Amazon has bought the new .buy domain name for $4.6 million, out-bidding rival Google in the process.
Domain Name Wire, which makes it its business to keep and eye on such things, noted that the online retail giant has beaten out its search giant rival to snag the desirable new domain name.
Apparently, only Amazon and one other bidder went in with a bid of more than $1.5 million, which shows what a high price has been paid.
It hasn't been a good period for Google, as the company also lost out on the .tech domain name to a company called Dot Tech LLC. That went for an even more eye-watering $6.7 million, which may well be a record. This was even more hotly contested than .buy.
Google also lost out to a third desirable domain name auction, .vip. That went for a little over $3 million.
These are just the most high profile of a range of new domain names that ICANN - the governing organisation for such things - will be making available over the coming months.
So, chin up, plucky little Google. You may get your chance at a shiny new domain name yet.
While Amazon might be concerning itself with .buy, of course, it's ultimately concerned with selling stuff. To that end, it's just announced a new duo of affordable Kindle Fire HD tablets, a revamped flagship Kindle Fire HDX 8.9, and a brand new e-reader in the Kindle Voyage.
Read More: Amazon Fire Phone review