Online retailer Amazon's attempt to register a new .amazon domain name suffix appeared to have failed - thanks to the efforts of the actual Amazon.
The Internet Corporation for Assigned Names and Numbers (ICANN) is currently reviewing the first batch of new suffixes, which will augment traditional web addresses like. .com, .co.uk and .gov.
Billed as the biggest expansion of internet addresses in its history, the review currently underway looked at applications from companies, governments, organisations and countries for their own domains. Some - such as ". онлайн" (Russian for website) and ".شبكة" (Arabic for web) have already been approved.
Many of the trickier requests are those from brands to register their own domains - .Amazon was just one of them.
But now it appears that the shopping giant may lose its battle - thanks to a consortium of Latin American countries opposing it on the grounds that their rainforest got there first.
The group of countries including Brazil, Argentina, Chile, Peru and Uruguay wrote to ICANN ahead of its critical meeting in Durban to explain that their forest and river deserves precedence.
"'.amazon' is a geographic name that represents important territories of some of our countries, which have relevant communities, with their own culture and identity directly connected with the name," said the letter, according to the New York Times.
"Beyond the specifics, this should also be understood as a matter of principle."
Now the Governmental Advisory Committee of ICANN has recommended the domain not be approved. And while their word isn't necessarily final, it looks like Amazon might miss out.
"We're reviewing the G.A.C. advice and we look forward to working with Icann and other stakeholders to resolve these issues as the process moves forward," said Amazon (the shop) in a statement.
Another controversial request by the company Patagonia to register its own domain of the same name was withdrawn after similar complaints by regional organisations.