How to Choose an Amazon Seller Name

August 4, 2022

Choosing the right Amazon seller name is one of the most important business decisions you will ever make. Your Amazon seller name is essentially your brand on the marketplace. It will forever be associated with your brand image, what gives customers the right (or wrong) impression of you, and what you sell.

You want everyone to associate you with satisfaction. This means choosing an Amazon seller name that identifies you with quality products and service. But you also need something that distinguishes you from everyone else, so that it’s easy to remember you and pick you out from the stew of other sellers out there. And you definitely want an Amazon seller name that correctly represents what your business stands for.

Choosing an Amazon seller name is certainly a challenge, but the steps below will guide you as you filter out your options.

Three Foundational Points

As you begin the exercise of choosing an Amazon seller name, there are a few points that you need to keep in mind. These are foundational aspects of the process that are really non-negotiable.

Matching Names

First, your business name, domain name, brand name and Amazon seller name should match to some degree. They don’t have to be exactly the same, but they should link up in some way so that they are easily associated with one another.

Your Amazon seller name must incorporate your brand name, however, which should be an exact match for your domain name. This way, optimizing your listings and marketing offsite will go much more smoothly. If that dotcom is not available, you really should choose a different brand name. Yes, even the domain extension is important.


Second, keep who you are in mind. Your mission statement shows the qualities of your business and should guide your selection. Understand who you are as a brand, the types of products you intend to sell, and your target market. This means having a business plan, and being able to summarize it in a single sentence.


Third, know what type of seller you are. You may find that you won’t have to stress so much about your Amazon seller name after all. If you’re a 3rd party seller with a wide range of products – essentially a reseller – then your brand does not matter as much because you aren’t building a reputation from scratch.

Whether you buy wholesale or do retail arbitrage, you’re selling products that are already branded. So all you need to worry about is making sure your Amazon seller name supports you as a reputable seller.

If, on the other hand, you’re doing private labeling or have your own unique products, you do need to pay close attention to your choice of Amazon seller name. You have your own line of branded products, which means that they’re intimately tied in with your brand name.

You want to make sure that people recognize you as the sole legitimate source of these products. Branding in this case is absolutely key.

Related content: How to Create an Amazon Seller Account

Key Factors in an Amazon Seller Name Search

These are the major aspects of an Amazon seller name that make it effective. Use these factors to help you brainstorm ideas and eliminate or modify what doesn’t fit.

Make it Memorable

You need shoppers to remember you without effort, whether or not they’ve purchased from you before. This is a vital aspect of marketing that has held true over the centuries.

Your name needs to be short, not more than three words. It also needs to be catchy, maybe something already familiar. But remember to make it unique so that it stands apart from other brands.

This way, it stays in the mind of anyone who sees or hears it, and they know exactly who it refers to.

Be Professional

You want to appeal to your target market, but you also want to exude quality. Using a name that doesn’t elicit confidence will turn buyers away.

You need a name that connotes legitimacy so that it prompts a purchase. You do not want to look amateurish, careless, incompetent, or dishonorable.

Be Positive

Make sure that the words you choose to make up your Amazon seller name have only positive connotations that elicit good vibes. You do not want to give anyone an even slightly negative feeling when they encounter your brand. This would be a prime example of getting off on the wrong foot – without even any actual interaction taking place.

Even if the name is humorous – which is a happy vibe – using a negative word can have more negative effects than any positive ones you might get from your attempt to be funny.

Using Keywords

If you plan to sell one type of product, then it can make a lot of sense to incorporate a main keyword in your Amazon seller name.

For instance, selling exclusively in the household or apparel category can make it great for SEO to have these words in your name. Keywords like cleaner or hair for a more specific range of products is even better.

Related content: How to Use Amazon Backend Keywords

Staying Evergreen

However, using keywords in your Amazon seller name will limit your business. If you ever want to expand away from these types of products, your name will no longer be suitable. It can even create a dissonance that elicits discomfort in your target market.

Imagine, for instance, the brand Sioux City Shoes trying to sell fine jewelry internationally. High-end shoppers would not have a lot of confidence in this seller’s credibility where quality gems are concerned.

Of course, a localized name like Sioux City Shoes isn’t great to begin with because Amazon is a marketplace that serves the entire country and the world, but you get the point.

