You can search the skill store to see if your name is taken, or anything like it, here: https://www.amazon.com/b?node=13727921011
This will be the description that appears in the skill store.
Note- this must be the direct stream URL. It should not be a link to your website or popup player. It should link directly to your icecast, shoutcast. etc. If you are not sure what this is, ask your streaming provider.