A Battle Over Domain “.amazon” Going on for Seven Years and Still no Ending in Sight

By Richard Mann, Contributing Reporter

RIO DE JANEIRO, BRAZIL – The battle of Amazon retail giant for the .amazon domain on the internet has been going on for over seven years and is yet to end.

Icann, the global organization for web addresses and numbers, “has not yet reached a final decision or decided when it will be taken.” “The crucial element in such cases is the protection of the public interest,” it stated.

The dispute involves Amazon and eight countries of the Amazon Cooperation Treaty Organization, which divide the Amazonian territory – Bolivia, Brazil, Colombia, Ecuador, Guyana, Peru, Suriname, and Venezuela.

Last week Itamaraty (Brazilian Ministry of Foreign Affairs) questioned a request by the American company, which on January 17th demanded Icann for a final decision on the case. Named a first level domain, “.amazon” would become “.com”, “.org” or “.shop”.

The name would be exclusively attributed to the American brand on the Internet, which, in the view of South American countries, damages the sovereignty of its people – those entitled to use the domain for their interests.

The Ministry of Foreign Affairs says that Brazil is seeking a solution in which ACTO countries share responsibilities with the company “on core issues related to control of the top-level domain name through a management committee.”

It also deems important that second-level domain names (to the left of the site addresses) which may “mislead Amazon region issues” are not used by Amazon.

In recent months, the Brazilian government has dialogued with ACTO countries, the company, and Icann.

A recent diplomatic hurdle, however, delayed agreement negotiation. The crisis in Venezuela caused countries to attempt individual talks.

In March, the organization informed the countries and the company that the two parties would have four weeks to negotiate. They should submit a longer-term consensual plan or request.

As there was no agreement, Amazon called for the finalization of the case, which is now challenged by Brazil.