How To Sell On Amazon Japan: A Complete Guide For Beginners

Are you looking to expand your online business? You should consider selling in Japan. With a strong economy and eager consumers, learning how to sell on Amazon Japan can be your key to success. This beginner's guide will walk you through everything you need to know about how to sell products on Amazon Japan.

1. Why Sell On Amazon Japan?

By using Amazon Japan, you can expand your sales and create a more diversified set of sales channels that help protect your business from common Amazon-related risks. While it doesn't yet rival the size of Amazon in the US, it's catching up fast with net sales exceeding $13 billion, ranking it as the 14th largest online store globally.

With a monthly traffic of over 550 million visits, Amazon Japan slightly outperforms Rakuten, its closest rival in Japan's e-commerce market, while attracting more than seven times the visits of any other competing marketplace.

Japan, the 11th most populous country on the planet, has vast market potential. However, Amazon’s results in Japan have yet to reach their full potential. Selling on Amazon in Japan gives you the chance to reach hundreds of millions of additional customers with minimal competition, similar to what selling on Amazon US was like ten years ago.

This approach is a smart way to grow your sales without needing a new product. You can simply replicate successful strategies from other marketplaces. It also creates a diversified revenue model. The more platforms you sell on, the lower the risk. If one marketplace’s sales fall due to external factors like ranking changes or new competition, you’ll still have other income channels to sustain your business.

2. How Much Does It Cost to Sell on Amazon Japan?

Selling fees on Amazon differ based on the store, product, and the selection of tools and services. However, below are the costs that all sellers may be required to pay:

• Selling Plan Fees: There are distinct fees for the Professional selling plan depending on whether you have a Japan account. If you link your global Amazon selling accounts, your monthly fee will be USD 39.99 or the total of the selling plan fees for all regions and countries where you have active listings, whichever is cheaper.
• Referral Fees: Depending on the product category, referral fees vary. You'll pay either a percentage of the total price or a minimum fee, whichever is larger, for each product sold.
• Costs for Optional Services: Along with selling fees, using optional tools and programs like Fulfillment by Amazon (FBA) or Amazon Ads might come with additional costs. In the end, you have the ability to control your overall selling expenses by choosing the right tools, programs, and services for your business.

>>> Read more: Your guide to open online business in Japan

3. Six Steps To Sell On Amazon Japan

The guide below will show you how to sell on Amazon Japan with 6 manageable steps, providing you with a concise and actionable plan to start selling your products in the Japanese market.

3.1. Understanding The Japanese Market On Amazon

The Japanese e-commerce market has several distinguishing characteristics to understand.

Firstly, Japanese consumers have high expectations for product quality, customer service and delivery speed. Listings should highlight product details and supplier reliability. According to a recent survey, 88% of Japanese online shoppers prioritize product quality when making purchase decisions.

Secondly, Japanese consumers read less English than in other major Asian markets – product listings should be translated into Japanese. Studies show that listings in the local language can boost conversion rates by up to 30%.

Thirdly, Japanese consumers are very price-sensitive, with high expectations of discounts and promotions. Competitive pricing is essential. Options like coupons and loyalty programs are effective. Fourthly, Japan has a high mobile commerce usage, so optimizing listings for mobile browsers is important.

Lastly, Japanese consumers value trust, brand reputation and authenticity. Working with a local partner or service provider can help establish credibility with Japanese consumers.

3.2. Setting Up Your Amazon Japan Seller Account

The first step is creating a seller account on Amazon Japan. You'll need to provide identity verification, tax information and a Japanese bank account. Opting for a business entity established in Japan, like Ezbuy Japan, can significantly simplify this process and ensure compliance with local regulations.

Next, collaborate with a translator to convert your account information and product listings into Japanese. This translation is crucial to make sure your offerings connect with the local audience and increase your chances of success.

Finally, make sure to keep records for tax purposes according to Japanese regulations. This is important for staying compliant and avoiding potential legal issues in the future.

3.3. Creating And Optimizing Product Listings For Japanese Customers

To maximize visibility, product listings should be fully translated into Japanese. Additionally, local conventions for product names, classifications, and descriptions should be adhered to.

Furthermore, the listings should emphasize important qualities such as safety, quality, and reliability. It is essential to highlight certifications, compliance with standards, and the credibility of the manufacturer.

Product information should be fully translated into Japanese

In order to cater to Japanese customers who rely on precise product details, providing detailed product specifications and sizing charts is crucial. High-quality product images that showcase packaging and instructions should also be included.

