PRINCE Harry's biographer has accused the couple of "cashing in" by using the royal crest and Sussex titles in their rebrand.
The Duke and Duchess of Sussex have launched a new website with Archewell now automatically redirecting to "Sussex.com".
The website boasting 'The Office of Prince Harry and Meghan' will share "personal updates for the couple" that are not related to Archewell, sources say.
It is also said to be a "one-stop-shop" for their activities.
But royal expert Angela Levin has blasted Harry, 39, and 42-year-old Meghan's rebrand.
She told The Sun: "They are cashing in on their royal connections that they say they hate so much.
"Queen Elizabeth II would be furious because they promised they wouldn't do that.
"They should be stopped from using a title that they spent years insulting.
"They left the Royal Family because they didn't want anything to do with it but now realise they can use Sussex rather than Archewell.
"Four years after they left they are trying to be royal and also setting up the 'Office' of Prince Harry and Meghan - it is so hypocritical.
"It is pathetic. They couldn't use SussexRoyal so they have found a way round it."
In the "About" section, the website states: ";The Office of Prince Harry and Meghan, The Duke and Duchess of Sussex is shaping the future through business and philanthropy.
"This includes: The Archewell Foundation, Archewell Productions, patronages, ventures, and organisations which receive the support of the couple, individually and/or together."
In pages focusing on each of them, Harry is highlighted as a "humanitarian, military veteran, mental health advocate, and environmental campaigner".
Meghan is described as a "feminist and champion of human rights and gender equity" who has been named "one of the most influential women in the world" across a series of rankings.
It also features a royal coat of arms.
Archewell had replaced Harry and Meghan's previous SussexRoyal brand.
By Matt Wilkinson
MEGHAN Markle and Prince Harry are set to come under fire for using their royal coat of arms in their US-based rebrand.
The Duchess of Sussex worked closely with the College of Arms in London to create the design, Kensington Palace said at the time it was first revealed after their royal wedding in May 2018.
The crest - which harks back to their royal life despite walking away to live in the USA - has a blue shield representing the Pacific Ocean and rays symbolising sunshine of California.
The lion relates to the Duke of Sussex and a songbird supporting represents Meghan.
Beneath the shield is California's state flower the golden poppy and Wintersweet and was also depicted on the duchess' wedding veil.
The three quills illustrate the power of words and communication.
The royal crest has barely been used by the couple before.
The Queen banned the couple from using 'SussexRoyal' after they stepped away from royal duty four years ago.
She ordered the Sussexes to mothball it in the January 2020 exit settlement, when Meghan and Harry stopped being senior members of the royal family.
The name Archewell was inspired by their son Archie - combining "arche", the Greek word meaning source of action, and "well" as "a plentiful source or supply; a place we go to dig deep".
The new website links to the couple's non-profit organisation the Archewell Foundation and their production company Archewell Productions.
It comes as royal experts yesterday claimed the couple were clutching at straws by trying to cosy up with Paramount's boss.
They are cashing in on their royal connections that they say they hate so much.
Angela Levin
They said Harry and Meghan were "blatantly" after a deal with the media giant just as one of Archewell Productions key members quit.
Bennett Levine - who worked on the flop docuseries Harry and Meghan - confirmed he was quitting, after less than two years in the role.
The Archewell Foundation operated at a £536,357 loss but kept in the black thanks to earlier donations.
A single donation of $10m — 77 per cent of Archewell's total 2021 income — came from one unidentified wealthy donor.
The Sussexes much-hyped foundation Archewell, revealed a hole in the accounts in December last year after it received almost £9m less in donations than in a previous year.
Harry, who lives in California with his wife and their two children - Prince Archie and Princess Lilibet - flew to the UK last week to meet with the King following his cancer diagnosis.
He made the visit without Meghan and their children less than 24 hours after the announcement about Charles' health was made to the nation by Buckingham Palace.
But there was no meeting with his brother, the Prince of Wales, after Harry spent around 45 minutes at Clarence House seeing Charles.
