What's your opinion on using the plural version of your keyword if the EMD is unavailable? Does it have much of a negative effect since the exact keyword is still part of it? I'm torn between registering the EMD .org or the plural .net for an Amazon site. For example if my main keyword was "dog collar", would it be wise to go with dogcollar.org or dogcollars.net? I'm assuming this won't make much of a difference, but I'm leaning towards the .org since its an EMD for the main keyword. I just don't like the look of a .org for an Amazon affiliate site. Thoughts?