On July 5, 1994, Bezos initially incorporated the company in Washington State with the name Cadabra, Inc. He later changed the name to Amazon.com, Inc. a few months later, after a lawyer misheard its original name as "cadaver". In September 1994, Bezos purchased the URL Relentless.com and briefly considered naming his online store Relentless, but friends told him the name sounded a bit sinister. The domain is still owned by Bezos and still redirects to the retailer.
Although As Seen On TV was founded in the 1980’s by Shark Tank panel member Kevin Harrington, the public domain label is often used to refer to all infomercials that have aired to date – ranging from the familiar Ron Popeil and his line of popular “o-matic” products, to Sir James Dyson and everyone in between. The infomercials all use direct marketing which allows customers to immediately understand the benefits of a product, and provides the seller with an easy way to track results and understand if a campaign will be profitable.