Listing creation issue due to brand

So, basically we tried to create listings for products that are not yet on Amazon but Amazon won’t let us.

We tried to list under a certain brand and Amazon requested us to get approval for this brand.

The problem is that this brand is not registered on Amazon.

Why Amazon requires us to get approval for something that doesn’t exist?

Or could it be this brand is old and it doesn’t show up on search but it still officially is on Amazon?

Can we in general list products under a brand that is not yet registered on Amazon?

We have UPC/EAN for listings.