Before choosing to go with Amazon.com, Jeff Bezos tried various names for his online business. The first name he coined was Cadabra Inc. However, people thought the name to be too obscure. He decided to change it to something else altogether. He tried various names before deciding on the current one-Amazon.com. Some other ones he tried included browse.com, awake.com, aard.com, relentless.com, and bookmall.com. He still owns the rights to relentless.com while others faded away in the darkness. Whenever someone tries to open relentless.com, it automatically takes them to the Amazon homepage.