Three weeks ago, Samba.com sold for $143,000 in a NameJet expiry auction. Samba.com is an exceptional domain name, and there are many branded companies that would benefit from owning it. At $143k, it wasn’t out of the realm of possibility that an aggressive domain investor acquired the domain name to be a portfolio asset. That doesn’t appear to have happened.

Samba.com now redirects to Samba.tv, the primary domain name of Samba TV, an analytics company specializing in television audience insights. Backed by substantial venture funding, Samba TV’s technology is integrated into numerous smart TVs, allowing advertisers to deliver more relevant ads and personalize content recommendations based on viewing habits.

Liquidity Group, a company that is billed “as a leading AI-driven direct lender operating a multibillion-dollar portfolio globally,” made a significant domain name upgrade. Liquidity Group acquired the Liquidity.com domain name. It had been using LiquidityGroup.com for its web presence. The company appears to use the shorter “Liquidity” in much of its branding.

In a press release announcing the domain name acquisition and transition to Liquidity.com, it was shared that the domain name had a seven figure price tag. Unfortunately, the exact price of the domain name was not shared by the company so we will not see it listed in the sale charts maintained by DNJournal or NameBio.

In September, I reported on the sale of the Rocket.com domain name. Rocket.com was sold for an undisclosed amount of money in a deal overseen by Andrew Miller of Hilco Digital. Following the sale, the domain name was transferred to CSC under Whois privacy, leaving the identity of the buyer unknown.

I have been periodically visiting Rocket.com and checking for any Whois or nameserver updates to try and learn who acquired the domain name. This morning, a new landing page appeared on the domain name, and the buyer has been revealed – Rocket Companies, Inc.

Yesterday, TechCrunch published an article about Zoe, a startup that recently raised $15 million in additional funding. To date, Zoe has raised $118 million in funding. Notably, this startup uses the brand matching Zoe.com domain name for its website.

In looking at some internal pages on Zoe.com, I was able to see the company got its start on the off-brand JoinZoe.com domain name. Wisely, JoinZoe.com now forwards to Zoe.com.

G.O.A.T. Foods operates a number of confectionary and food-related brands on exceptional one word .com domain names. You can buy licorice via Licorice.com, you can buy chocolate via Chocolate.com, you can buy pretzels via Pretzels.com, and you can buy caramels via Caramels.com.

The company’s authoritative domain names are coupled with great branding, and they go beyond e-commerce websites. I have seen GOAT Foods’ branded vending machines at various points in my travels. The business model seems to be working for the company, as evidenced by its growth and development of new brands.

Last night, GOAT announced the forthcoming launch of Cookies.com. As you can imagine, Cookies.com will sell cookies: