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    • .tushu

    Generic top-level domainsIDNDNSSEC

    Overview

    • .tushu is a brand top-level domain (gTLD) applied for by Amazon in ICANN's New gTLD Program.
    • The string "tushu" can mean "books" in Mandarin Chinese; a similarly spelled term appears as a Hindu holiday ("tusu").
    • The proposal positions .tushu as a controlled namespace run according to Amazon's Domain Management Policy.

    History

    • .tushu was applied for as part of ICANN's New gTLD application process (Reveal Day: 13 June 2012).
    • ICANNWiki lists the TLD status as "Proposed" and records Neustar as the registry operator in that entry.
    • The applicant and intended manager is Amazon; the application includes detailed policies and operational goals submitted to ICANN.

    Usage and Audience

    • As a brand gTLD proposed by Amazon, .tushu is intended to serve Amazon's internal business goals rather than open public registration.
    • The string's literal meaning in Chinese ("books") suggests potential relevance to publishing, media, or retail content related to books, but Amazon's application emphasizes controlled use aligned with Amazon's services and brand protection.

    Registration Rules

    • Registration will be governed by Amazon's Domain Management Policy, developed and enforced by Amazon's Intellectual Property group.
    • Registration workflow (as described in the application):
      • Eligibility Confirmation
      • Naming Convention Check
      • Acceptable Use Review
      • Registration
    • Naming and format constraints (per the application):
      • Length: minimum 3 characters, maximum 63 characters
      • Allowed characters: letters (a–z), digits (0–9) and hyphens
      • No hyphen allowed 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 strings reserved by ICANN or protected country/geographical names
    • Internationalized Domain Names (IDNs) may be supported at the second level.
    • All .tushu domain names will remain the property of Amazon; domains may not be delegated or assigned to third-party organizations, institutions, or individuals.
    • Amazon reserves the right to revoke a license to use a .tushu domain if the Domain Management Policy is violated.
    • The registry will respect third-party intellectual property rights and maintain accurate, up-to-date registration records.
    • Privacy measures: Amazon indicated it will implement appropriate privacy policies and cited participation in the U.S.–EU Safe Harbor program as an example.

    SEO and Brand Impact

    • Amazon states the goals for .tushu include providing a stable, secure platform, greater control over technical architecture, and enhanced protection of intellectual property.
    • As a brand gTLD controlled by Amazon, .tushu is positioned as a closed, brand-managed namespace intended to support Amazon's reputation and business objectives rather than broad, public use.

    Notable Cases or Examples

    • Applicant: Amazon (application submitted during ICANN's New gTLD Program).
    • Registry (listed in ICANNWiki metadata): Neustar.
    • Application reveal date: 13 June 2012 (application included detailed policy excerpts and operational intent).

    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:       TUSHU

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.TUSHU 213.248.218.85 2a01:618:402:0:0:0:0:85
nserver:      DNS2.NIC.TUSHU 103.49.82.85 2401:fd80:402:0:0:0:0:85
nserver:      DNS3.NIC.TUSHU 213.248.222.85 2a01:618:406:0:0:0:0:85
nserver:      DNS4.NIC.TUSHU 2401:fd80:406:0:0:0:0:85 43.230.50.85
nserver:      DNSA.NIC.TUSHU 156.154.100.3 2001:502:ad09:0:0:0:0:3
nserver:      DNSB.NIC.TUSHU 156.154.101.3 2001:502:2eda:0:0:0:0:3
nserver:      DNSC.NIC.TUSHU 156.154.102.3 2610:a1:1009:0:0:0:0:3
nserver:      DNSD.NIC.TUSHU 156.154.103.3 2610:a1:1010:0:0:0:0:3
ds-rdata:     38627 8 2 81d6d592c13f144d74bbde9d4a93531338245e9ac1781eec826d4b610947d1a2

whois:        

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

created:      2015-11-12
changed:      2025-02-14
source:       IANA