Having a website ending in .com and .org is so last decade. The Internet Corporation for Assigned Names and Numbers (ICANN) recently announced that 100 different gTLDs, or generic top level domains, are on track to becoming incorporated into the Internet universe. You might see a URL ending with .sexy or .ninja over the next couple of weeks.
"This is a historic milestone for ICANN's new gTLD Program and the Internet as a whole," Christine Willett, vice president of gTLD operations, said in a statement. "The year ahead will be defined by new opportunities in a vastly expanding online landscape."
Each application costs $185,000, and both Amazon and Google are looking to capitalize on the boom of new names. Among the original 1900 applications, Amazon went after 76 different gTLDs, while Google went after 101.
Leslie Phillips, the head of marketing communications for the consulting firm Fairwinds, said that both Amazon's and Google's involvement is a sign that these new extensions will succeed. "They're not in the habit of investing in loser ideas," she told ABC News. "It's a significant investment for two of the leading tech companies in the world."
But many of the applicants are sticking with a single application. Hyatt only wants .hyatt, Gucci only wants .gucci, and perhaps surprisingly, Apple only wants .apple. Phillips said that it's those companies that are going to end up making gTLDs popular.
"The brands are the ones leading the way," she said. "This will enable companies to really experiment and get closer to their customers while extending their brand. It's the future of the Internet."