Generic top-level domainsIDNDNSSEC
Overview
.americanexpress is a proposed brand generic top-level domain (gTLD) applied for under ICANN's New gTLD Program by American Express Travel Related Services Company, Inc., a subsidiary of American Express. The string is intended to serve as a trusted, hierarchical namespace for content related to American Express brands and services worldwide. The TLD is listed as a brand gTLD and the registry is indicated as Neustar, with status recorded as Proposed.
History
- Application revealed during ICANN's New gTLD Program reveal day on 13 June 2012.
- Applicant: American Express Travel Related Services Company, Inc. (a subsidiary of American Express).
- The applicant indicated plans to submit multiple related gTLD applications, including .AMEX, .AMERICANEXPRESS, and .OPEN.
Usage and Audience
- Intended primary users: American Express and its applicable subsidiaries and affiliates.
- Purpose and goals stated by the applicant:
- Protect and enhance American Express' online presence and identity.
- Expand marketing and promotional efforts.
- Provide a trusted channel for American Express brands and services online.
- Applicant noted American Express content is already accessible across other TLDs such as .com, .net, .org and various ccTLDs (for example, .ca, .co.uk, .us).
Registration Rules
- Initial registration and use planned to be limited to American Express and its applicable subsidiaries and affiliates.
- The applicant indicated this limited distribution, together with requirements set forth in Specification 9 of the template Registry Agreement, is intended to exempt the registry from ICANN's annual Code of Conduct Compliance requirements.
SEO and Brand Impact
- Framed by the applicant as a way to create a trusted, brand-controlled namespace that can strengthen brand identity and consumer trust.
- Positioned to centralize American Express services and marketing under a clear, brand-specific domain, which may aid user recognition and brand consistency.
Notable Cases or Examples
- Related applied-for strings mentioned by the applicant: .AMEX, .AMERICANEXPRESS, and .OPEN.
- The applicant highlighted existing American Express presence on other gTLDs and ccTLDs such as .com, .net, .org, .ca, .co.uk, and .us.
Operator
American Express Travel Related Services Company, Inc.
Whois
% IANA WHOIS server % for more information on IANA, visit http://www.iana.org % This query returned 1 object domain: AMERICANEXPRESS organisation: American Express Travel Related Services Company, Inc. address: 200 Vesey Street address: New York NY 10285 address: United States of America (the) contact: administrative name: Admin organisation: American Express Travel Related Services, Inc. address: 200 Vesey Street address: New York NY 10285 address: United States of America (the) phone: +1 212 640 2000 fax-no: +1 212 640 9212 e-mail: ngtld-amex@cscglobal.com contact: technical name: IANA Contact organisation: GoDaddy Registry address: 100 S. Mill Ave, Suite 1600 address: Tempe AZ 85281 address: United States of America (the) phone: +1 480 505 8800 fax-no: +1 480 624 2546 e-mail: iana@registry.godaddy nserver: A.NIC.AMERICANEXPRESS 2001:dcd:1:0:0:0:0:9 37.209.192.9 nserver: B.NIC.AMERICANEXPRESS 2001:dcd:2:0:0:0:0:9 37.209.194.9 nserver: C.NIC.AMERICANEXPRESS 2001:dcd:3:0:0:0:0:9 37.209.196.9 nserver: NS1.DNS.NIC.AMERICANEXPRESS 156.154.144.9 2610:a1:1071:0:0:0:0:9 nserver: NS2.DNS.NIC.AMERICANEXPRESS 156.154.145.9 2610:a1:1072:0:0:0:0:9 nserver: NS3.DNS.NIC.AMERICANEXPRESS 156.154.159.9 2610:a1:1073:0:0:0:0:9 ds-rdata: 34516 8 2 1586cd9180548b70d0d4978f816744c95202f6d63e8685866025116314e629a7 whois: status: ACTIVE remarks: Registration information: remarks: https://www.americanexpress.com created: 2016-07-22 changed: 2024-05-11 source: IANA