According to DomainIQ, Amazon owns nearly 40,000 domain names. This number could be much higher depending on the number of domain names the company owns that are registered under privacy proxy or have their registration data blocked due to GDPR. Within its portfolio are many thousands of new gTLD domain name registrations, which I notice in my DomainTools daily Registrant Alert email.
One observation I have made is that Amazon seems more interested in brand protection with its registration patterns than it does with using the new gTLD domain names. Observationally, for the most, Amazon doesn’t really use the vast majority of new gTLD domain names it owns. Some of its registrations are used for forwarding, but most do not seem to resolve. In fact, Amazon’s most well known promotion of a new gTLD domain name was in its Build on AWS campaign using BuildOn.AWS, and that domain name forwards to a page within its Amazon.com website.
Yesterday, I learned that Amazon is using a .Care domain name for a standalone website featuring its employee healthcare services. Julia Weikel from Donuts shared that Amazon is using and has branded its Amazon.Care domain name:
The domain is uncompromised, modern, memorable, and lets you know exactly what you’re getting. 🧑⚕️🤳 pic.twitter.com/HP1QGQqtEW
— Julia Weikel (@JuJuCatherine) January 20, 2021
As you can see by visiting Amazon.Care, it is completely separate from Amazon.com. The service is called Amazon Care, so the domain name spans the dot. Amazon Care is a pilot program employee healthcare benefit for Amazon employees and their families in and around Seattle, Washington. Interestingly, Amazon does not own AmazonCare.com, and it appears to be owned by a third party. That domain name was registered in 2016.
I think it is neat to see a company like Amazon using a .Care domain name. If Amazon rolls out Amazon Care to all of its employees, it will be interesting to see if the company continues to use Amazon.Care or if it shifts the website to its Amazon.com domain name.