Top 10 Most Expensive Domain Names

Here is the top 10 most expensive domain names. Just how much money is the word 'toys' worth on the Internet?

In a close bidding war, Toys 'R' Us bought the domain name at auction for $5.1 million, placing it among the top 10 most expensive domain names on record.

According to the Domain Name Journal's records, below is a list of the top 10 most expensive domain names.

1., $9.99 million

2., $9.5 million

3., $7.5 million

4., $5.1 million

5., $3 million

6., $2.75 million

7., $2.1 million

8., $1.8 million

9., $1.66 million

10., $1.5 million

The reason a generic word like "toys" has such value, he said, is because it's a massive key word. Hundreds of thousands, maybe millions of people type that word into search engines every day, generating an incredible flow of traffic to "It's like having a store in the middle of Times Square," Jackson said. "The name is really almost priceless." Jackson's industry magazine has tracked domain name sales since 2003.

Because transactions can take place privately and publicly, he said, it's difficult to record all sales. His magazine only records transactions that were pure cash sales. Others in the industry have speculated that sold for $12.5 million, sold for $7.5 million, and sold for $3 million. But as they were not pure cash sales, Jackson doesn't include them in his records. has not yet been added to his journal's records, but Jackson expects to add it once the name has been officially transferred to Toys 'R' Us.