• AI Domains
  • Pricing
  • Membership

    • .prime

    Generic top-level domainsIDNDNSSEC

    Overview

    • .prime is a delegated brand gTLD created under ICANN's New gTLD Program.
    • Amazon was the sole applicant and manages the TLD; Neustar provides registry services.
    • The TLD is intended for use in connection with Amazon Prime and related Amazon business activities.

    History

    • Revealed as an applied-for string during ICANN's New gTLD process (Reveal Day references in 2012).
    • Implemented / delegated in 2016 (registry status listed as Delegated; implemented date recorded as 07 Jun 2016).
    • Operated as a brand gTLD with Amazon controlling domain allocation and policy.

    Usage and Audience

    • Primary user: Amazon for Amazon Prime–related services and communications.
    • All .prime domains remain the property of Amazon and are provisioned to support Amazon’s business goals.
    • Amazon indicated no plan for broad public marketing or outreach for the TLD; provisioning is aligned with internal business needs.

    Registration Rules

    • Domain allocation is governed by Amazon’s Domain Management Policy; Amazon’s Intellectual Property group manages development, maintenance, and enforcement.
    • Registration process (four steps):
      • Eligibility Confirmation
      • Naming Convention Check
      • Acceptable Use Review
      • Registration
    • Naming and syntactic rules (examples provided by the applicant):
      • Length: at least 3 characters and no more than 63 characters
      • Characters allowed: letters (a–z), numbers (0–9), and hyphens
      • No hyphen in the 3rd and 4th positions (to avoid tagged domains)
      • Must start and end with an alphanumeric character (no leading or trailing hyphen)
      • Must not match ICANN-reserved strings, protected country names, or protected geographical terms
    • Internationalized Domain Names (IDNs) may be supported at the second level.
    • .PRIME domains may not be delegated or assigned to third parties; Amazon may revoke a license if use violates the Domain Management Policy.
    • Registry records: all .prime domains will carry accurate and up-to-date registration records.

    SEO and Brand Impact

    • As a controlled brand gTLD owned and managed by Amazon, .prime is positioned primarily for brand protection and direct brand communications rather than open, public registrations.
    • Amazon’s policies emphasize intellectual property respect and license terms, supporting a tightly managed namespace for Amazon Prime-related branding and services.
    • Privacy commitments: Amazon indicated it will implement appropriate privacy policies in line with local jurisdictions and participates in programs such as the U.S.–EU Safe Harbor (as noted by the applicant).

    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:       PRIME

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:       +1 206 946 7702
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.PRIME 213.248.218.51 2a01:618:402:0:0:0:0:51
nserver:      DNS2.NIC.PRIME 103.49.82.51 2401:fd80:402:0:0:0:0:51
nserver:      DNS3.NIC.PRIME 213.248.222.51 2a01:618:406:0:0:0:0:51
nserver:      DNS4.NIC.PRIME 2401:fd80:406:0:0:0:0:51 43.230.50.51
nserver:      DNSA.NIC.PRIME 156.154.100.3 2001:502:ad09:0:0:0:0:3
nserver:      DNSB.NIC.PRIME 156.154.101.3 2001:502:2eda:0:0:0:0:3
nserver:      DNSC.NIC.PRIME 156.154.102.3 2610:a1:1009:0:0:0:0:3
nserver:      DNSD.NIC.PRIME 156.154.103.3 2610:a1:1010:0:0:0:0:3
ds-rdata:     48080 8 2 b29003c3e5f60ce38190106f221d85b335972c9dec6ea671c1536f63e081d214

whois:        

status:       ACTIVE
remarks:      Registration information: http://www.nic.prime

created:      2016-05-19
changed:      2025-02-14
source:       IANA