If you can come up with a name that is five characters or less, it is going to increase your traffic tremendously. There's a pretty good chance that someone looking for a bookstore via a search engine will never find you. If you feel compelled to register a full company name like Joesbooksandgifts.cc, then also register a more Internet-friendly name like zbooks.cc. The most successful e-commerce businesses buy multiple domains, and then redirect the traffic to one site on the net. If you can come up with a name that consists of a well-known phrase or a single word that may not necessarily be related to your business but is catchy, it too can be valuable because you can easily brand it.
People are very receptive to common phrases and catchy words.
Today, Yahoo is the most successful search engine on the net. This strategy works best for companies with large ad budgets, not for the little guy. It takes a lot of ad dollars to build these brands. A well-known phrase or friendly word can make the public feel warm and fuzzy inside. Many of these names have been purchased, but not all of them.