Setting up your Amazon seller account? One crucial policy every seller needs to understand is how to properly represent your business name on the platform. Let's break down Amazon's key guidelines around "doing business as" (DBA) names.

What's Not Allowed in Your Display Name:

• The Amazon name or trademark
• Amazon-affiliated company names
• Common Amazon abbreviations (like "AMZ" or "AMZN")
• Variations designed to look similar (such as "AMAZ0N" or "AMA-Z-ON")
• If your legal business name contains "Amazon" - you'll need a different display name

Why These Rules Exist

Amazon's DBA policies serve an important purpose: protecting customers from confusion. When shoppers browse the marketplace, they should be able to easily distinguish between:

• Products sold directly by Amazon
• Items offered by independent third-party sellers
• Official Amazon brands versus independent businesses

Choosing a Compliant Display Name

1. Select a name that clearly identifies your independent business
2. Avoid any Amazon trademarks or variations
3. Ensure your name doesn't imply an official connection to Amazon
4. Use branding that's unique to your business

Important Note: These rules apply even if your legally registered business name contains "Amazon" - you'll need to choose a different display name for your seller profile.

Remember: Following these guidelines helps maintain trust with customers and protects your selling privileges in Amazon’s store.

Have questions about DBA names or display name requirements? Share them in the comments below!