- Jun 10
- 17 min read
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Some domain names sell for more than luxury homes, private islands or professional sports teams. While most businesses can register a domain for a relatively small annual fee, a handful of premium domains have sold for millions because of their branding power, search demand and ability to attract visitors.
From single-word .com domains to industry-defining names tied to finance, travel and technology, these record-breaking sales show how valuable the right web address can become. Here are 23 of the most expensive domain names ever sold and the stories behind them.
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TL;DR: most expensive domain names
The most expensive domain names ever sold include Cars.com ($872 million), Business.com ($345 million), LasVegas.com ($90 million), CarInsurance.com ($49.7 million) and Insurance.com ($35.6 million).
These high-profile sales span industries such as automotive, finance, travel and technology, showing how businesses and investors are willing to pay premium prices for memorable, highly marketable web addresses
In this guide, you'll learn:
Which domain names sold for the highest prices ever recorded
What makes some domain names worth millions
Recent high-value domain sales and market trends
How domain names gain value over time
The benefits of owning a custom domain
How to choose the right domain name for your website
What domain flipping is and how it works
How to estimate the value of a domain name
When using a website builder like Wix, you can find and register a domain for free when you have a paid plan.
The 23 most expensive domain names ever sold
The demand for domain names continues to grow. According to the latest Domain Name Industry Brief, there were 392.5 million domain name registrations worldwide in Q1 2026, up 24.1 million (6.5%) year over year. As competition for quality names increases, many businesses are turning to the domain aftermarket to secure memorable and brandable domains.
Whether purchased by tech giants, domain brokers or savvy investors, some people pay big bucks in these transactions, driven by brand recognition, market dominance or speculative investments.
01. Cars.com: $872 million
The most valuable domain name today is widely recognized as Cars.com, which was valued at $872 million during a 2014 transaction involving Gannett Co., Inc. The value highlights the domain's critical role in generating leads and traffic for car dealerships across the United States.
02. Business.com: $345 million
Business.com sold for $2 million in 2007, although its stock's $345 million valuation at the time of acquisition made it one of the most expensive domain sales ever reported. Today, the domain leads to a website dedicated to helping visitors learn how to start a business.
The domain’s branded name is relevant to business owners worldwide, making it an ideal URL for attracting the attention of entrepreneurs in global locations.
Pro tip: Get inspiration finding your own business’s domain name with a business name generator.
03. LasVegas.com: $90 million
LasVegas.com proves the power of location-based domains. One of the most expensive domain names ever sold, LasVegas.com changed hands for a staggering $90 million, highlighting the immense value of a name tied to a world-famous city.
The sale demonstrates the financial potential in the travel and tourism industry. Companies that understand the draw of highly recognizable, location-specific domains are willing to invest substantial sums to secure prime digital real estate that drives traffic, bookings and brand authority.
CarInsurance.com sets the standard for domain name values today. One of the most expensive domain names on the internet, CarInsurance.com marked a significant milestone when it was auctioned off to QuinnStreet for a record-breaking price of $49.7 million in 2019.
The transaction underscores the financial potential in the car insurance industry. Companies who recognize the value of established websites like CarInsurance.com are willing to invest significant sums to secure top-tier internet real estate.
A WHOIS lookup reveals the registered owner of any domain, unless they've enabled privacy protection.
05. Insurance.com: $35.6 million
In 2020, Insurance.com was sold for 35.6 million US dollars to QuinnStreet at an auction. At the time, it set a new record for the most expensive domain name. This domain now powers a website that acts as a “quick start guide” for insurance shopping, offering tips on finding the most affordable insurance plans.
06. VacationRentals.com: $35 million
Vacationrentals.com redirects to VRBO, is a vacation company with a focus on group travel. In 2007, the domain was acquired for $35 million. Acquiring a versatile domain name is a smart move for a niche business with the right budget, especially for brands targeting customers who use generic search terms such as "vacation rentals."
07. PrivateJet.com: $30.18 million
PrivateJet.com highlights the value of niche luxury domains. One of the most expensive domain names ever sold, PrivateJet.com was purchased for $30.18 million, reflecting the high demand in the private aviation market.
The transaction underscores the financial potential of premium, industry-specific domains. Businesses that recognize the credibility and instant authority a name like PrivateJet.com conveys are willing to invest significant sums to secure top-tier digital real estate.
08. Voice.com: $30 million
Voice.com, which used to be owned by MicroStrategy, was acquired by blockchain-based social media platform Block.one in 2019. The cash transaction facilitated by GoDaddy hit a record breaking purchase price of over $30 million, setting a new benchmark for sales of public domains. Voice.com, an intriguing and catchy domain name, currently serves as a marketplace for NFTs.
