Amazon released the Fire TV in April into a market already chock-full with streaming media boxes that one can attach to a television. At the same time, it filed for an "Amazon Fire" trademark and two service marks. Amazon also claims the word "Fire" itself on its long list of trademarks, and Amazon lawyers are apparently already engaged in sweeping the Web of sites that contain the mark.

The anonymous proprietor of fireTVnews.com explained on his site that Amazon has given him seven days to turn over the domain to them because it contains an Amazon trademark. He wrote:

I’ll admit, when I registered the domain, I knew there was a possibility that one day I would be contacted by Amazon’s trademark lawyers. I naively thought Amazon was nicer than your average mega corporation and registered the domain anyway. Lesson learned. It would have been nice if they gave me more than 7 days, or at least given me a way to contact them. Instead, I’m supposed to give them the domain release information through their standard ‘Contact Us’ form. I’m just one guy with a small blog and a few loyal readers, so I wont be fighting their request. This website will continue, but under a different name and URL. I will post the new website information shortly. I hope everyone reading this will stick around and not get lost in the move.

Yesterday, the site completed a move to AFTVnews.com, gave up its Facebook page, and changed its Twitter handle as well. The news site appears to be tiny, with just 84 Twitter followers. (Twitter followers aren't lost when a handle changes.) He wrote:

The new name may not be as good as the previous one, but I wanted to stay away from any reference to the word ‘Fire,' yet keep the name similar... [T]his ordeal has taken a lot of my time recently. I apologize if the post quality or frequency has diminished the last few days. I should be getting back in the swing of things now that the name change is complete.

The news site contains various nuggets about Fire TV, such as tips on getting cheap Instant Video credits and a weekly post on new apps for the platform.

Neither AFTVnews nor Amazon responded to requests for comment about the move.

Amazon's takeover of an independent news site comes about a month after Ikea lawyers moved to take the domain of the popular Ikeahackers website. That move produced a surprising amount of pushback around the Web, and Ikea lawyers are now negotiating with the site's owner, Jules Yap.