INTRODUCTION

If you already sell on Amazon then you should have no problems selling on Amazon Japan. The Seller Central interface is pretty much identical to the UK or US dashboards, and the process of adding inventory, editing listings and managing your Amazon advertising is very familiar to Amazon sellers.


Contents


Official Amazon Video#1. This is a great introduction video to Amazon Japan and will tell you most of what you need to know.

CASE STUDY#1

Check out this case study of how a brand hit 29 sales in a single day after just 30 days of selling on Amazon Japan (with only one product) – Read Amazon Japan case study here


FREE SELLER GUIDE & 16 STEP LAUNCH PLAN

Complete Guide and Seller Analysis Report for Amazon Japan
In the Seller Guide you’ll learn…
  • Why selling on Amazon Japan is a fantastic opportunity.
  • 5 Misconceptions about Selling on Amazon Japan.
  • How to avoid translation mistakes.
The 16 Step Launch Plan includes…
  • 16 sequenced emails with direct actionable tips;
  • How to carry out research;
  • Advice on creating your strategy for success in Japan;
  • How to set-up your account and listings right;
  • Guidance on getting Brand Registered.


Selling on Amazon Japan

How to Sell on Amazon Japan – 18 Step Checklist

  1. Sign up with an Amazon Japan Seller account (link it to your other Amazon accounts).
  2. Understand any special customs and compliance rules.
  3. Carry out keyword research (Here’s a competitor research tool for Japan).
  4. Create a product listing (via the Inventory page).
  5. Choose fulfilled my Merchant or fulfilled by Amazon (FBA).
  6. Print any Amazon labels (if using FBA).
  7. Create an inbound shipment to Amazon (if using FBA).
  8. Print inbound shipping labels for Amazon (if using FBA).
  9. Ship products to the correct Amazon warehouse (if using FBA).
  10. Understand taxes and regulations.
  11. Setup Amazon Sponsored Products advertising.
  12. Post products to customers when a sale is made (if fulfilled my Merchant).
  13. Follow up with customers via Amazon’s messaging platform (here’s a tool for Amazon Japan messaging).
  14. Get Brand Registered in Japan (you can link your other Amazons registry).
  15. Create an Amazon Brand Store (you need to be brand registered).
  16. Setup Brand ads to send customers to your Store.
  17. Optimise your ads.
  18. Optimise your listings.

Official Amazon Video#2 The video below will fill in some more gaps. Again this is an official Amazon video and has some great content.

CASE STUDY#2

Here’s another case study you will find interesting. It covers a successful launch on Amazon Japan, but there were some hiccups along the way – Read all about it here


FAQs about Selling on Amazon Japan

1. Why should I sell on Amazon Japan?

  • Japan is Amazon’s 3rd largest marketplace and growing very quickly.

Only the US and Germany have higher Amazon sales than Japan, so it is impossible to ignore this opportunity.

  • It instantly adds a new customer base for your products.

127M people live in Japan, that’s twice that of the UK. List your products on Amazon Japan and get in front of this massive audience.

  • It helps build your brand worldwide.

With Amazon’s suite of products you can really build your brand on Amazon. A+ content and Amazon Stores are basically mini-brand websites that showcase your brand and products.

  • It spreads your risk over more markets.

Generating revenue in Japan means that if any of your other market sales drop or your home Amazon market account is suspended then your Japan sales will help elevate the risk and ensure revenue is still being generated.

  • It is easy to get started.

You can link up your Amazon Japan account to your home market Amazon account and use your same Amazon listings in Japan. You just need to translate your content and optimise for the Japanese customer – we can help, get in touch to see how.

2. How much will I sell?

Every product and category is difference, but as a general rule we estimate similar sales levels to Amazon UK.

3. Do I need to register my business in Japan?

No. When you are setting up and launching on Amazon Japan you do not need a legal entity registered in Japan.

4. Do I need a Japanese Bank Account?

No. Your home bank account can be used to process payments and for deposits.

5. How do I send my products to Japan?

Most of our clients ship directly from their factory in China to Amazon Japan’s FBA warehouse. The general process is the same as if sending product into an Amazon warehouse in your home market. We have a resource page here that will help.

6. How long does shipping take?

From China, it takes about 2 weeks for goods to be “in stock” on Amazon Japan. Shipping time from China to Japan is only 2 or 3 days, but to get through customs and into the Amazon warehouses can take a bit longer.

7. How do I prepare my product barcodes?

Amazon Japan product preparation is the same as other Amazon Markets, so your packaging will either need a manufacturer EAN/UPC/GTIN code or an Amazon FNSKU code. Most of our clients instruct their factory or logistics company to label products before they send them.

8. What is an importer of record – IOR?

This is someone who accepts responsibility of your goods when they arrive in Japan. When shipping to Japan you need an IOR. We can connect you with companies who offer this service. Check our our resources page.

9. Is the Amazon interface in English?

Yes. There is an option to toggle between a Japanese and an English dashboard. It looks almost identical to the US and EU versions of Seller Central.

10. Is Seller Support in English?

Yes. You can contact support in English or Japanese. From experience we have found submitting cases in Japanese gets more thorough and accurate responses, but you can certainly submit cases in English.

11. Can I offer customer service in English?

No. You need to answer customers in Japanese. We can help handle your customer service in Japan – get in touch for more details.

12. What about Japanese taxes?

As an overseas company, you only pay consumption tax and import duties when your goods arrive in Japan. These total about 13% of your bill of lading (BOL). It’s a simple process handled by the shipping company.

However, when sales reach a higher level you will need to start paying more taxes in Japan. Read our Japanese tax article here.

13. Are there any legal or compliance requirements?

Products in these categories may require additional product compliance testing:

  • Food & Kitchenware
  • Toys
  • Cosmetics
  • Electrical

We offer compliance research if needed. Get in touch for more details.

14. What are the storage fees on Amazon Japan

Storage fees change, so go ahead and check out this Amazon document for current storage fees in Amazon fulfilment warehouses in Japan.

15. Will your products sell in Japan?

The chances are YES they will, although not all products will appeal to Japanese customers.

If you are still on the fence and would like to know if people in Japan would actually buy your products and what kind of revenue you could expect on Amazon Japan then you should definitely read this.


SUMMARY

In summary selling on Amazon Japan is not something to be afraid of. Japan is a fantastic opportunity for any brand that sells physical products.

There are some compliance hurdles for specific product types and some products sell better than others, just like in any other Amazon market. You should definitely read our Product Opportunity page if you want to understand more about the Japanese market.

If you feel you are ready to launch your brand into Japan then please get in touch. We can give you more details of how we can help you and you can understand the logistics and costs involved better.


Who are Rising Sun Commerce?

Rising Sun Commerce - selling on Amazon Japan
Kayo Wakasugi, John Cant, Neil Curtis

Rising Sun Commerce are a UK based group of experts (mix of English and Japanese speaking) who help brands launch and then sell successfully on Amazon Japan. We work with small single product brands as well as large global brands with hundreds of SKUs.

Visit our About Us page to learn more


FREE SELLER GUIDE & 16 STEP LAUNCH PLAN

Complete Guide and Seller Analysis Report for Amazon Japan
In the Seller Guide you’ll learn…
  • Why selling on Amazon Japan is a fantastic opportunity.
  • 5 Misconceptions about Selling on Amazon Japan.
  • How to avoid translation mistakes.
The 16 Step Launch Plan includes…
  • 16 sequenced emails with direct actionable tips;
  • How to carry out research;
  • Advice on creating your strategy for success in Japan;
  • How to set-up your account and listings right;
  • Guidance on getting Brand Registered.