Online retailer Amazon has stumped up $4.6m to purchase the exclusive rights to the .Buy domain name as it embraces a new generation of custom internet addresses.
Amazon reportedly saw off competition from Google (alongside two other unnamed companies) to obtain rights to the coveted address which was sold, along with a host of others, at auction.
According to domainnamewire.com this process also saw the sale of the .Tech domain for $6.76m whilst the .VIP address also exchanged hands for just over $3m.
The glut of new addresses stem from ICANN, the international body which oversees top level domains, which is in process of unleashing a clutch of new domains into the wild by year end.
Amazon has been a keen customer for such URL’s and is likely to snap up more it deems to be of benefit to its business.
Another domain which will soon go live is .organic which has signed up a number of top brands including Applegate, Stonyfield and the Rodale Institute.