It would be cool if in our store profile we could specify an alias or nickname we are well known for and allow that to appear in our store URL and as the artist name that appears under our products in the marketplace.

Not asking for us to be allowed to change our store URL or store name, simply to mask the store name with our nickname we have become well known for.

Sometimes you build a brand but a nickname "sticks" with the consumer and a business builds on that nickname that has resonated with their consumer base.