Google, Amazon battle for control of TLDs

ICANN has published 1,930 applications for generic top-level domains, of which many are contested by more than one applicant. Google and Amazon are squaring off over no fewer than 21 separate TLDs, including ".music" and ".app," setting the stage for a lengthy battle and perhaps a high-stakes auction to determine control. The order in which applications are processed will be determined through a controversial process called "digital archery," which could leave some brands having to wait up to two years for access to their new domains.

http://adage.com/article/digital/google-amazon-vie-top-level-domains-search-movie/235356/