You can change a Shop name at any time, as often as you like.

Note: The name you choose determines your Shop's website address (or 'URL'). For example, if your Shop's name is 'Fine Jewellery', your Shop's URL is: http://stores.ebay.com/fine-jewellery. eBay will take out special characters (apostrophes, spaces, &, $, etc.), add hyphens between words, and make all letters lowercase.

Tips and Rules for Selecting a Shop Name

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 Shop when buyers are looking for the kinds of products you sell.

Your Shop 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 (.com, .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 Shop name can be your eBay User ID, as long as it meets the requirements above. We recommend that you change your name only rarely, if at all, because any bookmarks your buyers have set up or marketing links you have created will no longer work. For normal web search engine rankings, your Shop will be ranked as a new site.