hoya, yes you can but you are not protected. I did this, apply to list products under whatever name you want, as long as it's not taken by someone else on Amazon. then apply for a GTIN exemption so you can list as much as you want without buying barcodes, Amazon will ask you to provide a photo of one of Ur products with the branding of your chosen name either on the product or the packaging.

If it goes well spend the 2/300 quid to register the trademark then come back and apply for brand registry under hat name.

I would advise do a trademark search on the.gov website as my first effort despite being a totally made up word REDCAPPAREL was challenged by some American company so I just started againz search for similar trademarks for what you are thinking.

Good luck with it, as soon as Ur making money get the trademark you hear horror stories of overseas companies trawling Amazon for unregistered brands and stealing them and getting you removed but keeping your sales history on the listings eek.

If I remember it takes about 6-8 weeks to trademark so plan ahead