An item designation machine receives a seller-generated description of an item available for sale. The description is received from a seller of the item. The item designation machine identifies a proposed designation of the item based on the description of the item and presents the proposed designation to the seller. Where the seller refuses the proposed designation and selects a primary designation of the item distinct from the proposed designation, the item designation machine receives the selection from the seller and identifies the proposed designation as a secondary designation of the item. The item designation machine stores the primary and secondary designations in an item record within an item database of the network-based publication system. The item record indicates that the item is a specimen of the primary and secondary designations. The item designation machine lists the item as available for sale.