You can also create easy-to-read links to your app using App Store Short Links, which use the AppStore.com base URL plus a specific form of your app or company name. This provides a simple way for users to find your apps on the App Store directly from your website or marketing campaigns. These short links are ideal for use in offline communications materials like print ads, TV spots, app trailers, radio ads and billboards.
It looks like the URLs will break if you ever rename your company or app. Also, product names aren’t as unique as you would think. Lemont Washington reports that AppStore.com/tweetbot doesn’t go to the expected Tweetbot.
Rather than creating implicit URL mappings, I think Apple should provide a way for developers to register specific slugs. Otherwise, it’s probably better for developers to create their own friendly URLs that redirect to the App Store. This also makes it possible to use affiliate codes.