You need to make sure that your name remains suitable for your business moving forward. This is even more true of your business entity, which should be as broad as possible to allow for niche changes down the road.

After all, you can’t know for sure what’s going to work for you and what isn’t.

Avoid Generic Names

If the keyword issue didn’t already confuse you, you’re probably creasing your brows into a frown at this point. Yes, it’s good to have keywords for better searchability, and also important to be evergreen so that your business can change without making your Amazon seller name obsolete. But you have to find a balance again between an Amazon seller name that’s too generic – boring, forgettable – and one that’s interesting yet not limiting.

In addition, popular names are usually already taken, which will make it difficult for you to find an available one. Plus, you want to stand out and not be just one of a million online shops.

You also don’t want to be confused with another seller who has a very similar name. You never know, they might be awful to customers and you don’t want to get sucked into that mess through no fault of your own.

Don’t Be a Copycat

You may be thinking that you can get a lot of hype early on without much effort by choosing an Amazon seller name that’s similar to an already well-established brand with an awesome reputation.

This can only get you into trouble.

Big brands take copyright very seriously – they’ve invested a lot into building up their brands, and they aren’t going to let anyone get away with stealing some of their mojo. As soon as you start making waves, they’ll notice and get you shut down.

Brainstorming Your Amazon Seller Name

Armed with the basic principles of choosing a great Amazon seller name, you can take the brainstorming step intelligently.

Whether you prefer jotting down ideas on paper or using mind mapping software, the point is to get as many good ideas down as you can. Just let your mind go and keep referring back to the points above to guide you.

Write Down Some Name Ideas

Come up with the keywords that you think represent your Amazon store. To do so, consider your market base and product catalog.

Also, list words that best reflect what your business is about. What’s the value you wish to give customers? This is the first key on how to pick an Amazon seller name.

Trim Down your Amazon Seller Name Ideas

Review your word list carefully. Then, ask yourself the following questions:

Is this a brandable name?Will customers understand your value?Could users mispronounce it?Does the name blend in with competitors?Could it be taken out of context?

Now, eliminate the concepts that do not fully represent your brand. You should also forfeit complicated terms, because they may be hard to remember.

Ask your Customers About It

Once you come up with 3 or 4 Amazon business name ideas, check in with key users or a marketing professional agency.

Such a practice will point out the name that stands out. It will also inform you of what customers think when they hear it. Therefore, you’ll find out if it actually reflects who you are.  

In short, this test can determine which is the name that’ll reap the best results for you.

Amazon Business Name Generator

You may already have an Amazon seller name list ready, or you may need some additional help to get the creative juices flowing. This is where business name generators come in handy.

The best way to use an Amazon seller name generator is to start with your initial ideas. These could be fresh names that you’ve thought up, or other business’ names that you think are great.

Plug those into the business name generator software and it will give you a list of additional ideas to consider. Check these against the factors above, sort them and come up with a shortlist that you can check against domain and Amazon name availability.

Here’s a list of tools you can try:

NetsubstanceNamingWordlabNameStationDomainrWordroidImpossibility!Name RobotDomain HoleLean Domain SearchAnadeaLookaBNG – Business Name Generator

Final Thoughts

There are around 1.9 million active Amazon sellers, as of 2021. In fact, Zonguru states that Q4 2021 registered over 280,000 new seller sign ups.

Each of these brands has a unique Amazon seller business name. Now, how many came up with a show-stopping idea? It’s hard to say, yes. But with such numbers in mind, it’s crucial to choose an Amazon business name that draws attention.

This exercise should give you what you need to choose the best Amazon seller name for your business. There are no shortcuts here, just solid tips to guide you in the process.

It’s not a magic formula, so be patient and careful. You’ll find the name that fits just right with who you are and moves shoppers down the sales funnel faster.


Esteban Muñoz is a content writer at AMZ Advisers, with several years’ experience in digital marketing and e-commerce. Esteban and the AMZ Advisers team have been able to achieve incredible growth on Amazon for their clients by optimizing and managing their accounts, and creating in-depth content marketing strategies.

Julia Valdez

Julia Valdez is a professional teacher and long-time lover of the art of words on paper and the stage. She has an entrepreneurial heart and spends most of her time doing marketing and management, freelance content writing, volunteer work, and sharing lots of laughs over little crazy thing

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