To enhance SEO performance, it's important to incorporate relevant Japanese keywords throughout titles, bullet points, and back-end details. Thorough research on keyword usage and trends specific to Amazon Japan is highly recommended.

3.4. Attract Customers To Your Online Store On Amazon

To effectively attract customers to your online store when selling in Amazon Japan and establish a robust presence in the Japanese market, consider implementing the following strategies:

• Leverage promotions and advertising: Utilize various promotional and advertising methods to drive traffic to your product listings. Sponsored product ads allow you to target specific keywords, while headline search ads can place your products at the top of search results. Additionally, take advantage of deals and coupons to entice Japanese consumers with limited-time discounts.
• Participate in sales events: Engage in popular sales events like Prime Day and other promotions that resonate with Japanese consumers. Participating in these events and offering exclusive deals can significantly boost your sales and visibility.
• Build a strong brand storefront: Customize your brand storefront to cater specifically to Japanese customers. Tailor your policies, messaging, and content to align with their preferences and cultural nuances. Incorporate branding elements such as logos, banners, and detailed profiles to create a compelling brand identity.
• Utilize Amazon marketing tools: Make the most of Amazon's marketing tools, including A+ Content, to enhance your product listings. Use additional photographs, videos, and detailed product information to provide Japanese customers with comprehensive insights into your offerings. This can help build trust and confidence in your products.

By implementing these strategies, you can extend your reach, engage Japanese customers effectively, and create a lasting impact on Amazon's platform in the Japanese market.

3.5. Fulfillment When Selling In Amazon Japan

Ensuring a smooth and efficient fulfillment and shipping process is crucial for success in the Japanese market.

Amazon offers two primary fulfillment options in Japan: 

• Fulfillment by Amazon (FBA) 
• Fulfillment by Merchant (FBM)

FBA allows sellers to store their products in Amazon's fulfillment centers if sellers aim to sell on Amazon JP for both long or short term, where Amazon takes care of packaging, shipping, and customer service. FBA is ideal for small to medium-sized businesses that want to take advantage of Amazon's vast customer base and Prime membership benefits. This method is favored by those who sell in Amazon Japan due to its convenience and the trust it instills in customers.

On the other hand, FBM gives sellers more control over their operations. They are responsible for storing, packing, and shipping their products directly to customers. While FBM offers greater control, it also requires more logistical effort and resources. FBM is suitable for experienced sellers. 

If you feel the FBA service fee is too high while you can't fulfill it by yourself, then outsourcing Ezbuy Japan's fulfillment service is a reasonable choice. Our warehouse fulfillment service supports foreign sellers from A-Z in order fulfillment at an extremely reasonable price, helping businesses optimize costs when doing business in Japan

3.6. Managing Customer Service And Returns On Amazon Japan

Delivering excellent customer service is crucial when serving Japanese customers. Make sure to respond promptly, ideally within 12-24 hours.

Your customer service team should be well-versed in Japanese cultural norms in communication and use appropriate polite language.

When it comes to returns and refunds, handle them swiftly and smoothly. Include clear return instructions in Japanese within packages for customer convenience.

Keep a close eye on product reviews and respond politely to any negative feedback. Reviews have a significant impact on what customers decide to purchase.

To maintain a strong presence on Amazon Japan, stay updated on seller policies and follow marketplace rules to avoid account issues. Use approved marketing methods.

4. Top 5 Best Things To Sell On Amazon Japan

When discussing how to sell in Amazon Japan, we must first determine which products will perform well. Now, let’s explore the best-selling items and trending niches, helping you make informed decisions about what to sell in this dynamic market.

• Electronics & Camera: The Electronics industry is fast-paced and full of competition, with continuous technological progress shaping the market. Customers are consistently on the hunt for the most recent devices and gadgets to make their daily routines easier.
• Clothing, Shoes & Jewelry: In the world of e-commerce, the Clothing, Shoes & Jewelry category stays highly competitive. Consumers are constantly searching for the latest trendy clothing and accessories that align with their personal style. The most popular items in this category frequently serve specific niches, which allows brands to draw in a more dedicated audience.
• Beauty & Personal Care: The Beauty & Personal Care sector continues to perform reliably well and offers lucrative potential for those seeking popular products to sell. Customers are typically in pursuit of high-quality, innovative products that boost their appearance and promote their well-being.
• Home & Kitchen: The Home & Kitchen category spans a wide variety of products and consistently features many of Amazon's top-selling items. Shoppers are typically on the lookout for home essentials that are not only efficient and time-saving but also stylish and practical.
• Health & Household: With more individuals becoming conscious of their health and seeking remedies for everyday health concerns, the Health & Household category opens up numerous opportunities for online retailers. Customers are increasingly ready to spend on health-related products, including supplements, vitamins, and personal care items.

