This morning, I noticed that Prime.com had transferred domain registrars. The domain name moved from Fabulous to the corporate brand protection company, MarkMonitor. Prime.com remained under Whois privacy and the domain name did not resolve to any website at the time I published my article about the transfer.
A short time ago, I took a look at Prime.com, and I was forwarded to an Amazon Prime page within Amazon’s website. A Whois search at DomainTools confirmed that Amazon is the new registrant of Prime.com:
The acquisition of Prime.com was a very smart move for Amazon. For the past several years, Amazon has been promoting its Prime brand quite heavily. As a Prime member, our Amazon boxes come delivered with Amazon Prime promoted on the tape and packaging. Amazon has built Prime into its own brand, but like the Amazon brand, the Prime branding is pretty generic.
With Amazon’s acquisition of Whole Foods, the Prime brand is extending beyond Amazon. Prime members can get certain benefits when they shop at Whole Foods. I would not be surprised to see these benefits extend even further as Amazon makes subsequent acquisitions or partnerships. Prime could conceivably become a standalone extension of Amazon’s brand. Prime is certainly an Amazon brand above all else, but Prime is a known entity in and of itself. This likely made owning Prime.com more of a priority, and with Amazon’s massive revenues, an acquisition was pretty much a drop in the bucket for the company.
I would only be making a guess on this, but I think Prime.com was a mid seven figure or possibly an eight figure acquisition for Amazon. Prime.com is a truly generic domain name, and there are quite a few big companies with Prime in their branding that could have also wanted to buy the domain name. As I mentioned last year, Prime.com was listed in the Moniker/SnapNames domain name auction in 2011, and it had a reserve price range of between $1 million – $5 million. Since then, Amazon Prime has taken off and likely increased the value of the Prime.com domain name.