To understand what products sell well in the Baby category on Amazon Japan. We analysed the Top 100 Best-Selling products in this category.
*Note that Best Seller lists update regularly so the data presented here may differ slightly from the current products, however, the general trends should be similar as we regularly update this article.
Best Selling Baby Products on Amazon Japan
Quick link to the Baby products Top 100 Best-Sellers List on Amazon.co.jp:
https://www.amazon.co.jp/gp/bestsellers/baby#1
Groups of products that sell well on Amazon Japan:
Main Products
- Feeding equipment e.g. bottles, cutlery etc.
- Travel equipment e.g booster seats, car accessories etc.
- Health & Hygiene e.g. baby baths, sanitary items (diapers)
- Miscellaneous Baby products e.g. sound machine, baby handprint set etc.
Feeding products were the best selling products on Amazon Japan. There were 24 listings in the Top 100. Health & Hygiene equaled Feeding products. Altogether 90% ( 45 listings for each) of the listings in the marketplace were from Feeding/ Health & Hygiene items.
How does this compare to other Amazon markets?
To see how Amazon Japan compares to other popular Amazon marketplaces, we also analysed the Top 100 Best-Seller list on Amazon.com.
https://www.amazon.com/Best-Sellers-Baby/zgbs/baby-products
Similarities between Japan and US markets
Feeding equipment was the most popular category for both markets with Health & Hygiene at number 2. Diaper products were also relatively popular across the two markets with bins, bags, and diapers selling well. Postpartum products e.g. items used by the mother were similarly popular.
Differences between Japan and US markets
Miscellaneous baby products (products that don’t fit in any category or fit in too many) were highly popular in the USA, however significantly less so in Japan. Items like pacifiers, drying racks, fitted sheets, and sound machines were some of the listings found on the USA marketplace.
| Japan Top listings | USA Top listings |
| 11 Baby bottles | 9 diapers |
| 8 diaper bags | 5 diaper disposal units |
| 6 toothbrushes | 5 toys |
| 6 bottle nipples | 4 breast pumps |
| 5 mugs | 3 bottle brushes |
| 4 breast pads | 3 pacifiers |
| 4 breast pumps | 3 breast milk bags |
| 3 breast milk bags | 3 baby monitors |
| 3 nail care sets | 3 car seats |
| 3 training chopsticks | 2 baby gates |
| 3 nasal aspirators | 2 cloths |
| 2 soft bibs | 2 cribs |
| 2 ice block trays | 2 bath tubs |
| 2 handkerchiefs | |
| 2 hair combs | |
| 2 car seats | |
| 2 wipes |
Breakdown of the number for different product types on Amazon.co.jp and Amazon.com (only shown if there were 2 or more listings in the Top 100)
Brands
In Japan ‘Pigeon’ and ‘Richell’ were brands that did particularly well, making up 46% of the Top 100 listings. ‘Munchkin’ and ‘Pampers’ were the most popular brands in the USA marketplace. They made up 21% of the listings. ‘Graco’ appears on both marketplaces’ Top 100.
SUMMARY
The products that sell well on Amazon Japan are similar to those that sell well in the US. There are some differences but mostly the two markets are similar with Feeding & Health products being strong sellers.
Browse the Best Seller lists for Baby products here:
JAPAN:https://www.amazon.co.jp/gp/bestsellers/baby#1
USA: https://www.amazon.com/Best-Sellers-Baby/zgbs/baby-products
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