By which you mean West End Games.Yeah, I figured that was probably a factor. Too bad they didn't hire somebody at Lucasfilm to name their dumb aliens for them. I can see where Amaze-arite could take hold as an internal working name, but you don't publish it, knuckleheads. That's some Gold-Key-Comics-level doofussery there.

All the modern "canon" names for aliens and planets and whatnot, if not actually mentioned in the film, were created by WEG when they wrote the Star Wars Role-Playing Game. Twi'lek, Rodian, Ithorian, all of that came from WEG. Post Prequels, many character names came from Hasbro when they decided to release a figure based on that character.
Quoting myself from Astromech.net:
In an interview with FanthaTracks, Bill Slavicsek, the Editor-in-Chief of West End Games during the late 80s and early 90s, notes that the WEG RPG supplements “were the first products to add to the Star Wars mythos since the original trilogy had wrapped up three years earlier. And they were the first Star Wars products to give names and back stories to the various aliens that inhabited the background of the films. Suddenly Hammer Head was an Ithorian, Bib Fortuna was a Twi’lek, and Greedo was a Rodian. The universe was more real. Later, novelists and comic book writers and action figure makers and creators of the animated series would use the names I had come up with. But at the time, all I was trying to do was add context and believability to the universe we all loved so much. “ He also notes that “...novelists would call me or reference one of our game products ...” and that “...we wrote the various entries, passed them around the office for comments and review, and eventually sent them to LFL for final approval. “
Link to interview broken out for clarity: