An invocation name is the name your customers use when asking your business a question on Alexa, i.e. “Alexa, launch Joe’s Pizza.” or “Alexa, ask Joe’s Pizza, what are your specials?” Choosing your invocation name is a very important part of the process to get your business on the voice assistant. Please see this link for specific rules and guidelines for choosing the invocation name for a custom skill:

Choose the Invocation Name for a Custom Skill | Alexa Skills Kit