.now is one of the latest generic TLDs to hit the market. It is owned by Amazon, and it became available for public registrations in late 2024.
What stood out to me is a recent surge of .now domain sales fetching five figures in the aftermarket, which is not usual for new gTLDs.
Just a few days ago, the domain watch.now sold for $79,988, which makes it the highest reported .now domain sale of all time.
The following are the 10 highest .now sales that have been reported as of the time of writing this post:
| Domain | Sold For |
|---|---|
| watch.now | $79,988 |
| love.now | $79,499 |
| wow.now | $37,500 |
| peace.now | $25,000 |
| sign.now | $15,359 |
| hungry.now | $14,892 |
| pure.now | $12,999 |
| rare.now | $11,359 |
| seriously.now | $9,200 |
| believe.now | $8,999 |
All of these were sold in July 2025, except for wow.now (sold in November 2024) and believe.now (sold in May 2025). Almost all transactions took place at Atom.com or their partners.
Will we see many more .now sales in the five-figure range or is it just a temporary hype? Time will tell…
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