Generic top-level domainsIDNDNSSEC
Overview
.fire is a delegated brand generic top-level domain (gTLD) created through ICANN's New gTLD Program. The string is associated with Amazon and its Kindle Fire product family; it functions as a branded namespace managed by Amazon.
History
- Delegated: 07 Jun 2016
- Registry operator (back-end): Neustar
- TLD status: Delegated
- TLD subtype: Brand gTLD
- Applicant / Manager: Amazon was the sole applicant and currently manages the TLD.
Usage and Audience
- Primary holder: Amazon. The application and registry indicate the TLD is intended for Amazon's use.
- Intended audience: Amazon customers and services related to the Kindle Fire product line and other Amazon properties.
- Applicant statement highlights Kindle Fire as a core use case and emphasizes Amazon's retail and content ecosystem (movies, TV, music, books, apps, games, web browsing, cloud storage, and related services).
Registration Rules
- Category: Brand TLD — control and registrations are under the brand holder.
- Ownership: "All domains in the .FIRE registry will remain the property of Amazon." (applicant statement)
SEO and Brand Impact
- Brand positioning: .fire is explicitly a corporate/brand namespace for Amazon and its Kindle Fire product, reinforcing brand consistency and control over associated domain names.
- Trust and recognition: Because the TLD is controlled by Amazon, it is positioned as a branded domain space rather than a publicly open gTLD.
Notable Cases or Examples
- Kindle Fire: The applicant's documentation names Kindle Fire as a primary product associated with the .fire string and describes the product and related Amazon services as intended uses for the TLD.
Operator
Amazon Registry Services, Inc.
Whois
% IANA WHOIS server % for more information on IANA, visit http://www.iana.org % This query returned 1 object domain: FIRE organisation: Amazon Registry Services, Inc. address: 410 Terry Avenue North address: Seattle WA 98109 address: United States of America (the) contact: administrative name: Program Manager, Registry organisation: Amazon Registry Services, Inc. address: 410 Terry Avenue North address: Seattle WA 98109 address: United States of America (the) phone: +1 206 646 5990 fax-no: +12069467702 e-mail: arsi-rzm@amazon.com contact: technical name: TLD Registry Services Technical organisation: Nominet address: Minerva House address: Edmund Halley Road address: Oxford Science Park address: Oxford OX4 4DQ address: United Kingdom of Great Britain and Northern Ireland (the) phone: +44.1865332211 e-mail: registrytechnical@nominet.uk nserver: DNS1.NIC.FIRE 213.248.218.57 2a01:618:402:0:0:0:0:57 nserver: DNS2.NIC.FIRE 103.49.82.57 2401:fd80:402:0:0:0:0:57 nserver: DNS3.NIC.FIRE 213.248.222.57 2a01:618:406:0:0:0:0:57 nserver: DNS4.NIC.FIRE 2401:fd80:406:0:0:0:0:57 43.230.50.57 nserver: DNSA.NIC.FIRE 156.154.100.3 2001:502:ad09:0:0:0:0:3 nserver: DNSB.NIC.FIRE 156.154.101.3 2001:502:2eda:0:0:0:0:3 nserver: DNSC.NIC.FIRE 156.154.102.3 2610:a1:1009:0:0:0:0:3 nserver: DNSD.NIC.FIRE 156.154.103.3 2610:a1:1010:0:0:0:0:3 ds-rdata: 60362 8 2 dc39cbebbf22e91a1bf4a4ba771010082509dbf8f3129b04199e8497ad8e71b6 whois: status: ACTIVE remarks: Registration information: http://www.nic.fire created: 2016-05-19 changed: 2025-02-14 source: IANA