The hell.com domain name failed to sell in a live online auction this weekend and is still available, according to domain name registrar and reseller Moniker.com.

Although two bids – one for $500,000 (about £263,000) and one of almost $1m (£526,000) – were received, the bidding never got close to the reserve price of $2.3m (£1.2m) being sought by hell.com's unnamed owner, said Monte Cahn, chief executive of Moniker.com.

"There is still lots of interest in hell.com," said Cahn, adding that he's received correspondence from several prospective buyers who were not at the live auction that began on Friday. One reason the domain name didn't sell, he said, was that it was added to the pool of names being offered only in the last week, which didn't give Moniker.com much time to advertise its availability.

Hell.com was one of more than 250 high-profile internet domain names that were for sale to the highest bidders this weekend at the third annual live auction, held at the World Association of Domain Name Developers' Traffic conference in Florida.

The auction did sell 113 domain names, or more than one-third of the names up for grabs, according to Moniker.com. Those names sold for more than $4.75m (£2.5m).

The largest winning bid was $1.5m (£789,000) for domain name cameras.com, while mortgage.net sold for $149,000 (£78,000) and creditcards.net sold for $120,000 (£63,000), according to the company. Sexeducation.com also sold for $120,000, university.org went for $100,000 (£53,000), flowers.mobi sold for $200,000 (£105,000) and beachfrontproperty.com sold for $32,000 (£17,000).