09. Internet.com: $18 million
In 1995, Netcom Online Communications Services Inc. made history by purchasing the domain name Internet.com at auction. It sold for a staggering $18 million, making it one of the most expensive domain names at the time. Later in 2021, it was put up for sale at a private auction when Business Wire reported that “Internet.com offers a unique global platform—the name, ‘Internet,’ and the domain, ‘.com,’ and the traffic that those two terms generate, bring enormous value to the domain.”
To this day, Internet.com remains a highly valuable asset for its owners. In addition to generating traffic from users who type in the address directly, it’s a chance to promote their other online properties.
10. 360.com: $17 million
In 2016, 360.com made a notable entry into the list of the most expensive domain names, with a domain value set at twice the price of the previous record holder . It was sold by Vodfone to entrepreneur Zhou Hongyi Domain (also known as a “domain gangster”) for $17 million. 360.com’s substantial price tag reflects the website's extensive global reach and its robust brand recognition in the online landscape.
11. NFTs.com: $15 million
In August 2022, NFTs.com was sold for $15 million through a transaction brokered by Domainer.com and GoDaddy. Although the domain was sold to an undisclosed individual, the brokers revealed in a press release that the buyer already has associations with other web3 assets catered to artists. Today, the landing page reads “Powered by DigitalArtists.com Marketplace”—given the recent decline in the NFT marketplace, it will be interesting to see if NFTs.com remains a worthy investment.
12. AI.com: $11 million
This highly relevant domain name is rich in SEO keywords, making it trendy with rising tech companies. In February 2023, Open AI acquired AI.com for $11 million, making it one of the most expensive domain names ever sold. By the summer of 2023, the domain name was flipped to Elon Musk's X.ai.
What does the future have in store for this domain? Over the past year, AI.com continues to build desirability in the tech industry. Today, AI.com redirects to Google's AI tool, Gemini. The fact that it keeps getting flipped by major companies underscores its growing value.
13. Hotels.com: $11 million
Hotels.com was sold for $11 million in 2001 by the owners of the Expedia group. While it’s an expensive investment for a domain name, the owners now believe their purchase was a “bargain.” Drawing in over 45 million visitors of traffic per month, Hotels.com LP now has 85 websites in 34 languages.
14. Tesla.com: $11 million
Originally, Tesla owned TeslaMotors.com, but the company recognized its limitations. For a prominent brand, having a domain name that exactly matches its business name is crucial. Additionally, most users typing "Tesla.com" would likely intend to visit the Tesla Motors website.
Elon Musk revealed that acquiring Tesla.com in 2014, which cost around $11 million, took ten years of negotiations to purchase. That’s longer than it took Tesla to design, build and sell its first car. Musk’s determination and the value of Tesla’s domain name highlight the significance of branding in the digital age.
15. Fund.com: $10 million
In 2008, Fund.com was sold to Guggenheim Partners, who invented it for use as an online resource for investors. Although the site never launched, the domain name was sold off with a price tag of $10 million. Today, Fund.com features web content that offers a variety of resources for financial advice.
16. Connect.com: $10 million
In 2022, online marketing and CRM service HubSpot made a strategic acquisition by purchasing Connect.com for $10 million. Today, Connect.com is an ambitious networking website that acts as an extension of the HubSpot company. Few domain names could match the branding potential of Connect.com—strategic to enhancing the online presence of a new type of social networking service.
17. Diamonds.com: $7.5 million
Like the rare stones themselves, Diamond.com is iconic in the jewelry store industry. The domain name rose in value alongside the rise of jewelry eCommerce, hosting several iterations of jewelry vendors online. In May 2006, Diamond.com changed hands for its most expensive domain sale to date: $7.5 million.
18. Beer.com: $7 million
If we typed in the URL Beer.com in 2004, we’d find a search engine for all sorts of topics related to beer. At the time, the broad domain name was one-of-its-kind on the internet, valued at $7 million. Flash forward to 2021, Thought Convergence auctioned off Beer.com with a lot of 26 other related domains—including cervezas.com (Spanish), Bier.com (German), and BeerRatings.com—for a decreased value of between $1 million and $5 million.
Today, Beer.com is still for sale, using a bold landing page design to market the domain collection that will “capture the entire global beer market in one fell swoop.”
Pro tip: Use a landing page builder to market your own special offers online.
