You can change your Etsy shop name once every 30 days through your shop settings

Log into your Etsy account, go to Shop Manager, then select Settings in the left menu. Click Info & Appearance, then Shop Name. Type your new name and click Save. The change takes effect immediately, though it may take a few minutes to update across Etsy's system.

Etsy allows one shop name change per 30-day period. If you changed your name recently, you will see a message telling you when you can change it again. There is no fee for changing your shop name, and your shop URL will update automatically.

Your shop name can be up to 40 characters long and must follow Etsy's shop name policy — it cannot contain certain symbols, impersonate another shop, or violate trademark rights. Etsy will reject names that include profanity, misleading claims, or contact information like phone numbers or email addresses.

Key Takeaways

  • Change your shop name through Shop Manager > Settings > Info & Appearance > Shop Name, and the change takes effect immediately.
  • You can change your shop name once every 30 days, and Etsy will tell you when you are may be able to access to change it again.
  • Your shop URL updates automatically when you change your name, so you do not need to update links manually.
  • Shop names must be 40 characters or fewer and cannot contain profanity, impersonate other shops, or include contact information.
  • Changing your shop name does not affect your shop history, reviews, or listings — customers can still find your past sales record.

What happens to your shop URL and customer history

When you change your shop name, Etsy automatically updates your shop URL to match. Your old URL will no longer work, but Etsy redirects traffic from the old URL to your new one for a period of time. If you have shared your shop link on social media, in email signatures, or on your own website, you should update those links to point to your new URL.

Your shop history, reviews, and sales record remain unchanged. Customers who have purchased from you before will still see your past transactions and feedback. Changing your name does not reset your shop's standing or affect your seller rating.

Shop name rules and what Etsy will reject

Etsy has specific rules about what you can name your shop. Your name cannot include another person's or business's trademarked name, cannot impersonate an existing Etsy shop, and cannot suggest you are affiliated with a brand you do not represent. Names that include phone numbers, email addresses, or other contact information are not allowed.

Etsy will also reject shop names that contain hate speech, slurs, or excessive profanity. Names that make false claims — such as "Official Nike Store" when you do not work for Nike — will be flagged. If Etsy rejects your proposed name, you will see an error message explaining why. You can then try a different name.

Changing your shop name if you have an existing brand

If you are rebranding an existing shop, changing your shop name is only the first step. You should also update your shop description, banner image, and profile picture to match your new brand. These changes help customers recognize your shop under its new name and understand what you sell.

Consider notifying your regular customers about the name change. You can do this through Etsy's announcement feature or by sending a message to past buyers. Let them know the change is coming and that their order history and your shop policies remain the same.

If you want to change your shop name but cannot yet

If you changed your shop name within the last 30 days, Etsy will not let you change it again until the 30-day window closes. The system will show you the exact date when you become may be able to access to change your name again. You cannot bypass this limit — it applies to all sellers regardless of shop size or history.

If you need to change your name urgently because of a trademark issue or legal concern, contact Etsy Support through your Shop Manager. Explain the situation, and Etsy may make an exception to the 30-day rule. This is rare, but it does happen in cases where a legal issue requires immediate action.

Keeping your shop name consistent across platforms

If you sell on multiple platforms — such as Etsy, your own website, Instagram, or Facebook — consider using the same shop name everywhere. This makes it easier for customers to find you and builds brand recognition. When you change your Etsy shop name, check whether you need to update your name on other platforms as well.

Update your social media bios, website headers, and email signatures to match your new Etsy shop name. This consistency helps customers recognize your brand no matter where they encounter it. If you have business cards or printed materials with your old shop name, plan to reprint them or note the change on your website.

Frequently Asked Questions

Will my shop URL change if I change my shop name?

Yes, your shop URL updates automatically to match your new shop name. Etsy redirects your old URL to the new one for a period of time, but you should update any links you have shared on social media or your website to point to your new URL.

Can I change my shop name more than once every 30 days?

No. Etsy allows one shop name change per 30-day period. If you need to change your name again, you must wait until the 30-day window closes. Etsy will show you the exact date when you become may be able to access to change it again.

What happens to my reviews and sales history if I change my shop name?

Your reviews, sales history, and customer feedback remain attached to your shop. Changing your name does not reset your shop's standing or affect your seller rating. Customers can still see your past transactions and feedback.

Can I use special characters or numbers in my shop name?

Etsy allows letters, numbers, and some punctuation in shop names, but not all symbols. Avoid using excessive punctuation or characters that make your name hard to read. Etsy will reject names that include contact information like phone numbers or email addresses.

What should I do if Etsy rejects my proposed shop name?

Etsy will show you an error message explaining why your name was rejected. Common reasons include trademark issues, impersonation, or policy violations. Try a different name that does not include trademarked terms, contact information, or false claims about affiliation with other brands.