.amex

Overview

• .amex is a proposed brand generic top-level domain (gTLD) applied for by American Express (filed by American Express Travel Related Services Company, Inc.).
• It is positioned as a .BRAND gTLD intended to provide a trusted, hierarchical namespace for American Express brands and services worldwide.
• Registry noted in the application materials: Neustar; the string is part of ICANN's New gTLD Program.

History

• The .amex string was applied for during ICANN's New gTLD Program (Reveal Day referenced 13 June 2012 in application materials).
• Applicant: American Express (through its subsidiary, American Express Travel Related Services Company, Inc.).
• The application materials identify Neustar as the registry and list the gTLD status as proposed.
• American Express indicated plans to submit related gTLD applications for .AMEX, .AMERICANEXPRESS, and .OPEN.

Usage and Audience

• Intended primary registrants/users:
  • American Express itself and its applicable subsidiaries and affiliates (initial intended limit on registrations).
  • Consumers and customers accessing American Express-branded services and content via a trusted namespace.
• The applicant noted American Express already uses multiple TLDs for its content, including .com, .net, .org and country-code TLDs such as .ca, .co.uk, and .us.

Registration Rules

• The applicant states an intention to initially limit registration and use of domain names within .amex to American Express and its applicable subsidiaries and affiliates.
• This limited distribution, together with requirements referenced in Specification 9 of the template Registry Agreement, was intended by the applicant to exempt the registry operator from ICANN's annual Code of Conduct Compliance requirements.

SEO and Brand Impact

• Stated goals for .amex include:
  • Protecting and enhancing American Express's online presence and identity.
  • Expanding marketing and promotional efforts.
  • Providing a trusted channel for brands and services online.
• The proposal emphasizes brand control, a trusted namespace, and a hierarchical structure tailored to American Express's global services.

Notable Cases or Examples

• The applicant planned three related gTLD strings as part of its strategy: .AMEX, .AMERICANEXPRESS, and .OPEN.
• The intended limited-use (.BRAND) model means initial registrations would be restricted to the company and its affiliates rather than public commercial registrations.

% IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object

domain:       AMEX

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.AMEX 2001:dcd:1:0:0:0:0:9 37.209.192.9
nserver:      B.NIC.AMEX 2001:dcd:2:0:0:0:0:9 37.209.194.9
nserver:      C.NIC.AMEX 2001:dcd:3:0:0:0:0:9 37.209.196.9
nserver:      NS1.DNS.NIC.AMEX 156.154.144.10 2610:a1:1071:0:0:0:0:a
nserver:      NS2.DNS.NIC.AMEX 156.154.145.10 2610:a1:1072:0:0:0:0:a
nserver:      NS3.DNS.NIC.AMEX 156.154.159.10 2610:a1:1073:0:0:0:0:a
ds-rdata:     33586 8 2 7deb639c1b7c68838cb13ac4063cef638bd32b47a399f6fe712e893a9a8cec19

whois:        

status:       ACTIVE
remarks:      Registration information:
remarks:      https://www.americanexpress.com

created:      2016-07-21
changed:      2024-05-11
source:       IANA