Etsy shop name rules: length, characters, availability and changing it
Your shop name is part of every listing URL and the first thing buyers see. Etsy has a few hard rules, and a limit on how often you can change it once the shop is open.
The rules
According to Etsy’s help, a shop name must:
- be 4 to 20 characters long;
- contain no spaces and no special characters or punctuation;
- not be already in use by another shop;
- contain no profanity;
- not infringe someone else’s trademark.
Because spaces aren’t allowed, Etsy suggests capitalizing each word so the name is easy to read — like HouseOfBalticLinen.
How to check if a name is available
The only reliable check is in Etsy itself: while you create your shop, type the name and select Check availability. Etsy says searching Google or Etsy isn’t enough to confirm a name is free.
Check trademarks too. A name that’s available on Etsy can still infringe a trademark; if it does, you may be asked to change it — see Etsy IP infringement notice.
Tips for choosing
From Etsy’s Seller Handbook:
- pick a name that’s easy to say and spell;
- consider your own name;
- if your first choice is taken, add a word like Studio or Co.
Think about the future too: a name tied to one product (say, “CandlesByAnna”) can feel limiting if you later sell other things.
Changing your shop name
- Before your shop opens, you can change the name as often as you like.
- After it opens, go to Shop Manager → Settings → Your shop → Shop name → Edit.
- How many times? Etsy’s help center says you can change it up to 5 times yourself; after that, changes need approval from Etsy Support. An older Seller Handbook article says you can change it once instantly. The help center is the more current source — if it matters, check what Shop Manager allows.
- Capitalization-only changes don’t count toward the limit.
- Old links redirect to your new name, so existing listing links keep working.