Shakespeare wrote, “What’s in a name?” in Romeo and Juliet, but it applies just as much to the star-crossed lovers as it does to your business. The name you choose for your Amazon store will become your brand, forever giving your buyers a way to quickly and easily associate you with quality products and amazing service and provide a solid foundation on which to base your business. Choosing that name is no easy feat, though, as you want something representative of yourself, yet different from others. It’s a challenge for sure, but in this article, we’ll guide you through how to select a brand name that works and is memorable.
Understand Your Brand, Products and Market
At the very beginning, you’ve got to understand yourself and what you do. Sounds simple, right? You’d be surprised at how many business owners haven’t grasped this concept. Take Walmart as a counterexample. They perfectly understand their brand is about the most inexpensive products available, whether it’s grocery items, clothing or sporting goods.
So before you even consider a name, make sure you can distil your business plan into one sentence. And once you’ve done that, you can…
Pick out the Most Relevant Keywords
As a reader of our blog, you’ve noticed that we frequently talk about keywords. Usually, though, it’s in reference to driving more traffic to your product listings, but keywords still perform the same function: giving others a succinct idea of what you’re about.
Say you sell cameras on Amazon. The keywords you’ll pick will be a small collection of words that describe the cameras you sell, like “high end”, “Panasonic” or “mirrorless”. We’re getting closer to narrowing everything down into a name, and using keywords is an excellent way of arriving at the destination.
Use Name Generator Sites
Sometimes, you’re just genuinely stuck on an idea and can’t work your head around it, no matter how long you’ve been puzzling over it. This is precisely when the Internet comes in so handy, offering up a lot of sites that help connect the missing links. Here are several places to start that will generate words for you, using different criteria.
Tying it Back to Amazon
You can’t choose your entire domain name on Amazon, but you can select your name, which will appear near the end of the address. And with so many sellers on Amazon, it’s important that you set yourself apart as a trusted, reliable brand.
Books are one of the biggest sellers on Amazon, and there’s no better example of choosing the right name to set yourself apart here. Using Stephen King as an example (simply because he’s such a well-known author), his new book Mr Mercedes brings back pages of sellers. But on the first page, the first seller to pop up is Globenet books with a 95% positive rating over the last 12 months, with about 7,000 ratings. They’ve evidently worked quite hard to amass such a positive rating, and the people who buy from them have come to trust their name as one who’ll provide exactly what they’re looking for.
That’s your goal on Amazon — to become such a great seller, buyers instantly recognise your name as the one to go with. We’ve gone into detail in other posts about how to drive more traffic to your site, but it’s just as important to get the name right, too. After all, a brand name is going to be what represents your ethos and philosophy, and you want to make sure it fits as closely as possible.
One of the biggest mistakes you can make is not spending enough time and thought on choosing your Amazon name, while another is not going with Amazon repricing software. After you’ve chosen the brand that will represent you, you want to make sure customers stay on your site by consistently offering competitive pricing of your inventory.
Originally published here.