Glitch or Policy? Amazon.com Displays Sellers' Real Names

Some online sellers are concerned about Amazon's new practice of displaying their real names instead of their business names in the Sold By field. Sellers say the new practice is applied inconsistently and said they were uncertain if the new practice was a glitch or intentional. Many believe it's a result of sellers providing their taxpayer ID to Amazon.com. And in at least one discussion thread about the issue on the Amazon boards, sellers received conflicting information. The problem is not just affecting sole proprietors who use a DBA to run their business, as one corporate seller explained "Like