" Google it " has become the widely-used phrase many internet surfers use to refer to a general web search. Since Amazon is the world's leading e-com website why don't we " Amazon it " when we want to buy something? Same applies to "ebay it " which is quite easy to say and shorter than " google it ". Related question for domainers: When you buy / register a brandable e-com domain name do you consider the end users' customers and how they might use the name in everyday speech? Cheers.