How to Choose the Perfect Brand Name for Your Amazon Business?
Written by Shahid R. KhanReviewed by Andrew L. Adler & Jonathan M. Adler
Your brand name is one of the most critical aspects of selling on Amazon FBA. A well-crafted brand name grabs attention, builds trust, and enhances long-term growth.
For private-label sellers, choosing the right brand name is even more crucial because it affects:
✅ Amazon Brand Registry eligibility (trademark protection & exclusive benefits)
✅ Customer recognition and loyalty (stronger repeat sales & word-of-mouth)
✅ Marketing effectiveness (brand consistency across Amazon & social media)
✅ Perceived value (a premium-sounding name increases product appeal)
This guide walks you through the step-by-step process of creating a powerful Amazon brand name that is memorable, legally available, and built for long-term success.
Step 1: How Do You Define Your Brand Identity and Target Audience?
Before brainstorming brand names, clarify who you are as a brand and who your ideal customers are.
What Are Your Brand’s Core Values?
Ask yourself:
- What problem does my product solve?
- What emotions should my brand evoke? (Luxury? Trust? Excitement?)
- What makes my product different from competitors?
- Am I targeting premium buyers or budget-conscious shoppers?
Who Is Your Target Customer?
A great brand name resonates with the right audience. Define:
- Age, interests, and shopping behavior
- Keywords and language they respond to
- Brands they already purchase from
🔍 Example: Patagonia’s name evokes adventure & sustainability, making it ideal for outdoor enthusiasts.
💡 Tip: A strong brand name instantly communicates what your business is about, like “GreenLeaf Essentials” for eco-friendly products or “LuxeComfort” for high-end home goods.
Step 2: How Do You Brainstorm Unique Brand Name Ideas?
Now that you know your brand identity, it’s time to generate potential brand names.
What Are the Best Methods for Brainstorming Brand Names?
📝 Word Association: List words related to your:
✅ Product category
✅ Features & benefits
✅ Target audience
✅ Brand values
🔀 Blend Words Together:
- “GlideGear” (travel accessories)
- “SleepPure” (bedding products)
- “KitchenSavvy” (cooking tools)
🌍 Use Foreign or Latin Words:
- “Verano” (Spanish for summer) → Seasonal products
- “Vita” (Latin for life) → Wellness products
- “Nova” (Latin for new) → Innovative gadgets
💡 Use Name Generators:
- Namelix
- Shopify Business Name Generator
- BrandBucket
🔍 Why Blended Names Work: Popular brands like FitBit (fitness + bit) and Airbnb (air + bed & breakfast) combine familiar concepts in a fresh way.
What Makes a Brand Name Stand Out?
✅ Short & memorable (1-3 words)
✅ Easy to pronounce & spell
✅ Avoids common or generic terms
✅ Sounds good when spoken aloud
💡 Pro Tip: Create 20-30 name ideas before narrowing down—your first ideas are rarely the best!
Step 3: How Do You Check If a Brand Name Is Available?
Even if a name sounds great, it must be legally available to avoid costly rebranding later.
What Legal Checks Should You Perform?
🔹 Amazon Brand Registry Requirements:
- The name must be trademarked.
- It cannot be generic (e.g., “Best Water Bottles”).
🔹 Trademark Database Search:
- USPTO (United States Patent & Trademark Office)
- WIPO Global Brand Database
- TESS (Trademark Electronic Search System)
🔹 Digital Availability:
- Secure a .com domain
- Claim social media handles (Instagram, Facebook, Twitter)
- Check Amazon storefront URL availability
🔍 Example: A seller might love the name “Peak Performance” for fitness products, but if it’s already trademarked, it becomes a risky choice.
Step 4: How Do You Choose a Brand Name That’s Easy to Remember?
A strong Amazon brand name is one that sticks in customers’ minds.
What Are the Key Factors for a Memorable Brand Name?
✅ Short & Simple: 1-3 syllables work best.
✅ Easy to Spell & Pronounce: Avoid complex words or numbers.
✅ Avoid Special Characters: “Xtreme4U” creates confusion.
✅ Pass the “One-Time Test”: Can someone remember it after hearing it once?
💡 Practical Tip: Ask friends to recall the name an hour later—if they can’t, it’s too complicated!
Step 5: How Do You Future-Proof Your Amazon Brand Name?
How Can You Ensure Long-Term Brand Growth?
✅ Avoid Product-Specific Limitations
🚫 Too Narrow: “EcoWaterBottles” limits future products.
✅ Better Option: “EcoFlow” allows expansion to more sustainable goods.
✅ Check International Meanings
- Some words have negative meanings in other languages.
- Test pronunciation across different accents.
✅ Scalability Beyond Amazon
- Choose a name that works for your own website, Walmart, eBay, and retail stores.
🔍 Case Study: Anker started with charging cables but expanded into speakers, headphones, and projectors without rebranding.
Step 6: How Do You Test Your Brand Name Before Finalizing?
What Are the Best Ways to Get Feedback?
📝 Survey Potential Customers (via Facebook groups, Reddit, or Amazon shoppers).
📊 Run Polls (compare 3-5 name options).
🎯 A/B Test Ads (create simple ads with different names & track performance).
Key Questions to Ask in Feedback Sessions:
❓ What does this name make you think of?
❓ Would you trust this brand?
❓ Does it sound premium, budget-friendly, or innovative?
❓ On a scale of 1-10, how memorable is it?
Step 7: How Do You Secure Your Brand Assets?
What Are the Essential Brand Protection Steps?
✅ Register Your Domain Name
- Buy .com (avoid .net or .info if possible).
- Purchase misspellings to prevent typosquatting.
✅ Claim Social Media Handles
- Get Instagram, Facebook, Twitter, TikTok accounts.
- Use consistent branding across platforms.
✅ File for a Trademark
- Use USPTO or Amazon IP Accelerator for faster Brand Registry approval.
- Work with a trademark attorney to ensure proper filing.
⏳ Trademark Filing Time: Takes 8-12 months, so start early!
Common Mistakes to Avoid When Naming Your Amazon Brand
🚫 Copying Famous Brands (e.g., “Nikee” or “Aple”).
🚫 Choosing Hard-to-Find Names (complex spellings, too generic).
🚫 Skipping Trademark Checks (risk of legal issues later).
🚫 Using Trendy Slang (names that will sound outdated soon).
Final Thoughts: Invest in a Strong Brand Name for Long-Term Success
Choosing the right Amazon brand name is a long-term investment.
✅ Builds trust & recognition
✅ Protects your brand with trademarks
✅ Helps scale your business across multiple platforms
💡 Take the time to create a unique, memorable, and legally protected name that sets your business up for success!
