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How does 'amazon.com' make sense for an "online retailer" company?

eBay?

newegg?

Apple? Granted it was originally Apple Computer, but they dropped the "Computer" from their name because it gives them flexibility to be recognized for much more than just computers.

IMO, if you want to be a run-of-the-mill company, choose a descriptive name so that you can be easily picked out of the phone book. But if you want to be an exceptional company, don't limit yourself with a restrictive name.

Sorry I wasn't thinking and posted the reply before I was finished by mistake. I think the lack of specific meaning for "Lob" or association with anything in particular is beneficial enough to put aside the strangeness of it.

Probably as much as google did for search back in the day.