campu2 is right about having more than 1 email addy in your Y account. I have 4 or 5 emails in my account. Only 1 is a Y email addy too.
I have the extras mainly for several groups that I belong to. Different groups emails go to different addys. Having a couple of Gmail accounts is helpful for something like this.
When you add an account, they will send you an email to verify the account. Just click the verify link and you're all set. Put in a couple of new email addies and make something other than your Y email the "primary" for the Y auctions.
The Y auctions would be a decent way to go for your E alt. The Y stores are more expensive than the E stores. Several other options would be eCrater and Blujay. Both are totally free and get decent exposure on Froogle.
For a store/site of your own, check out the stores right here at
PSU.
Carol