Why Does Your Display Name (Storefront) Matter on Seller Central
How to change your Amazon Seller Name: https://myamazonguy.com/seller-centra...
This video also explains the difference between a brand store (requires brand registry) and a storefront (is given to all sellers by default).
You can in fact change your Seller Central Amazon Seller Name. You can even change the business legal name and tax ID structure. To do this, follow these steps or watch my video:
Open Seller Central
Go to Settings & Click Account Info
Click “Your Seller Profile” or click here: Seller Information
Make sure you are logged in as the main account admin holder so you have privileges to make changes.
Hit edit on on store details.
Change your Display name (must be done for each country you are selling in)
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