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Master the Art of Selling on Amazon Japan: A Comprehensive Guide


Last Update: June 17, 2023


Amazon Japan is an e-commerce powerhouse that offers a wealth of opportunities for businesses looking to expand their reach and tap into the lucrative Japanese market.

Expanding your online business to sell on Amazon Japan is a promising strategy to reach millions of potential customers. Japan is the third-largest economy in the world with high internet penetration and a strong appetite for online shopping.

With its massive customer base, advanced logistics infrastructure, and growing demand for international products, Amazon Japan presents a golden opportunity for sellers to grow their business.

In this blog, we'll explore the key benefits of expanding into Amazon Japan and why it's a smart move for businesses looking to tap into this lucrative market.

Why Expanding into Amazon Japan is a Smart Move

Access to a Large and Affluent Customer Base

Japan is the third-largest economy in the world, with a population of over 126 million people and a high per capita income.

Japanese consumers are known for their high purchasing power and willingness to spend on quality products and services.

By expanding into Amazon Japan, businesses can tap into this vast and affluent customer base, significantly increasing their potential for sales and revenue growth.

Growing Demand for International Products

Japanese consumers are increasingly seeking out international products and brands, driven by their desire for diversity, quality, and unique products that cater to their specific needs and preferences.

This trend presents a significant opportunity for businesses to introduce their products to a receptive audience that is actively seeking new and exciting products from around the world.

Advanced Logistics Infrastructure

Japan's advanced logistics infrastructure is another key benefit of expanding into Amazon Japan.

With its efficient and reliable transportation network, businesses can ensure that their products reach customers quickly and in excellent condition. Additionally,

Amazon Japan's Fulfillment by Amazon (FBA) service allows sellers to store their products in Amazon's warehouses and have Amazon handle shipping, customer service, and returns.

This can help businesses streamline their operations and focus on other aspects of their expansion strategy.

High Standards for Customer Service

Japanese consumers have high expectations when it comes to customer service, and businesses that can meet these expectations can build strong customer loyalty and trust.

Amazon Japan places a strong emphasis on customer service, ensuring that sellers provide prompt, courteous, and helpful support to their customers.

By meeting these high standards, businesses can establish a positive reputation in the Japanese market and foster long-term customer relationships.

Opportunity to Differentiate and Stand Out

The Japanese market presents businesses with the opportunity to differentiate themselves from the competition and stand out in a crowded marketplace.

By adapting their product offerings, marketing strategies, and customer service to meet the unique needs and preferences of Japanese consumers, businesses can create a competitive advantage and capture a larger share of the market.

Potential for Long-term Growth

Expanding into Amazon Japan can provide businesses with a solid foundation for long-term growth and success.

As the e-commerce market in Japan continues to grow, businesses that establish a strong presence on Amazon Japan can capitalize on this growth and build a sustainable, thriving business in the region.

Getting Started on Amazon Japan

Research the Japanese Market

Before diving into selling on Amazon Japan, familiarize yourself with local preferences, product demands, and cultural nuances. Popular product categories include electronics, beauty products, toys, and fashion.

Japanese consumers are known for their high standards when it comes to product quality, customer service, and packaging.

They also value local traditions and culture, which may influence their purchasing decisions.

Key characteristics of the Japanese market:

  • High demand for quality products and services
  • Strong emphasis on customer service and after-sales support
  • Preference for local brands and products with cultural relevance
  • Importance of visually appealing and well-designed packaging

Overcoming Language Barriers

One challenge is the Japanese language itself. To succeed in this market, you must translate your product listings and marketing materials into Japanese.

Localizing your product listings, providing Japanese customer support, and seamless navigation will enhance your chances of success.

Numerous freelancers and agencies specialize in translation, or you can take advantage of Amazon's listing translation service.

Another option is using an automation tool like Sanka that can handle translation tasks for you.

Register Your Amazon Japan Seller Account

To sell on Amazon Japan, sign up for an Amazon Seller Account on the Amazon Japan website.

