The company is not using it as a standalone website, but they are forwarding the domain name to a 2014 Black Friday deals landing page within the Amazon.com website. I would not be surprised if the company is using Amazon.BlackFriday in marketing materials.
http://t.co/COkwezSQKu went live today.. Like a dream, only it’s real. I feel like Marty McFly in the future
— Frank Schilling (@Frank_Schilling) November 21, 2014
Some people might pooh pooh the fact that Amazon is using Amazon.BlackFriday as a forwarder instead of a full blown website, and I don’t agree with the sentiment. Amazon owns quite a few new gTLD domain names, and it does not appear that the company is using them (yet). For example, the company owns but is not yet using Amazon.NYC, Amazon.Holdings, Amazon.Tattoo, Amazon.Insure, and probably many others I did not check. I don’t think it would be wise to syphon off any traffic to an alternative website, especially given the importance of Black Friday shopping.
Amazon is also using some other new gTLD domain names as forwarders in addition to Amazon.BlackFriday. For example, the company is forwarding the following domain names to its main Amazon.com website: Amazon.Gift, Amazon.Gifts, Amazon.Club, and likely others.
This would indicate to me that the company is selectively using domain names it feels will be beneficial. Since Amazon itself is a new gTLD applicant, it will be interesting to watch how the company’s domain name strategy evolves over time.