Hello. I am planning to start a small online company for selling retail products from a line of products my friend's small business manufactures. I was planning to go as a sole proprietor but do want to register an assumed business name for online purposes. Is it possible for a sole proprietor to use an assumed names (for e.g. abc products) and register it with the concerned state or federal government body? Where should I register it? In essence protect the assumed name to promote it in future instead of my personal name? Are there any advantages to registering the company as LLC to cover and protect the business name? Thanks in advance for your advice. I am planning to open business in NJ.

