Amy Gesenhues says, “This week’s ICANN auction resulted in the largest amount ever paid for a TLD when Google purchased .app for a record-breaking $25 million.

According to a DomainNameWire.com report, twelve companies were bidding for the domain name during ICANN’s auction on Wednesday, with Google eventually out-bidding other applicants, including Amazon.com, Minds + Machines and Radix.

The .app domain name is a natural fit with the Google Play Store now that Google is an official domain registrar. The company opened its domain services to all users last month, after launching its invite-only domain service in June of last year.

Sounding a bit slap-happy about the winning bid, a Google spokesperson told Business Insider, “”We’ve been excited and curious about the potential for new TLDs for .soy long”.

Google Buys TLD “.App” For $25 Million In Record-Breaking ICANN Auction

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