Google has finally launched a domain-name shop, providing a clean and simple management interface that will put it in direct competition with market leader GoDaddy. Called Google Domains, the service emerged from testing today – and allows anyone in the United States (international expansion coming soon) to register domain names under 80 or so tLDs from dot-academy to dot-ventures. Domains cost between $12 to $30 to register, and $12 a year to renew. Notable by their absence are top-level domains that Google owns, such as .google. The ad giant was the second largest applicant for new gTLDs, paying $185,000 each for 101 different dot-things ranging from .ads to .zip and pretty much everything in between. Instead, the gTLDs today listed in Google's domain store are owned by other registries – for example dot BUILDERS. The shop may well expand one day to include Google's own new top-level domains. There has been speculation for some time that the web goliath will offer domains from its own registry for free. That, combined with free hosting, email, cloud storage, chat services and domain management, could see the company up-end the registrar market in a similar way to what it did with Gmail and the hosted email world. However, for now, Google looks like a less confusing version of GoDaddy. It offers simple domain management tools such as creating sub-domains, email and website forwarding, free private registration, domain locking, name servers configuration, and so on.