has applied for no less than 76 domain strings.

Same Story With .shop Domains

Imagine the global market power Amazon will possess if it acquires both the .store and .shop domain extensions, in exclusivity.

Amazon has also applied for the .shop string, though in that case there are eight other applicants, including Google who can certainly afford to win any bidding war — if they choose to. Though many of their other applications such as .search and .cloud will have priority.

Amazon's .shop application appears to be the same as it's .store application, for example:

"All domains in the .SHOP registry will remain the property of Amazon..."

Source:, Amazon .shop application





.Store domains

By 2014, one company may exclusively own all the following fine shopping domains. These could number more than one million.

Presented here is just a partial list. The dot store registry will own every conceivable dot store domain in existence, with no requirement to divest them to any other business in the world. Whether they are depends on who becomes the successful applicant.

Exactly the same principle applies to the dot shop registry, which could also likely be the same company. This is the truth as it currently stands. Just one company may exclusively own every .store and .shop domain name in the entire world, covering every product in existence.

In marketing terms, the monopolistic advantage of owning such a valuable shopping string would be immense. The owner could leverage the innate prestige and authority of the string across every shopping category. With total control over the string, no scammers or cheats would be permitted, thus building further trust. A trust not universally applicable in the dot com string.

And with advanced web technology, the websites don't even need to "exist" in the traditional sense. Rather, they can be dynamic — served on demand powered by some kind of semantic product engine.

...So theoretically, you could type into your browser, and a dynamic virtual site would instantly display with thousands of shoes for sale.

Amazon, already the world's largest online store, has applied to own both the .store and .shop strings.

".STORE will be a single entity registry, with all domains registered to Amazon for use in pursuit of Amazon’s business goals. There will be no re-sellers in .STORE and there will be no market in .STORE domains. Amazon will strictly control the use of .STORE domains."

Amazon .store application — Question 28: Abuse Prevention and Mitigation

"A .STORE registry will...

• Enable Amazon to protect its intellectual property rights."

Amazon .store application — Question 18(a): Describe the mission/purpose of your proposed gTLD

So in theory, instead of going to Amazon and searching for shoes under "Apparel" or "Clothing" or "Footwear", you would be able to find your item via direct navigation in your browser. By visiting and countless other sites. All in the knowledge that your shopping experience would be backed by the reliability and trust that you can expect from a professionally run company like Amazon.

These strings aren't limited to mere physical products. All geo names like & and concept names like and will also be owned by one single registry and very likely with exclusivity. This would undeniably be anti competitive. Every future product yet to be invented will also be pre-owned.

As far as is known by Super Monopolies, the successful winning registries of domain strings like .store will be able to prohibit competitors from any access to the string, such as,,, and, iconic retailers in various countries. The stakes are high — the application fee for a seat in the high rollers room is $185,000 — winner take all.

Examples of broad category domains.

A few general examples of valuable category defining .store domains:

new domain samples

Examples of concept and geo domains.

Countless concept and geo & location sites are destined to be created:

new domain samples

Examples — the broad apparel category.

Every shopping category is covered, using apparel as an example:

new domain samples

Examples — electronics category.

Electronics and computing is another major category with countless sub-categories:

new domain samples

It's exactly the same deal with the .shop category.

Every example on this page applies equally to the .shop gTLD. Here is yet another premium selection of names:

new domain samples

The .store category is just one of the hundreds of new gTLDs under consideration. Many of the serious issues and commercial implications described here also apply to the other strings. Various companies are seeking sole ownership of various gTLDs to build a competitive advantage over their rivals.

NOTE: There are many applications for product strings which you can see in the applicant list here. They include major retail products like: .toys, .phone, .book, .movie, .tires, .wine and .watches.

Applicants for the .store registry:

There are seven applicants for the dot store string. You can see ICANN's full list of applicants here. It's hard to imagine anyone outbidding Amazon for this particular string, since this is their core business. Google could, but it's hard to imagine why they would.

NOTE: If you look at ICANN's list of applicants, you may need to research who the applicants actually represent. For example, the "Charleston Road Registry" is Google.

Applicants for the .shop registry:

There are nine applicants for the .shop string. There are even two additional applications for .shopping.

SPECIAL NOTE: The author has not read the individual applications for the above, and does not know which applicants if any are applying for exclusive ownership of these domains. The author does not state or imply that any of the applicants is seeking to establish a monopoly in the wide-ranging field of "store" or "shop". Only that it is not expressly prohibited by ICANN's application process, and that some of the world's largest corporations intend to acquire and implement various gTLDs privately and exclusively. The global commercial consequences of this unprecedented scenario are unknown.



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au time logo — A hypothetical analysis of the new top level domain names — coming in 2013-14.



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