I think branding is very important. It allows you to differentiate yourself from other sellers of your product and allows you to (hopefully) extract a premium. When you have a strong brand, it sets an expectation of the buyer’s purchasing experience: lowest price, best customer service, highest quality, quickest shipping, etc.

You are already beginning to brand your company, probably without knowing it. You offer free shipping, you return phone calls, you ship orders out same day… might as well give your company a unique name so its easier to get referral business. Grab as many generic urls as you can, but point them to a snappy, easy to say/remember site so that you can increase your profit.