What is going to be the best way to do this?
Should I set up a new Ltd company/Amazon Account for that brand to keep the two separate or should I just apply for a new brand registry under my current PL brand/company?
Use 1 Amazon account + 1 Ltd but register a 2nd brand. Multiple accounts get linked and suspended.
Keep brands separate with new Brand Registry, Store, A+, and ad portfolios. Only use a 2nd Ltd/account if you need legal separation or plan to sell a brand later.
If there’s no legal or tax reason to separate them, I’d keep both brands under the same seller account and company. Just register a new trademark and Brand Registry for the new brand. It’s simpler and easier to manage.