What Is Landrush?
A landrush is a registration period during the launch of a new top-level domain when domains can be registered before they become available to the general public. Landrush periods typically follow the sunrise period (reserved for trademark holders) and precede general availability.
During landrush, registration fees are significantly higher than standard pricing — often $100–$1,000 or more per domain, compared to $10–$30 during general availability. The premium pricing manages demand and gives motivated registrants priority access to the best names.
If multiple parties apply for the same domain during landrush, most registries resolve conflicts through an auction among the applicants.
Why This Matters for Startups
New TLD launches are rare but relevant opportunities. If a new extension launches that fits your brand (like when .ai or .dev launched), the landrush is your best chance to secure a premium name before investors grab everything. Monitor ICANN's new TLD calendar and registry announcements. The premium landrush fee is often a fraction of what you'd pay on the aftermarket later for a desirable name.
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