Amazon.com intends to only offer domain registrations to itself.

Amazon.com has applied for 76 top level domain names. But don’t expect to be able to register any second level domains underneath them.

I just reviewed eight of the company’s applications, and each one has similar language explaining who can register a second level domain under them: only Amazon.com and its subsidiaries.

…Amazon and its subsidiaries will be the only eligible registrants…

Now I can certainly see how this would be the case for something like .fire, since Fire is one of Amazon’s brands.

And I can sort of see how this makes sense with something like .cloud, or even .app, since they are big market opportunities for the company.

But .wow? .play? .free? .kids?

The good news for trademark holders is that, if Amazon gets these top level domains, they won’t have to worry about paying to block their marks. Because only Amazon.com can register them anyway.

29.1.1 Rights protection in gTLD registry operation is a core objective of Amazon

We will closely manage this TLD by registering domains through a single registrar. Although Amazon and its subsidiaries will be the only eligible registrants, we will nonetheless require our registrar to work with us on a four-step registration process featuring: (i) Eligibility Confirmation; (ii) Naming Convention Check; (iii) Acceptable Use Review; and (iv) Registration. As stated in our answer to Question 18, all domains in our registry will remain the property of Amazon and will be provisioned to support the business goals of Amazon. Because all domains will be registered and maintained by Amazon (for use that complements our strategic business goals), we can ensure that all domains in our registries will carry accurate and up-to-date registration records. We believe that the above registration process will ensure that abusive registrations are prevented, but we will continue to monitor ICANN policy developments, and update our procedures as required. 29.2 Core measures to prevent abusive registrations

To further prevent abusive registration or cybersquatting, we will adopt the following Rights Protection Mechanisms (RPMs) which have been mandated for new gTLD operators by ICANN:

• A 30 day Sunrise process

• A 60 day Trademark Claims process Generally, these RPMs are targeted at abusive registrations undertaken by third parties. However, domains in our registry will be registered only to Amazon or its subsidiaries through a single registrar who will be contractually required to ensure that stated rules covering eligibility and use of a domain are adhered to through a validation process. As a result, abusive registrations should be prevented.

In the very unlikely circumstances that a domain is registered and used in an improper way, we acknowledge that we will be the respondent in related proceedings and we undertake to co-operate fully with ICANN and other appropriate agencies to resolve any concerns.

29.2.1 Sunrise Eligibility

Our Sunrise Eligibility Requirements will clearly state that eligible applicants must be members of the Amazon group of companies and its subsidiaries. Furthermore, all domain names must be used to support the business goals of Amazon. Nonetheless, notice of our Sunrise will be provided to third party holders of validated trademarks in the Trademark Clearinghouse as required by ICANN. Our Sunrise Eligibility Requirements will be published on the website of our registry.

Want to file a UDRP against a second level domain controlled by Amazon? The company wants an exemption from standard rules. The only remedy it says will be cancellation, not transfer of the domain to the complainant, since only Amazon.com can register the domains.

Perhaps Amazon is going this route to make the applications easier. It does use the term “initially” in its application when discussing only a minimal number of domains being registered.

But I’m a bit shocked by the company’s plans. It effectively removes a large swathe of the new namespace from public consumption.