How to sell in Amazon Japan for beginners

By Macy
11/10/2023 UTC.

How to sell in Amazon Japan for beginners

Amazon Japan is one of the largest e-commerce marketplaces in Japan, with millions of active customers. For foreign businesses looking to expand into the Japanese market, selling on Amazon Japan provides access to a huge base of potential buyers. However, successfully selling in Japan requires an understanding of the unique aspects of the Japanese e-commerce landscape. This article provides an overview of key considerations and strategies for selling to Japanese consumers on Amazon's Japanese marketplace.

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.

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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.

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.

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.

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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.

Attract customers to your online store on Amazon

To effectively attract customers to your online store on Amazon 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.

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, 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 many sellers 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

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.


Succeeding on Amazon Japan requires effort, but the potential rewards are substantial. If you're finding your business journey on Amazon Japan challenging, consider placing your trust in Ezbuy Japan's 'Sell in Japan' service. We take pride in being the top e-commerce support provider for international merchants looking to sell on Japanese e-commerce platforms, including Amazon Japan. We offer comprehensive assistance from the beginning, including business registration under our legal entity, setting up a sales account, product listing and optimization, fulfillment, and handling returns. Kickstart your Amazon business journey with us today