Google has beaten Amazon to acquire the .app website domain name for $25m, in an auction held by the Internet Corporation for Assigned Names and Numbers (ICANN).
The internet giant's winning bid for the .app generic top level domain (gTLD) is the highest yet for an ICANN auction by quite some margin. In second place is Dot Tech LLC, which paid $6.7m for the .tech gTLD, with Fegistry a close third with its $5.5m bid for the .reality domain name.
The BBC reported that Google plans to make the .app domain name available for use by app developers.
"The proposed gTLD will provide application developers with the ability to customise domain and website name application offerings to signal to the general population of internet users that .app websites are indeed related to applications and application developers," Google said.
The Charleston Road Registry Inc, a Google-owned company, posted the winning bid on 25 February.
Google fought off 11 other companies (see table), with bidding lasting 13 rounds.
By the final round, only two bidders were left: Google and an unknown company. Google seized victory with a final bid of $25,001,000.
Domain name auctions can be a savagely competitive process.
Back in September 2014, Amazon nabbed the .buy gTLD for $4.5m, in a bidding war that saw off Google, Famous Four Media and a start-up called Donuts. The auction involved numerous other firms who also expressed interest in securing the domain.
A flurry of activity also followed the rollout of several regional domains in 2014.
When registrar Nominet made the .uk suffix available in June 2014, it recorded more than 50,000 purchases in the first 24 hours of the launch, with buyers including Sainsbury's, Burberry, Bentley and even Stephen Fry.
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