|Naming Your Store|
The name you choose determines your Store's Web site address (or "URL"). 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.
Your Store name:
Must start and end with a letter or number
Cannot start with four or more consecutive letter A's
Cannot start with an "e" or "E" followed by more than a single number
Cannot contain the following characters: <, >, or @
Cannot be the username of another user on eBay
Cannot contain "www" anywhere in the name
Cannot contain two or more consecutive spaces or non-alphanumeric characters
Cannot end with a top-level domain abbreviation used on the Web (.decom, .net, etc.)
Cannot be a name that is identical or confusingly similar to another company's name which is protected by trademark law. Also, you may not use a name that contains the word eBay , Half.com, or PayPal, or which is confusingly similar to those names. See our Trademarked Items and Domain Name policies in the eBay Help Center.
Your Store name can be your eBay User ID, as long as it meets the requirements above.
Tip: Choose a name that immediately tells buyers what you sell. For example, a straightforward name such as "Ben's Computers" will be more helpful to buyers than a creative name such as "Zebra Park." This will also help Web search engines find your Store when buyers are looking for the kinds of products you sell.