How do I change the name of my eBay Store?
You can change an eBay Store name at any time, as often as you like. However, we recommend that you don't change your Store name very often because any bookmarks your buyers have set up or marketing links you have created will no longer work. For natural search engine rankings, if you change your Store name, your Store will be ranked as a new site.
Changing the name of an eBay Store
To change the name of an eBay Store:
Click My eBay at the top of most eBay pages. You may need to sign in.
Hold your pointer over the Account tab, and then click Subscriptions.
In the Active subscriptions section, click Manage My Store.
Click the Display Settings link, in the Store Design section on the left side of the page.
Click the Change link next to Basic Information.
Enter your changes in the Store name box
Click the Save Settings button at the bottom of the page.
Note: The name you choose determines your Store's URL (web site address). For example, if your Store's name is "Fine Jewelry," your Store's URL is: http://stores.ebay.com/fine-jewelry. eBay will take out special characters (apostrophes, spaces, &, $, etc.), add hyphens between words, and make all letters lowercase.
Choose a name that immediately tells buyers what you sell. For example, a straightforward name like "Ben's Computers" will be more helpful to buyers than a creative name. This will also help search engines find your Store when buyers are looking for the kinds of products you sell.
Your Store name also has to follow certain rules:
It must start and end with a letter or number
It can't start with 4 or more consecutive letter A's
It can't start with an "e" or "E" followed by more than a single number
It can't contain the following characters: <, >, or @
It can't be the user ID of another user on eBay
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, for example.com, .net, or .org
It can't be a name that is identical or confusingly similar to another company's name which is protected by trademark law. Also, you can't use a name that contains the word eBay, Half.com, or PayPal, or which is confusingly similar to those names. For more information about this requirement, see our Trademarked items and domain name basics page.
Your Store name can be your eBay user ID, as long as it meets the requirements above.