After a long break, Amazon is launching three new generic top-level domains – .free, .hot, and .spot. The Sunrise period for trademark holders is currently underway.

It is recommended that trademark holders consider registering these new gTLDs both from a marketing perspective and for brand protection.

Registered domains in bad faith have long been a headache for trademark holders, particularly due to the widespread practice of registering domains that are infringing others’ trademark rights, especially in regions like China.

Of particular interest to marketers is the new .free extension, which naturally fits campaigns offering giveaways, trials, or free services. However, this also makes it an attractive target for phishing and cybersquatting that exploits well-known trademarks. Registering your trademark under .free can be a worthwhile investment and a recommended measure for brand protection.

The .hot extension works well for trending products or phenomena that are “hot right now.”

The .spot extension, in turn, serves excellently as a marketplace-style domain – the “spot to shop,” “spot to chill,” or “spot to discover.”

While .hot and .spot are not as obvious for protective registrations as .free, they can be valuable additions to a company’s domain portfolio.

Public availability expected to begin on May 19, 2025 (estimated)

To register the new domains during the Sunrise period (April 2–May 2, 2025), trademark holders must be registered with the Trademark Clearinghouse (TMCH).

During the Sunrise period, trademark owners can apply for domain names corresponding their marks before these new gTLDs become generally available—currently expected on May 19, 2025.

If you would like to add domains with these new generic extensions to your brand rights portfolio, please contact us.

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