That does sound vaguely familiar. Jeff did have a handful of other "name candidates" sitting around, and this seems like one in keeping with the sort of thing he was thinking about. I don't specifically remember it though.

They must have turned off the redirect sometime in the past few years. diapers.com also used to land on amazon.com :)

"Bezos and his wife grew fond of another possibility: Relentless.com. Friends suggested that it sounded a bit sinister. But something about it must have captivated Bezos: he registered the URL in September 1994, and he kept it. Type Relentless.com into the Web today and it takes you to Amazon." -- Stone, Brad. The Everything Store (p. 31). Little, Brown and Company. Kindle Edition.

N.B.: "Today", in the context of that quote, is ca. 2013, when the book was published. relentless.com redirected to amazon.com for me this morning (2021-02-03).

Now he can make it redirect to blueorigin.com - or not. IDK.

I've also heard this and still think `relentless` is the best way to describe Amazon's behaviour I've heard, love em or hate em.

I believe Bezos was a huge fan of Shackleton’s Endurance expedition; so it could have been homage to that.

I thought it was endless.com that also redirects to Amazon.com