.eero
Is .eero a real TLD? Who’s applying to run it?
.eero is not contested. One application for it is on ICANN’s Reveal Day list, as of 7 October 2026. It is Amazon.
A closed brand TLD: only the brand's own group would use it, so there is no namespace for anyone else to buy.
the applicant's own corporate group and its product teams, for first-party addresses such as device setup, support and account pages; not available to outside registrants
The 2012 applications making the most similar bet. Chosen by AI from every string in that round, without being told what happened to any of them.
Same bet: a short, coined, vowel-forward invented word that is the entire corporate identity of a single consumer-hardware maker, so the namespace only works if that one company's brand carries recognition on its own.
Same bet: a manufactured, meaningless-until-marketed device-brand string owned by one electronics firm, whose value rests purely on the parent's ability to drive traffic to its own hardware line rather than on any inherent demand for the word.
Same bet in structure — a single consumer-device brand held as a closed namespace by a large platform parent — but it repurposes an existing dictionary word rather than being a pure coinage, so it carries ambient meaning that a fully invented name does not.
What a .eero domain is
.eero is not a TLD yet. It is a string on our record of the ICANN 2026 new gTLD round, filed under Brand. One application for it is on ICANN’s Reveal Day list.
Is the .eero domain extension real yet?
.eero is not yet a domain extension you can register: nothing resolves under it, and no registrar sells names in it. It is a string applicants have put forward in the ICANN 2026 new gTLD round, the process that decides whether it becomes one.
When can you buy a .eero domain?
You can’t yet. ICANN publishes every applied-for string on Reveal Day, 7 October 2026 at 18:00 UTC. A .eero name can only be registered after that, once the string is delegated and its registry opens. Last round's closest parallel to .eero was .aigo, delegated on 16 August 2016.
Is .eero a real TLD?
Not yet. .eero is not in the DNS root, so nothing resolves under it. It’s here because .eero is on ICANN’s Reveal Day list of applied-for strings. Every entry on this page links to its source.
- Amazon · first recordedICANN
“ARSI2666T-T66071 · Amazon Registry Services, Inc. · primary”ICANN
- Band chosen: 1-9, no realistic market. The string is a brand name rather than a generic word, and the single application on the record is from Amazon Registry Services, Inc. (status: confirmed; no category tag recorded). Strings of this shape are operated as closed .brand TLDs, where only the brand owner and its affiliates register names and no aftermarket exists; by analogy with the closed brand TLDs from the earlier round, the realistic outcome is a handful of first-party addresses for product setup, support and marketing, with usage that depends on the owner's own routing decisions. It is not in the 10-29 band because that band assumes some open demand, however shallow or event-driven; a closed brand string offers no address a third party can acquire, so resale and brand-signal value to an outside buyer are nil rather than merely weak. It is not lower within the band because, for its one intended user, the string can carry genuine primary-identity utility (a short, memorable product namespace under the owner's control) and reduces phishing surface compared with second-level names, which is a real if narrow value. Main market uncertainty: whether the owner actually routes customer-facing traffic through the TLD or leaves it dormant, which by analogy with earlier .brand TLDs is the dominant split in outcomes.