I just reviewed eight of the company’s applications, and each one has similar language explaining who can register a second level domain under them: only Amazon.com and its subsidiaries.
…Amazon and its subsidiaries will be the only eligible registrants…
Now I can certainly see how this would be the case for something like .fire, since Fire is one of Amazon’s brands.
And I can sort of see how this makes sense with something like .cloud, or even .app, since they are big market opportunities for the company.
But .wow? .play? .free? .kids?
The good news for trademark holders is that, if Amazon gets these top level domains, they won’t have to worry about paying to block their marks. Because only Amazon.com can register them anyway.