19. Z.com: $6.8 million
Z.com is one of only six single letter domain names using a generic top level domain (.com, org. and .net.) Today the domain hosts a website for one of Japan’s leading service providers, GMO Internet. In 2014, the internet group purchased Z.com for $6.8 million from Nissan North America.
20. Toys.com: $5.1 million
When Toys R Us decided to shift focus onto e-commerce in 2019, they already had the perfect domain ready for online toy shoppers: Toys.com. According to TechCrunch, Toys R Us won a heated bidding war when purchasing Toys.com for $5.1 million back in 2009. Thanks to the foresight that drove Toys R Us to purchase the domain, the site draws in hundreds of thousands of customers a month.
21. Shop.com: $3.55 million
Shop.com was sold to Altura International by the company Internet Real Estate group in November 2003 for $3.5 million. While the broad domain works for the website for corporation Market America, it might not be as suitable for small businesses. Today, an eCommerce website should include a more personalized domain name that resonates with customers.
22. Place.com: $3 million
Place is a service provider to real estate agents and brokers providing end-to-end software and business solutions. At the time of acquisition, the owners revealed that Place.com surprisingly had no marketing or advertising departments, despite an impressive 11.3 million profit in 2020. The purchase of the domain name was identified as a crucial step in Place's aspiration to establish a consumer brand.
23. Max.com: $1.8 million
Sometimes, a commonplace domain name will become one of the biggest names in business. Consider Max.com’s rebrand in 2023—who could have predicted that HBO, one of the world’s biggest television companies, would distinguish their streaming service with a single word, “Max”? In a deal brokered by NameExperts, Max.com was sold by Max International, a nutritional supplement company for $1.8 million in 2023.
Learn more: What is a domain name?
Domain name | Sale price | Year of sale | Description |
CarInsurance.com | $49.7 million | 2019 | Sold to QuinStreet, this domain highlights the high value of the car insurance industry and remains one of the most expensive domains to date. |
Insurance.com | $35.6 million | 2020 | Purchased by QuinStreet, this domain is now a go-to resource for quick tips and comparisons for affordable insurance plans. |
VacationRentals.com | $35 million | 2007 | Acquired by VRBO, this domain appeals to travelers seeking group travel options and generic vacation rental searches. |
Voice.com | $30 million | 2019 | Sold to Block.one, this catchy domain is now an NFT marketplace and set a record for public domain sales. |
Internet.com | $18 million | 1995 | Purchased by Netcom Online and later resold in 2021, this domain thrives on natural traffic and global relevance. |
360.com | $17 million | 2016 | Sold to entrepreneur Zhou Hongyi, this domain demonstrates strong branding potential and extensive global reach. |
NFTs.com | $15 million | 2022 | A key domain in the web3 space, NFTs.com is dedicated to artists and highlights blockchain tech’s growing appeal. |
AI.com | $11 million | 2023 | Acquired by OpenAI and later flipped to X.ai, this high-demand domain now redirects to Google’s Gemini AI tool. |
Hotels.com | $11 million | 2001 | Purchased by Expedia Group, this domain draws millions of monthly visitors and continues to thrive globally. |
Tesla.com | $11 million | 2014 | Acquired after ten years of negotiation, this domain underscores Tesla’s dedication to a powerful and streamlined brand presence. |
Connect.com | $10 million | 2022 | Purchased by HubSpot, this domain enhances their vision for a networking platform and positions them in the CRM market. |
Fund.com | $10 million | 2008 | Originally intended as an investment resource, this domain now offers financial advice, maintaining its status as a premium digital asset. |
Diamonds.com | $7.5 million | 2006 | Capitalizing on the rise of jewelry eCommerce, this domain remains an iconic player in the jewelry industry. |
Beer.com | $7 million | 2004 | Once a beer-themed search engine, this domain is now marketed as part of a larger beer-related domain collection. |
Z.com | $6.8 million | 2014 | One of only six single-letter .com domains, this rare URL was purchased by Japan’s GMO Internet Group. |
Toys.com | $5.1 million | 2009 | Acquired by Toys R Us, this domain has been a key driver for their eCommerce success, drawing in thousands of visitors monthly. |
Shop.com | $3.55 million | 2003 | Now used by Market America, this domain works as an eCommerce platform for a large corporation but stresses the need for personalized URLs for smaller brands. |
Place.com | $3 million | 2020 | Acquired to help position Place as a leading real estate service provider, this domain was a vital move toward establishing their consumer brand. |
Business.com | $2 million | 2007 | A widely recognized domain, Business.com is a valuable resource for entrepreneurs globally and continues to serve as a top site for business guidance. |
Max.com | $1.8 million | 2023 | Rebranded by HBO for its streaming service "Max," this domain proves how simplicity and relevance can reshape a brand’s identity. |
Recent high-value domain sales
While most domain names are affordable and easy to register, some are valuable enough to sell for millions. In fact, in the past couple of years, we’ve seen a wave of high-profile, high-dollar domain sales.
