Status: Proposed
Registry Provider: Neustar
Type: Brand TLD
Priority #: 598 - American Express

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.amex is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is American Express.[1]

Application Details

The following is an excerpt from the applicant's response to question #18:

"American Express Travel Related Services Company, Inc. (ʺTRSʺ), a subsidiary of American Express Company (ʺAmerican Expressʺ), has filed this application for the .AMEX gTLD with the intention of bringing to market a trusted, hierarchical, and intuitive namespace for consumers to access content related to American Express brands and services worldwide. American Express is a global services company, providing customers with access to products, insights, and experiences that enrich lives and build business success. American Express content is accessible in multiple TLDs, including the .COM, .NET, and .ORG gTLDs, and the .CA, .CO.UK, and .US ccTLDs.

TRS intends to submit three gTLD applications for the strings .AMEX, .AMERICANEXPRESS, and .OPEN.

American Express may analyze and evaluate other .BRAND gTLD applications, as well as general market adoption, to determine short- and long-term potential best-in-class use case options to more effectively service and enhance its online strategy. Although ICANN has not specifically recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand owner community that this will become a specialty subset of the new gTLDs. The .AMEX gTLD is planned as a .BRAND gTLD, with the goals of protecting and enhancing American Expressʹ online presence and identity, expanding its marketing and promotional efforts, and providing a trusted channel for its brands and services online.

TRS intends to initially limit registration and use of domain names within the .AMEX gTLD to American Express and its applicable subsidiaries and affiliates. This initial use will allow TRS to establish its operations and achieve full sustainability. This limited distribution, coupled with the other requirements set forth in Specification 9 of the template Registry Agreement, is intended to exempt TRS from ICANNʹs annual Code of Conduct Compliance requirements.[2]