Some of the world’s most recognised brands – Amazon, Apple, Beyoncé – have scored their .dealer domain name during the launch of the new gTLD’s Sunrise period that began on 25 March, while General Availability commences on 24 June.
“We are thrilled with the early response to .dealer Domains among trademarks; brands like Rolex, Google, and Mercedes Benz clearly understand the value in protecting not just their own assets, but protecting their online customers as well,” says Andy Macleay, co-founder of .dealer Domains. “As more businesses are forced to operate online, it creates more competition – legitimate and otherwise – which could lead to lost customers, missed revenue opportunities, and brand dilution. When consumers are looking for a brand or business online, they will easily find them and know it’s legitimate with the .dealer domain.”
.dealer was launched with the current and future state-of-the-internet issues in mind. Today, brands rely on the dealers and retailers that sell their products – from Patagonia apparel to iPhones to Kindles – to do so with integrity. The rise in online retailers has accelerated due to the pandemic which forced more businesses to operate, almost exclusively, online, resulting in a sea spray of lookalike businesses and a muddled search experience for consumers.
Looking ahead, there will be an inevitable future categorisation of the internet. Just like area codes rolled out in the last century, so too will domain names emerge across the internet to direct traffic, automate searches, and support scalability.
“Consumers do much, if not all, of their research and shopping online, even for high priced goods like a timepiece or high-end kitchen appliance. It seems only logical to make that process as simple, intuitive and seamless as possible,” continued Macleay. “Dealers must distinguish their brand or business among the millions of .coms.”
While pricing doesn’t appear to have been made publicly available, .dealer domains will have a premium price. For now though .dealer domain names are available exclusively to trademark holders until 1 June. Following Sunrise, non-trademarks can be registered starting on 17 June then general availability will commence on 24 June 2020. The premium pricing model is designed to maintain the availability of desirable domains for dealers at one flat fee.