Here are a few of the biggest recent domain sales:
Chat.com – Sold to OpenAI for $15.5 million
Rocket.com – Purchased for $14 million
Icon.com – Sold for $12 million in early 2025
You.ai – Sold for $700,000
Pump.ai – Closed at $60,000
What’s driving these numbers? Short, memorable .com domains have always been in demand, but AI-related domains, especially those ending in .ai, are quickly climbing in value too. If you’re still choosing your own domain, keep an eye on trends like these. It’s a helpful way to spot opportunities and understand what makes a domain name truly valuable in today’s market.
What is a domain name?
A domain name is part of a website’s URL, also known as the web address people type into their browsers in order to arrive at a specific site. A domain name consists of two main parts, including the name of your website and its top level domain extension (TLD). For example, in Wix.com Wix is the domain name of the site while the .com is the TLD.
A domain works like this: The domain name system (DNS) is part of your website infrastructure which translates domain names into an IP address that computers can understand. It sends the domain name to the IP of the web server, which then allows users to access the site by typing in the web address.
A domain name is one of the most essential parts of a website, giving you content visibility online. For example, a domain name can help your site and certain web pages get indexed.
Learn more:
Why are some domains so expensive?
Ever wonder why some domain names come with hefty price tags? It often comes down to how unique, relevant and memorable they are. Single-word domains are incredibly valuable because they’re simple and easy to recall. Domains like "coffee.com" are concise, instantly recognizable and directly tied to a widely searched term—making them highly desirable.
Industry-specific domains also attract competition. For example, names like poker.world or lightbet.com offer instant credibility within online gambling and connect directly to what users are searching for. A trusted extension like .com further boosts value by signaling professionalism and global recognition.
Some businesses invest in premium domains to secure their position, or to keep competitors from owning a valuable keyword. The right name strengthens branding, marketing and long-term visibility, making it a powerful digital asset.
As Cyrus Partow, the CEO of ShipTheDeal says:
"The domain itself becomes part of your pitch—it signals how serious and long-term you're thinking. When I launched ShipTheDeal, I invested upfront because I knew trust was half the battle in eCommerce platforms. My advice: think about your ideal customer's confidence level, not just your budget today."
Why these domain names are so valuable
Type-in traffic: Generic keyword domains (e.g., cars.com) attract visitors who type the term directly into their browser.
SEO advantage: Premium domains often perform better in search, helping sites gain organic visibility faster.
Strategic acquisitions: Companies sometimes buy domains to dominate their market or block competitors (as with VacationRentals.com).
Confidentiality: Many top-tier sales go unreported due to confidentiality agreements, so record-breaking deals may never be public.
Learn why some business owners are wiling to pay $100+ a year for a premium domain.
What are the benefits of using a custom domain name for my website?
With millions of websites competing for attention, a custom domain can help your business stand out and build credibility. Having your own domain name will help customers connect to your website with trust and authoritativeness:
Credibility: A custom domain name is more professional, leaving a positive impression on visitors and stabilizing your online presence. Learn more about what custom domains are.
Trust: Your website is often a customer’s first impression of your business, and a quality domain name makes your website easy to find and remember. This means customers actively seeking your services may recall your site over and over again and build trust in your brand.
Authoritativeness: Using relevant names and keywords signals authoritativeness to visitors and search engines alike. This optimization can boost visibility and can draw in new customers.
Expert tip from Ofir Gvili, domains PMM at Wix:
“Domains are like digital real estate: the right name can grow in value as your brand grows. Choose wisely now and you’ll thank yourself later when your online identity feels timeless and recognizable.”
How to choose a domain name for your website
Registering a web address on your own is one of the most important first steps to building a professional website. To choose the right domain name for your website, type of domain name, follow these steps:
Choose a website builder with secure hosting: When you use a website builder, a custom domain and web hosting are usually part of your premium package, avoiding the extra fees. You’ll also benefit from built-in website security protocols, ensuring your domain’s data is protected.
Use a domain name generator: The best domain name generators will give you ideas to get started. Try Wix's domain name generator today.
