Hello everyone,

We’re relatively new to selling on Amazon but come with prior experience working for a large-scale Amazon operation in our area. That background has made me particularly cautious about staying fully compliant with Amazon’s policies, and I’d really appreciate some guidance from more experienced sellers here.

To give a bit of context: we initially registered a trademark and enrolled in Brand Registry with the intention of launching a specific product. However, we ultimately pivoted and began selling a variety of other products across a few different categories. Everything has been running smoothly so far.

Now, we're looking to take a more focused approach and launch a new private label brand in the Grocery & Gourmet Foods category (which we’re already approved to sell in). Our goal is to create a corresponding branded storefront under this new label.

Here’s where I’m looking for some clarity:

- From what I understand, it’s possible to launch a second storefront and register a new brand under the same seller account. Is that correct?

- Are there any additional steps we need to take, beyond brand approval and being ungated in the category, to ensure we’re fully aligned with Amazon’s policies before listing these new products?

- If anyone here has gone through a similar process—launching a private label brand under an existing account—I’d love to hear your advice or best practices.

On a separate note (just out of curiosity, since I am already posting): I often see sellers offering well-known name-brand products without what appears to be proper authorization. For example, listings like this one seem to be for name-brand items that typically require a letter of authorization (LOA). Do sellers often get ungated using pro forma invoices from distributors without actual brand approval? I’m not suggesting anything unethical—just trying to better understand how these situations play out behind the scenes. (Example, I would think this seller would need approval from Frito Lay to offer this product: https://www.amazon.com/Sunchips-Garden-Flavored-Bundled-Gourmet/dp/B0FB67DZJJ This was picked at random as an example, I am not accusing this seller of having violated any rules. I just am curious how SO MANY sellers (many doing online and other price arbitrage it seems) are able to sell these name brands without running into issues. Are they just breaking the rules and nobody is catching on or what?)

I know this post is a bit long and touches on a few different areas, but I am primarily concerned about the questions regarding private labeling. I truly appreciate any insight or experiences you’re willing to share. Thanks so much in advance for your help!