History of the TLD

.best is a generic top-level domain (gTLD) introduced under the ICANN New gTLD Program and delegated into the DNS root on 19 December 2013. It was originally managed by BestTLD Pty Ltd, an Australian company, and later acquired by The Best SAS, a French company. The TLD entered general availability in 2014 and has been available for public registration without specific restrictions. 

Main Use and Industry Position

.best is positioned as a branding‑focused TLD that conveys excellence, superior quality, and industry leadership. Organisations and individuals use .best domains to signal that their products, services, content, or expertise represent the “best” in their field. It appeals to businesses, online stores, review sites, personal brands, and creators seeking a memorable brand identifier. 

Comparison to Other TLDs

Compared to legacy TLDs like .com, .net, and .org, .best is less widely adopted and does not carry the same universal recognition. It is similar to other descriptive gTLDs such as .shop, .online, and .store, which target specific branding or industry niches rather than general use. Its primary advantage over legacy TLDs is expressive branding potential, while its disadvantage is lower inherent trust and familiarity among general internet users. 

Pros and Cons of the TLD

Pros

• Conveys high quality, excellence, or leadership in a field

• Distinctive branding for products, services, or personal portfolios

• Available for registration without restrictions

Cons

• Lower general recognition compared to legacy TLDs such as .com

• May be perceived as less authoritative by some users

• Potentially higher renewal costs depending on registrar pricing

Registration Criteria

.best domains are available to individuals, businesses, organisations, and creators without special eligibility requirements beyond standard domain registration rules. 

Summary

.best is a generic top‑level domain designed to emphasise excellence and superior branding. It is available globally and can be registered by any eligible registrant. While not as universally recognised as .com or other classic TLDs, .best offers strong positioning for niche brands, curated content, and services aiming to highlight leading quality.