Keep it short: Technically speaking, domain names can include up to 63 characters. However, the best practice is ensuring it's easy to remember, so we don’t recommend stretching yours that long. Choosing a domain name between 2-3 words, or 3-12 characters long is a good rule of thumb.
Stay on brand and use SEO keywords: Make sure you align your domain name with the rest of your marketing efforts, such as your business name or SEO keywords. You can use a domain name search tool to generate ideas around your business name and see if the domain you want is available.
Pick the right domain extension: As you plan your website, there are many types of domains that can serve your purpose. It’s common to use a more traditional domain extension, which are among the most common industry domain names. You may also want a new top level domain that will stick out in your industry. For example, .biz, .art, .forum, .zip, .music, are all newer TLDs that may be relevant to your specific niche. You may also consider country-specific TLDs such as .fr (France) or .in (India).
Secure your domain name: Once you’ve found a domain name that you like available, it’s time to learn how to register a domain name. If you’re not using a website builder with integrated domain purchases and hosting, the best domain registrars can help you with this process.
As Ronak Kothari, the Owner of Ronkot Design, LLC shares:
"My biggest rule is: your domain should instantly communicate what you do. I've seen too many businesses get clever with wordplay and lose potential customers who can't figure out their service from the URL alone."
I want to buy a domain, where to start?
What is domain flipping?
Domain flipping is the practice of buying a domain name and later selling it for a higher price — much like house flipping, but instead of physical property, you’re dealing with digital real estate on the web.
Investors have increasingly recognized domain names as valuable digital assets. Certain domains hold strong trademark, branding and keyword potential, making the domain market especially active among startups and tech industries.
Risks and rewards of domain flipping
Investing in domain names comes with its share of risks, but it can pay off if done right. Success starts with careful research, staying on top of market trends and having an eye for which domains might gain value over time. While registering a standard domain usually costs between $10 and $45 a year, premium domains or those in hot niches can sometimes come with a much heftier price tag.
If you’ve got a knack for spotting hidden gems, domain flipping could turn into a rewarding venture. The key? Buy undervalued domains at the right time and sell when demand spikes. Just be cautious to steer clear of trademarks or established brand names—getting this wrong could land you in legal trouble.
How to check what your domain name is worth
If you own a domain name that is no longer useful or you want to learn how to buy a domain name as a potential investment, determining its value is essential. Your domain could be the name of the next big start-up or brand. But how do you find out what it's worth?
There are several methods to help you assess the value of your domain name:
Market research: Compare prices for similar domain names with related keywords. This will give you an idea of your domain's potential value.
List your domain: List your domain name for sale on online marketplaces like Flippa to receive offers from potential buyers. This method provides a direct evaluation of your domain's worth.
Domain appraisal tools: While not foolproof, domain appraisal tools can provide an estimated value based on factors like keyword relevance and search engine rankings.
Before you sell a domain, make sure it's the right time for it. For example, while a domain connected to NFTs may have been a hot commodity at the start of the 2020s, today, it's becoming less popular and therefore dependable than it once was in the past. On the other hand, domains associated with emerging technologies like AI may have long-term potential for growth.
You may also be interested in the cheapest domain extensions.
Most expensive domain names FAQ
What's the most valuable domain name ever sold?
The most valuable domain name today is widely recognized as Cars.com, which was valued at $872 million during a 2014 transaction involving Gannett Co., Inc. The value highlights the domain's critical role in generating leads and traffic for car dealerships across the United States. Keep in mind, many high value domain names are not publicly disclosed due to non-disclosure agreements during the transaction.
Is domain flipping legal?
Yes, domain flipping is legal. It involves buying a domain name and later selling it for a profit, similar to investing in real estate. However, registering domains that contain trademarked brand names or are intended to mislead customers can lead to legal disputes and potential loss of the domain.
Why are some domains more expensive than others?
Some domains are more expensive because they're short, memorable and highly relevant to popular industries or search terms. Names that use common words, strong keywords or trusted extensions like .com often attract more demand from businesses and investors. Factors such as brandability, search popularity, existing traffic and limited availability can also significantly increase a domain's value.
What are the most expensive domain extensions?
The most expensive domain extensions are typically .com, followed by popular extensions such as .ai, .io and .co. These extensions are in high demand because they're widely recognized, trusted and often associated with valuable industries like technology and AI.
What makes a domain name expensive or valuable?
A domain name's value depends on factors such as length, memorability, keyword relevance and demand. Short, easy-to-spell domains with popular terms or strong branding potential tend to command higher prices. Established traffic, a trusted extension like .com and relevance to a profitable industry can also increase a domain's value.