>>> Read more: How to Sell on Yahoo Japan: Step-by-Step Beginners Guide

5. How To Handle 6 Common Issues When Selling On Amazon Japan?

Selling on Amazon Japan can be an exciting journey, but it’s important to be aware of the challenges. Below are seven common roadblocks and how to overcome them effectively:

• Understanding Local Tastes: Observe what Japanese consumers are drawn to and personalize your products and ads to cater to their likes. If it catches their interest, they will purchase it.
• Rules and Paperwork: Japan has distinct regulations when it comes to selling international products. Be sure to know the rules to prevent your goods from being stuck or fined.
• Sending Stuff Over: It could be beneficial to work with local partners who know the ins and outs of delivery or utilize Amazon’s service for storing and shipping your products.
• How People Pay: When shopping in Japan, customers commonly use payment methods like bank transfers or convenience store payments. Be sure to offer these alternatives to your customers.
• Being There for Your Customers: Timely and helpful replies to customer inquiries or concerns are key. They show that you prioritize their needs.
• Getting Noticed: Leverage the right keywords and tailored marketing methods to help people in Japan find your products and develop a strong preference for them.

6. How To Scale Your Amazon Japan Business?

Now that your Amazon Japan business is in place, it’s time to scale up. Here are some practical tips to help you grow and advance your business:

• Analyzing Global Sales Summary: To scale your business on Amazon Japan, you must carefully assess your global sales report. This will show you which products are performing well and which aren’t, allowing you to prioritize the successful ones and phase out those that aren't generating results.
• Expanding Beyond Amazon.co.jp: Amazon.co.jp is a solid platform for selling, but expanding your presence could lead to greater success. You might want to explore other marketplaces or even create your own website to tap into a larger audience and grow sales.
• Utilizing Plugable Technologies for Logistics: Expanding your Amazon Japan business comes with logistical challenges. However, you can simplify the process by using plug-and-play logistics tools. These technologies help automate your shipping and fulfillment operations, offering both time and cost savings.

Ezbuy’s "Sell in Japan" service is aimed at assisting foreign sellers in offering their products on Japan's prominent e-commerce platforms. Our service addresses language challenges and simplifies the selling experience by handling account setup and product listings.

Ezbuy Japan also provides thorough support, from managing international payments and domestic purchasing in Japan to offering cross-border shipping and final delivery to international shoppers. If you're not sure how to begin selling on Amazon Japan, reach out to us for expert guidance and practical solutions.

7. FAQs

• Do I Have To Know Japanese To Sell On Amazon Japan?

No, you don’t need to be fluent in Japanese to sell on Amazon Japan! While speaking the language may be helpful, it’s by no means a necessity.

• Which Warehouses In Japan Are Trusted To Sell On Amazon Japan?

Some of the most trusted warehouses in Japan are Amazon’s Fulfillment Centers (FBA), which oversee storage, packing, and shipping. Additionally, third-party logistics providers, including Japan-based 3PL companies, are known for their dependable fulfillment services.

For those selling on Amazon Japan, Ezbuy’s warehouse is a reputable provider known for our reliable fulfillment services. We manage the storage, packing, and shipping of your products, leaving you free to focus on business growth.

• Is A Japanese Bank Account Required To Sell On Amazon Japan?

No, a Japanese bank account isn’t mandatory for selling on Amazon Japan, but it’s strongly recommended. Though international sellers can register, having a local bank account will simplify the payment process, especially when receiving yen.

• Does Amazon Japan Have a Returns Policy?

Yes, Amazon Japan does offer a return policy, with the return process depending on whether the seller is Amazon or a third-party. Items sold by Amazon can typically be returned within 30 days, provided they are in their original packaging and unused condition.

However, when buying from third-party sellers, return policies may differ, so be sure to check the seller’s return policy on the product page before completing your purchase. Generally, the buyer is responsible for paying the return shipping fees unless the product is defective or the seller is at fault.

8. Conclusion

In summary, learning how to sell on Amazon Japan is a complex process that requires a thorough understanding of the Japanese market, culture, and customers. However, with proper preparation, research, and by following the guidelines provided in this blog, you can maximize your chances of success. If you're looking for warehouse or fulfillment services, Ezbuy is here to help – don’t hesitate to reach out.

Website: https://ezbuy.jp/en

Email: [email protected]