Wayfair is one of Amazon’s largest competitors. The publicly traded company (W on the NYSE) has a market capitalization of nearly $25 billion. While Wayfair.com is a major brand name today, the company started out by purchasing and utilizing solid keyword .com domain names and building out websites on them. Ten years ago, the company that had been known as CSN Stores rebranded as Wayfair, and the rest is history.
The move off of individual keyword domain name brands and into one larger umbrella brand turned out to be a prescient decision as Google changes deemphasized the search engine value of keyword matching .com domain names. Instead of smaller websites operating individually, the company wisely chose to operate under an umbrella brand name called Wayfair.