Techniques for naming devices via voice commands are described herein. For instance, a user may issue a voice command to a voice-controlled device stating, “you are the kitchen device”. Thereafter, the device may respond to voice commands directed, by name, to this device. For instance, the user may issue a voice command requesting to “play music on my kitchen device”. Given that the user has configured the device to respond to this name, the device may respond to the command by outputting the requested music.