If you’ve been selling on Amazon for a while, you may have considered changing your store name.

Whether for a rebrand, a fresh start, or any other reason, it’s natural to wonder if you can actually change your business name on Amazon.

The good news is that you can easily change your store details on Amazon Seller Central, and in this article, we’ll explain exactly how.


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Understanding Amazon store names

Before we discuss how to change your store name, it’s important to understand what a store name is.

This might sound obvious, but it can be a little confusing for new Amazon sellers as there are actually three important names when selling on Amazon:

  • Legal Name: The name of your legal entity as registered with the government. You can’t change this on Amazon, and would instead need to make this change through official government channels.
  • Brand Name: The name of your brand that is used across all platforms and should be trademarked.
  • Store Name: The name of your store on Amazon. This can be—but doesn’t have to be—similar to your brand name.


For example, the popular electronics brand Anker is set up like this:

  • Legal Name: Fantasia Trading LLC
  • Brand Name: Anker
  • Store Name: AnkerDirect

Most of the big brands you interact with on a day-to-day basis would have similar structures—a brand name owned by an overarching legal entity with a different name.


Changing your Amazon store name

If you decide that you want to change your Amazon store name, the process is very simple and you can follow these steps:

1. Log in to your Amazon Seller Central account.

2. On the upper right-hand corner, select the “Settings” tab and click “Account Info.”

3. On the Seller Account Information page, you can go to your seller profile in three different ways:

a. Click Edit beside the Welcome

b. Click Your Seller Profile

c. Click “Display Name” under “Business Information”.

4. Once you’re on the Seller Information page, you’ll see the different marketplaces you’re currently selling in, your store details, and the customer service details.

Select the marketplace you want to change your storefront name for and enter your new storefront name in the “Display Name” field.

5. Click “Submit” to save the changes. Your Amazon storefront name should now be updated within 24 hours.

Choosing an Amazon store name

Your storefront name is one of the first things that potential customers will see when they visit your store page, so it’s important to choose a name that accurately represents your business.

When choosing an Amazon storefront name, here are a few things to consider: 

1. Keep it short and sweet

A shorter name is easier for customers to remember and less likely to get cut off when they’re viewing your store on a mobile device.

2. Make it unique

Avoid using generic terms or names that are too similar to other businesses on Amazon.

3. Keep it relevant

Choose a name that accurately represents what you sell. Additionally, avoid using a name that doesn’t limit you to only one product or niche allowing you to expand your product line in the future.

4. Make sure it’s available

Once you’ve settled on a name, it would be worthwhile to double-check and do a quick search on Amazon to make sure that it’s not already being used by another seller.


5. Make it easy to spell

Avoid using abbreviations or terms that are difficult to spell. This will make it easier for customers to find your store when they’re searching on Amazon.

6. Make it SEO-friendly

It’s important to include relevant keywords in your storefront name to help with listing optimization. However, don’t stuff keywords as this can result in a suspension from Amazon. 

7. No special characters

Avoid using special characters or unusual characters in storefront names so avoid using them.

8. Make it appropriate and professional

Amazon store names should be appropriate and professional. Avoid using profanity, sexual innuendos, or other offensivelanguages in your name, as search engines filter out restricted words.

For some sellers, this isn’t something that they put a lot of thought into.

But if you’re starting a new business or rebranding an existing one, it’s worth taking the time to choose a name that not only sounds good but also, represents your brand accurately.

If it helps, use a business name generator or a company name generator to get some ideas and suggestions for your business.

Impact of changing the business display name

Changing your store’s name usually will have little impact on your business—either positively or negatively—as it is not as prominent (or important) as your actual brand name of legal name.

  • Changing your brand name can help refresh your brand but also come at the cost of having to produce new marketing materials and designs, while also leaving room for confusing existing customers if not communicated effectively.
  • Changing your legal name can sometimes be useful if you need the name to align more with the company goals, but also has its own administrative burden as lots of documents would need to be updated and verifications re-submitted.

So, if you decide to change your store name, try to keep it aligned with your brand or legal name and follow the steps outlined in this guide.

Frequently Asked Questions

No, your legal name is the name of your company that is registered with the government and is usually used for tax documentation. Your Amazon store name, on the other hand, is the name that will be displayed to customers on Amazon.

You don’t have to trademark your store name, no. We always recommend brand owners to protect their brand name with a trademark, but it’s not necessary for your store name.

No, you don’t need to update your business legal name if you change your store name on Amazon.

You can change your Amazon store name as often as you want. But, keep in mind that changing too often can be confusing for your customers.

Ben Donovan


Ben Donovan
Ben is the founder of Brand Builder University and has a passion for helping normal everyday people create financial freedom by building successful eCommerce businesses. He lives in Manchester, UK with his wife and 2 children and loves to play sport and watch continual re-runs of The Office (US version, obviously).


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