Tips and rules for Marketplace Store names

Your legal business name can differ from your Marketplace Store company name. When a business operates using a name that is different from the owner’s name or from the legal name of the partnership, LLC, or corporation, it is said to be “doing business as,” or “DBA,” another name.


Choose a name that immediately lets customers know what you're selling. For example, a straightforward name like "Ben's Computers" will be more helpful to buyers than a less descriptive name. A straightforward Marketplace Store name can also help search engines find your Marketplace Store when customers are looking for your items.




Your Marketplace Store name also must follow these guidelines:

  • It can't contain the following characters: <, >, or @
  • It can't be the username of another Goods Marketplace Store or be misleadingly similar to the username of another Goods Marketplace Store
  • It can't contain "www" anywhere in the name
  • It can't contain 2 or more consecutive spaces or non-alphanumeric characters
  • It can't end with a top-level domain abbreviation used on the web, such as .com, .net, or .org.
  • It can't be a name that is identical or misleadingly similar to another company's name protected by trademark law. Also, you can't use a name that contains the word Groupon or Living Social, or which is misleadingly similar to those names. Learn more about Trademarked items and domain name basics. <https://www.uspto.gov/trademarks-getting-started/trademark-basics>