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The imprint is the declared publisher of the book, and Amazon will include that information on the store page for your book. It can be anything you like, within reason, but it's a good idea to do a web search for the term to see if you are breaking somebody else's rice bowl.
I have several imprint, but now I am buying my own ISBNs for print editions, I have settled on just one. (If you don't provide your own ISBN, Amazon will show the print edition as "Independently published," and that's not company I want to keep.)
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