.APP leads the way as most requested expanded domain name at ICANN

Amazon opts for .JOY, much to everybody's bafflement

The Internet Corporation for Assigned Names and Numbers (ICANN) has revealed its list of generic top-level domains applied for during its domain name expansion process, with .APP a current leader.

While the overwhelming majority of applications have been US-based, domain name registration provider Names.co.uk has made an initial analysis of the most popular domain names being contested by some of the internet's biggest companies.

.APP has so far received 13 applications, with .HOME and .INC close behind with 11 each. Nine votes apiece go to .BLOG, .BOOK, .LLC and .SHOP.

"While it's no surprise to see .APP at the top of the pile, it is interesting to see both .INC and .LLC in the top 10," said Names.co.uk marketing manager Stephen Ewart.

"With 13 applications for .APP we can see an ongoing tussle over this domain, particularly as Apple has recently tried to trademark the term."

With some of the brands having invested large sums of money in the applications, Names.co.uk expects a fight before ownership is settled, with the likes of Amazon and Google duking it out for some of the more popular choices.

Amazon's apparent desire is to own the concept of happiness, with its sole application for the .JOY domain remaining a mystery for the time being.