How to Sell on Amazon Japan [2024 Full Guide]

Entering the bustling world of e-commerce in Japan can be a game-changer for your business, and mastering “How to Sell on Amazon Japan” is your first step towards success. This comprehensive guide is designed to demystify the process, making it accessible for sellers eager to tap into one of the most dynamic markets in the world. 

With Japan’s reputation for high consumer spending and a deep trust in Amazon, understanding how to navigate this platform effectively can open doors to unparalleled opportunities. Whether you’re a seasoned seller or new to the online marketplace, our insights will equip you with the tools and knowledge needed to thrive on Amazon Japan. 

Let’s dive in and explore the pathway to expanding your business in the Land of the Rising Sun.

Why Sell on Amazon Japan?

Selling stuff on Amazon Japan is a really great chance to get into a big online shopping world. People in Japan love new tech, digital products, and good-quality things, so it’s a super place for sellers who want to sell to more people all over the globe.

According to Statista, Amazon is the most visited e-commerce site in Japan as of July 2023, with a whopping 604 million visits.

Consider tapping into Amazon Japan for these straightforward reasons:

  • Large Customer Base: Japan’s market is full of eager buyers interested in diverse, quality products.
  • Amazon’s Reputation: Selling on a platform trusted by millions in Japan can significantly enhance your product’s appeal.
  • Efficient Shipping: Amazon’s logistics network streamlines the fulfillment process, making it easier to manage orders.
  • Simple Platform Navigation: Amazon Japan is designed for easy use, from setting up your account to inventory management.
  • Demand for Quality: Japanese consumers look for innovation and excellence, giving unique and high-quality products a competitive edge.
  • Market-Specific Strategies: Adapting your sales and marketing strategies to fit the Japanese market can lead to better engagement and sales.

Selling on Amazon Japan isn’t just about accessing a new market—it’s about connecting with an audience that values quality and innovation, all while benefiting from Amazon’s trusted platform and logistical support.

Understanding the Japanese E-Commerce Market

If you’re planning to sell on Amazon Japan, it’s important to understand the Japanese e-commerce market. Japan is the third-largest e-commerce market in the world, with an estimated value of $200 billion. Here are some key things to keep in mind:

Cultural Nuances and Shopping Behavior

Japanese culture has a significant impact on shopping behavior. For example, Japanese consumers tend to be more reserved and cautious when it comes to making purchases. They often research products thoroughly before making a decision.

Additionally, customer service is highly valued in Japan, and many shoppers prioritize good customer service when choosing where to shop.

Another cultural nuance to keep in mind is the importance of gift-giving in Japan. Many Japanese holidays and traditions involve giving gifts, so it’s important to consider this when planning your product offerings and marketing strategies.

Sell on Amazon Japan: Peak Shopping Periods and Holidays

Like many countries, Japan has peak shopping periods and holidays that can impact e-commerce sales. Some of the most significant shopping periods in Japan include:

  • New Year’s: The first few days of January are a popular time for shopping in Japan, as many people receive “otoshidama” (gift money) from family members.
  • Golden Week: This is a week-long holiday period in late April/early May that includes several national holidays. Many Japanese people take time off work during this period and use it as an opportunity to travel and shop.
  • Obon: This is a mid-August holiday period that is traditionally associated with ancestor worship. Many Japanese people use this time to travel and visit family, and shopping is also common.

In addition to these peak shopping periods, there are also many other holidays and traditions throughout the year that can impact e-commerce sales. For example, Valentine’s Day and White Day are both important gift-giving holidays in Japan.

How to Sell on Amazon Japan: Step-by-Step Guide

Step by Step Guide How to Sell on Amazon Japan
Step by Step Guide How to Sell on Amazon Japan

Thinking about growing your business in Japan? 

Let me break down the steps for getting started on selling on Amazon Japan:

  1. Create an Amazon Japan account: You can manage all your worldwide Amazon sales with just one account, and that includes Japan’s Amazon site. Click here for more details. 
  2. Choose the right products to sell: Make sure to check what you can and can’t sell on Amazon Japan by looking at their product restrictions. If needed, get the right certifications. When you add your products to the site, remember to put them in the right categories. 
  3. Plan your fulfillment strategy: A lot of sellers go for FBA, but Japan offers other ways to get your products to customers. Take some time to find the best fit for your business. 
  4. Keep on top of your business: The Seller Central platform on Amazon Japan has a bunch of handy tools – think currency converters, sales summaries, special deals, and ads – to help you boost your brand and stay in control of your sales.

