Dictionary domains vs non-dictionary brandables

[KoalaDomains]

A lot of interest here seems to be around dictionary-word domains.

That's understandable. They're easier to reason about, and EMD logic still works for SEO and all that.

At the same time, plenty of real companies don't use dictionary names at all. There's amazon.com, not bigonlinestore.com.
And buy.com - probably the ultimate commercial dictionary name - ended up rebranding to rakuten.com.

Curious where people here stand on dictionary vs non-dictionary names.
For those who buy brandables, what guides your choices?

 

[Jannes]

Amazon is a dictionary name and so is Rakuten in Japan.

I don't know what guides my choices, but this guy has certainly been a great influencer:

https://www.namepros.com/blog/an-in...lenging-persistent-domain-name-views.1295876/

https://www.namepros.com/blog/an-in...art-2-creating-effective-brand-names.1296378/