The .shop new generic Top Level Domain has received over 2,000 registrations and over $2 million in revenue, and General Availability does not even open until next week. The announcement came ten days before the commencement of General Availability on 26 September (at 15:00 UTC).But the Japanese GMO Registry has a long way to go before it recoups its investment. In January this year GMO paid what was then a record $41.5 million for the right to operate the new gTLD beating six other applicants including Google, Amazon and the Chinese e-commerce company Beijing Jingdong. That has now been beaten by the $135 million the Verisign-backed Nu Dot Co paid for .web at auction in late July..shop was first opened exclusively to trademark holders on 30 June for a 60-day Sunrise phase. During Sunrise applications were received from 1,182 trademark holders in more than 30 countries around the world.The .shop Early Access Program, currently in progress, runs from 1 to 26 September and provides first pick from among the vast opportunities for intuitive and memorable domain names for online and offline shops. 741 names have been registered during this Early Access phase and as each phase progresses the registration cost gets cheaper.GMO Registry operates more than 40 new gTLDs including .tokyo and GeoTLDs representing major Japanese cities, while global brands including Canon and Hitachi have chosen GMO Registry as a technology partner to build exclusive branded namespaces under their own gTLD.