Listing Your Products to Sell on Amazon Japan

When it comes to selling your products on Amazon Japan, creating an effective product listing is crucial. Here are some key factors to consider when listing your products:

Creating Effective Product Listings

Your product listing should be clear, concise, and informative. Use high-quality images and detailed descriptions of your products, including their features and benefits. Make sure to highlight any unique selling points, such as special features or materials.

It’s also important to use keywords that accurately describe your product. This will help customers find your product when they search for related items on Amazon Japan. Use relevant keywords in your product title, bullet points, and product description.

Amazon Catalog and ASIN

Amazon Japan has a catalog of millions of products, each with a unique Amazon Standard Identification Number (ASIN). When you list your product on Amazon Japan, you’ll need to choose the appropriate ASIN for your product.

If your product is not already in the catalog, you’ll need to create a new product listing.

To ensure that your product is correctly categorized and easy to find, it’s important to choose the right ASIN. You can search for existing product listings on Amazon Japan to find the appropriate ASIN for your product.

Compliance with Local Laws and Regulations

When selling products on Amazon Japan, it’s important to comply with local laws and regulations. This includes product safety standards, labeling requirements, and other regulations that may vary by product category.

Make sure to research and comply with all relevant laws and regulations before listing your products on Amazon Japan. This will help ensure that your products are safe and legal for sale in Japan.

Pricing Strategy and Fees to Sell on Amazon Japan

Pricing Strategy and Fees to Sell on Amazon Japan

Selling on Amazon Japan can be a profitable venture, but it’s important to understand the pricing strategy and fees associated with it. In this section, we’ll cover the different fees you can expect to pay when selling on Amazon Japan.

Understanding Amazon’s Selling Fees

Amazon Japan charges two types of selling fees: referral fees and variable closing fees.

Referral fees are a percentage of the item price and are charged on every item sold. The percentage varies depending on the category of the item being sold.

Variable closing fees are charged per item sold and vary depending on the item category and price.

Monthly Subscription and Fulfillment Fees

In addition to selling fees, Amazon Japan also charges monthly subscription and fulfillment fees.

The subscription fee is charged monthly and varies based on the type of plan you choose. The Individual plan has no monthly fee but charges a fee per item sold. The Professional plan has a monthly fee but doesn’t charge a fee per item sold.

Fulfillment fees are charged when you use Amazon’s fulfillment service. These fees cover the cost of picking, packing, and shipping your products to customers. The fees vary depending on the size and weight of the item being shipped.

Calculating Taxes and Import Duties

When selling on Amazon Japan, you’ll also need to consider taxes and import duties.

As an international seller, you may be subject to import duties and taxes on your products. These fees vary depending on the type of product being sold and the country of origin.

To calculate the import duty and tax, you can use Amazon’s cost calculator or consult with a customs broker.

Keep in mind that failing to pay the appropriate import duties and taxes can result in fines and penalties.

Overcoming Challenges When Selling on Amazon Japan

Overcoming Challenges When Selling on Amazon Japan

Selling on Amazon Japan is an exciting opportunity but comes with its own set of hurdles. Here’s how to tackle them:

  • Language Barrier: Get a pro to translate your product info and customer chats into Japanese. It’s key to making sure nothing gets lost in translation.
  • Understanding Local Tastes: Pay attention to what Japanese buyers like and customize your products and ads to match. If they love it, they’ll buy it.
  • Rules and Paperwork: Japan has its own set of rules for selling stuff from abroad. Make sure you know them to avoid any trouble with your products getting stuck or fined.
  • Sending Stuff Over: Consider partnering with local companies that know how to handle delivery smoothly or use Amazon’s own service to store and send your products.
  • How People Pay: Japanese shoppers have their preferred ways to pay, like at convenience stores or with bank transfers. Make sure you offer these options.
  • Being There for Your Customers: Quick and friendly responses to customer questions or problems are super important. It shows you care.
  • Getting Noticed: Use the right keywords and local marketing tricks to make sure people in Japan can find and fall in love with your products.

Jumping these hurdles isn’t just about avoiding problems; it’s about setting up your business for success in Japan.

Scaling Your Amazon Japan Business

Once you have established your Amazon Japan business, it’s time to scale it up. Here are some tips to help you take your business to the next level.

Analyzing Global Sales Summary

To scale your Amazon Japan business, it’s important to analyze your global sales summary. This will help you identify which products are performing well and which ones are not. You can then use this information to make informed decisions about which products to focus on and which ones to phase out.

