Your app name has one job:

Make it obvious what you do when someone searches for it.

Everything else is secondary.

Most founders think: "We'll build brand recognition over time."

Meanwhile, they're losing thousands of organic searches every month.

You can't build brand recognition if merchants never find you in the first place.

The pattern that works:

[What it does] + [How it helps] + [Optional: Who it's for]

"Affiliate Marketing & Referral Program"
Not just "GrowthBoost Pro"

Merchants search for solutions, not brand names.

I've changed just the word order in app names for clients.

Page 3 → Page 1.

Same app. Same features. Same everything.

Different name structure = different discoverability.

Shopify's search algorithm weights app names heavier than anything else.

Your name isn't branding.
It's discovery.

If merchants can't find you when they search for what you do, you're invisible.

I searched "affiliate programs" in the Shopify App Store.

699 results.

Almost every single app in the top 20 has one thing in common:

The word "affiliate" is in their name.

This isn't a coincidence.

Your pricing isn't just a number.
It's a signal about who belongs in your category.

When you position yourself clearly, price becomes less relevant.

Because you're not competing on cost.
You're competing on identity transformation.

The best positioned apps focus on merchant benefits, not feature lists.

"Automated subscription management" > "Subscription functionality"

"Real-time inventory alerts" > "Inventory tracking features"

Same capabilities. Different benefit focus.

This is why "affordable" positioning often backfires.

It signals:
• Small business
• Limited ambition
• Temporary solution

Even if your customer is price-sensitive, they don't want to feel small.

Position for the identity they want, not the budget they have.