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Sample Brand Domains


.merck (1)
.merck (2)



This small list of brand domains represents less than one eighth of around 680 pending applications. The potential collective impact on the internet is significant — given the immense resources and market power of these global corporations.

NOTE: IDNs (internationalized domain names) such as brand names in Chinese or Arabic scripts are not currently covered by this site.





The .amex Dot Brand

American Express Company is a global firm providing a range of personal & business credit card services with a particular focus on travel.

American Express places a high level of importance to the potential trust dividend through operation of a private gTLD. The .amex extension would "Establish a trusted source of information about American Express for the millions of consumers who use the company's services, for investors seeking information about American Express, and for the general Internet user population..."

Amex currently operates a wide variety of gTLD domain names such as, and, but anticipates finding value in owning a single unifying dot brand identity — a single trusted source . "Given its broad consumer base and operations in the U.S. and abroad, TRS (Amex Travel Related Services) believes that the .AMEX gTLD can provide an online, single-source identifying function for customers."

Amex also states that they anticipate launching fewer than 10,000 websites on the .amex string in the first five years of operation.

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American Express... has filed this application for the .AMEX gTLD with the intention of bringing to market a trusted, hierarchical, and intuitive namespace for consumers to access content related to American Express brands and services worldwide.

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American Express recognizes the possible benefits accruing from the .amex string, such as innovation, improving navigation to Amex brands and content, and also providing the company with wide options to create short and intuitive domain names.

Owning a brand domain will also assist in the fight against illegal online activities and reduce the need for defensive registrations. This might not only benefit Amex, but consumers as well.

Depending on how the new gTLD field plays out over the next few years, Amex will consider shifting content from its multiple websites over to the new .amex string. This will depend on consumer perception and the status of other dot brands and so on.

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Once all testing has been successfully completed, TRS may begin allocating domain names in .AMEX for more widespread internal use. During this same period of time, American Express may also begin evaluating strategies to potentially migrate traffic away from its current network of second-level domain names, which are registered in a variety of TLDs, to TRS' new .AMEX gTLD.

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globe pictureGeographic Dot Brands

Like numerous other brand domain applicants, Amex expresses a wish to apply for use of currently prohibited geographical identifiers at the second level (to the left of the dot). For example, it is certain that Amex would like to operate websites such as, and, but country names are currently reserved under the Registry Agreement.

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Given its broad consumer base and operations in the U.S. and abroad, TRS looks forward to collaborating with other new gTLD registry operators (especially .BRAND gTLDs) in potentially working with ICANN's GAC to explore processes that could permit the release of initially reserved country names (including ISO-3166 two-characters).

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Possible .amex Brand Domains


Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.

All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.

Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.

This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.

It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.

ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.

For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).

If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.

ICANN new gTLD applications

ICANN official website



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The Brand Domains — it's unprecedented — the advent of around 680 companies launching their own dot brands began in 2014.



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