Expanding Beyond

While is a great platform to sell your products, it’s important to consider expanding beyond it. You can consider selling on other marketplaces or even creating your own website. This will help you reach a wider audience and increase your sales.

Utilizing Plugable Technologies for Logistics

Logistics can be a major challenge when it comes to scaling your Amazon Japan business. However, you can make it easier by utilizing plugable technologies for logistics. These technologies can help you automate your shipping and fulfillment processes, which can save you time and money.

Customer Engagement and Experience

Customer Engagement and Experience

Selling on Amazon Japan means you have access to a large customer base. Engaging with your customers and providing them with a positive experience is crucial to building a successful business. Here are some tips to help you manage customer reviews, improve customer experience, and protect against fraud.

Managing Customer Reviews

Customer reviews are an important aspect of selling on Amazon Japan. Positive reviews can increase sales and improve your product’s search ranking, while negative reviews can have the opposite effect. It’s essential to respond to all reviews, both positive and negative, in a timely and professional manner. This shows that you value your customers’ feedback and are committed to providing excellent customer service.

Improving Customer Experience

Providing a positive customer experience is crucial to building a successful business on Amazon Japan. Here are some tips to help you improve customer experience:

  • Provide accurate and detailed product descriptions
  • Offer competitive prices
  • Provide fast and reliable shipping
  • Respond to customer inquiries promptly and professionally

By providing a positive customer experience, you can increase customer loyalty and drive repeat business.

Fraud Protection and Customer Trust

Fraud protection is essential to building customer trust. Amazon Japan has several measures in place to protect buyers and sellers from fraudulent activity. As a seller, it’s essential to follow Amazon Japan’s policies and guidelines to protect yourself from fraudulent activity.

Here are some tips to help you protect against fraud:

  • Use Amazon Japan’s payment system to ensure secure transactions
  • Monitor your account for suspicious activity
  • Use strong passwords and two-factor authentication to protect your account
  • Ship products promptly and provide tracking information to customers

Legal and Regulatory Compliance

Legal and Regulatory Compliance

Selling on Amazon Japan requires compliance with Japanese e-commerce laws, intellectual property and brand protection, and navigating taxes and regulations for international sellers.

Understanding Japanese E-Commerce Laws

As an Amazon Japan seller, you must comply with Japanese e-commerce laws. These laws include the Consumer Contract Act, the Act on Specified Commercial Transactions, and the Act on the Protection of Personal Information. It is essential to understand the requirements of these laws to avoid penalties and legal issues.

Intellectual Property and Brand Protection

Protecting your intellectual property and brand on Amazon Japan is crucial. Amazon Japan has strict policies in place to protect against counterfeit products and intellectual property infringement. You can protect your brand by registering your trademark in Japan and enrolling in Amazon’s Brand Registry program. Additionally, you can use Amazon’s Brand Gating program to prevent unauthorized sellers from selling your products.

Navigating Taxes and Regulations for International Sellers

International sellers must navigate taxes and regulations when selling on Amazon Japan. You must register for Japanese consumption tax and file tax returns regularly. It is also essential to comply with Japanese customs regulations and shipping requirements. Amazon’s Global Selling program provides resources and tools to help international sellers navigate taxes and regulations in Japan.

Keen on mastering Amazon sales? Give a listen to the Seller Session podcast where Danny brings on guests who’ve really crushed it on Amazon to share their wisdom.

Frequently Asked Questions

How to sell online in Japan?

Selling your products online in Japan is made easy with well-known shopping sites like Amazon, Rakuten, and Zozotown. They’ve all got mobile apps, perfect for the “mobile-first” shopping trend that’s big in Japan. Put your items up for sale on these platforms and you could reach a ton of customers, giving your online sales a nice lift.

Can I use Amazon in Japan?

Yes, international sellers can use Amazon Japan to sell their products. You’ll need to register for an Amazon Seller account in Japan, and you might require a local bank account for transactions. Amazon also offers support and resources to help international sellers navigate the market.

Is Amazon profitable in Japan?

Amazon is one of the leading e-commerce platforms in Japan, making it a potentially profitable channel for sellers. Success depends on product demand, competition, pricing strategy, and effective use of Amazon’s selling tools. Like any market, profitability requires research, investment, and adaptation to local preferences.

How many Amazon warehouses are there in Japan?

Amazon operates multiple fulfillment centers across Japan. The exact number can change as Amazon expands its logistics network to meet demand. These warehouses support Amazon’s FBA service, allowing sellers to store inventory and fulfill orders efficiently.


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