You'll need to provide your business information, bank account for deposits, and tax identification information.

You can choose between an individual or professional account, depending on your business size and needs.

Once your account is set up, list products, fulfill orders and manage customer inquiries in Japanese. This process can be more comfortable with an automation tool like Sanka.

Fulfillment Options in Japan

Choose the most suitable fulfillment method for your business.

There are two main fulfillment options for Amazon Japan. You can choose Fulfillment by Amazon (FBA), where Amazon handles storage, shipping, and customer service for your products, or you can fulfill orders yourself using Merchant Fulfilled Network (MFN).

MFN requires managing inventory, shipping, and customer inquiries independently. Evaluate both options to determine which is most suitable for your business.

Adapting Your Pricing Strategy

Adjust your pricing strategy to cater to the local market. Taking into account factors such as shipping costs, import duties, and taxes.

Be aware that Japan has a consumption tax (currently 10%) that must be included in your product pricing.

Keep track of local competitors and market trends to ensure your pricing remains relevant.

Strategies for Success on Amazon Japan

To thrive in the competitive Japanese market, consider adopting the following strategies:

1. Prioritize Customer Service

Japanese consumers have high expectations when it comes to customer service. Ensure that you provide prompt, courteous, and helpful support to your customers, addressing their inquiries and resolving any issues quickly and efficiently.

2. Optimize Product Listings for Search

Use relevant and popular keywords in your product titles, descriptions, and backend search terms to improve your product listings' visibility in Amazon Japan's search results.

Monitor your listings' performance and make adjustments as needed to maintain or improve your search ranking.

3. Leverage Amazon Advertising

Getting your products noticed in the Amazon Japan marketplace can be challenging.

To improve your products’ visibility and reach more potential customers, utilize Amazon's advertising tools, invest in sponsored product ads, and create promotions and coupons to attract customers.

Optimize your ad campaigns by targeting relevant keywords, setting appropriate bids, and monitoring performance.

4. Encourage Reviews and Ratings

Collecting positive reviews and maintaining a high seller rating will also boost your listings' visibility.

Encourage satisfied customers to leave reviews and ratings by providing exceptional products and customer service.

Monitor your reviews and address any negative feedback promptly and professionally.

5. Monitor and Manage Your Amazon Japan Account

Regularly analyze your sales data, customer feedback, and market trends to identify areas for improvement and growth opportunities.

Continuously optimize your product listings, pricing, and marketing strategies to stay ahead of the competition and adapt to the ever-changing Japanese market.

Utilize Amazon's reporting and analytics tools to make data-driven decisions, or choose an automation platform like Sanka to do it for you.

6. Leverage Amazon Global Selling

Amazon Global Selling can help businesses expand beyond their borders and reach international customers.

The program connects your product listings to various Amazon websites, including the United States, Europe, and Japan.

Leverage Amazon Global Selling to broaden your sales channels and grow your global presence.

7. Learn from Local Success Stories

Take a cue from successful local sellers in Japan that have gained a significant share of the market.

Analyze their marketing strategies, product offerings, and customer engagement tactics. Emulate their strengths and differentiate your brand from competitors.

8. Partner with an Automation Service

To efficiently sell on Amazon Japan and enhance your success, partner with an automation service like Sanka.

Sanka offers translation services, listing optimization, account management, and more for businesses looking to expand in Japan.

Automation tools can elevate your productivity, save time and effort, and ultimately accelerate your business's growth.


Selling on Amazon Japan can be a rewarding and profitable venture for businesses looking to expand their reach and tap into a lucrative market.

By following the steps outlined in this guide and focusing on understanding the Japanese market, optimizing your product listings, providing excellent customer service, and continually monitoring your performance, you can set your business up for success on Amazon Japan and unlock its vast potential.

Additionally, By leveraging automation solutions like Sanka, you can streamline the process and focus on growing your business in this thriving market. So, take the plunge and start expanding your online presence by selling on Amazon Japan!

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