Amazon is expanding its digital footprint with the launch of two new top-level domains (TLDs): .deal and .now. After a significant delay, the tech giant is finally rolling out these domains, nearly eight years after they were initially delegated by ICANN.

The first round, launched a decade ago, brought significant changes and learnings. Now, as ICANN prepares for the second round, we delve into past insights and future expectations, aiming to provide a comprehensive understanding for prospective applicants and industry observers.