Technical Q&A QA1633: Creating easy-to-read short links to the App Store for your apps and company
There are three types of App Store Short Links, in two forms, one for iOS apps, another for Mac Apps:
Company Name
iOS: http://appstore.com/ <companyname> for example, http://appstore.com/apple
Mac: http://appstore.com/mac/ <companyname> for example, http://appstore.com/mac/apple
App Name
iOS: http://appstore.com/ <appname> for example, http://appstore.com/keynote
Mac: http://appstore.com/mac/ <appname> for example, http://appstore.com/mac/keynote
App by Company
iOS: http://appstore.com/ <companyname>/<appname> for example, http://appstore.com/apple/keynote
Mac: http://appstore.com/mac/ <companyname>/<appname> for example, http://appstore.com/mac/apple/keynote
Most companies and apps have a canonical App Store Short Link. This canonical URL is created by changing or removing certain characters (many of which are illegal or have special meaning in a URL (for example, “&”)).