Businessweek
To Amazon's website.
That's because Jeff Bezos initially thought of naming his online book store Relentless, not Amazon. He still owns the domain name which redirects to his e-commerce behemoth.
George Packer wrote a long profile on Bezos and Amazon in the New Yorker. Here's the bit on the naming of the company:
"Bezos originally thought of calling his company Relentless.com-that U.R.L. still takes you to Amazon's site-before adopting the name of the world's largest river by volume."
Brad Stone also discussed Relentless.com in his book, The Everything Store. In it, he wrote: "Friends suggested [Relentless] sounded a bit sinister. But something about it must have captivated Bezos: He registered the URL in September 1994, and he kept it." Other names Bezos mulled over include Awake.com, Bookmail.com, and Browse.com, according to Stone and The Huffington Post.
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.