How to Get Started on Amazon Japan

If you're considering expanding your e-commerce business to new horizons, Amazon Japan could be a promising destination. In this blog post, we'll explore what it takes to get started on Amazon Japan, the fourth-largest Amazon Marketplace in the world. Let's delve into the Japanese culture, market opportunities, and challenges you may encounter.

Understanding Japanese Culture

Before venturing into any new market, it's essential to understand the cultural nuances. Japan's culture is a unique blend of ancient traditions and modern innovations, characterized by politeness, respect, and hierarchy. Some key cultural aspects to consider include:

Emphasis on Politeness and Respect

Japanese society values politeness, bowing as a gesture of respect, and proper etiquette in various aspects of daily life.

Collective Well-Being

Japan places a strong emphasis on group harmony and collective well-being over individual desires.

Traditional Arts

Traditional Japanese arts like tea ceremonies, flower arranging, and calligraphy hold deep cultural significance.

Appreciation of Nature

Japanese culture is deeply connected to nature, with many traditions tied to seasonal changes.


Anime, a form of animated entertainment, is culturally significant and has a massive following in Japan.


One of the most intriguing aspects of entering the Japanese market is the intricacies of the language. Unlike many Western languages, Japanese is a complex system that presents unique challenges for businesses looking to succeed on Amazon Japan.

Three Scripts and More

The Japanese language employs three main scripts: kanji, hiragana, and katakana, alongside occasional use of the Latin or English alphabet. This multilayered script system can make language-related tasks, like keyword research, quite intricate.

Kanji: Kanji characters are borrowed from Chinese and often have multiple meanings. Each character can represent entire words or concepts, making keyword research a nuanced endeavor.

Hiragana and Katakana: These two scripts are native to Japan and are primarily used for phonetic purposes. Hiragana is used for native Japanese words, while katakana is primarily reserved for foreign loanwords. This diversity can lead to a single word having multiple spellings, each conveying a different nuance or emphasis. For example, the word "Tokyo" can be written in three completely different ways in Japanese.

This variation in spelling presents a unique challenge for businesses conducting keyword research and creating content. It's crucial to consider these nuances when optimizing product listings and advertisements. Choosing the most appropriate script and spelling can greatly impact your visibility in search results.

Market Overview

Now, let's look at the Japanese market from a business perspective:

Market Size:

Japan boasts a population of 123 million, making it the 4th largest Amazon Marketplace.

Cultural Affinity for Online Shopping:

Japanese consumers appreciate Western goods, culture, and brands.

Proximity to China:

Japan's proximity to China makes shipping faster and more cost-effective compared to other international markets.

Low Competition:

If you notice that your competitors are not yet selling on Amazon Japan, this could be a great opportunity to gain a competitive edge.

Challenges to Consider

Expanding to a new market is not without its challenges. Here are some crucial ones to be aware of:

Cultural Differences:

Japanese design and culture may differ significantly from what you're used to, so it's essential to adapt your listings and marketing accordingly.

Approval for Certain Categories:

Some product categories, such as food, cutlery, and health products, require approval to import.

Localizing Content:

Translating your website, creating Japanese social media channels, and providing Japanese manuals for complex products can be more challenging than expected.

Trademark and Brand Registry:

Ensure your brand name is available in Japan and consider registering it.

Importer of Record:

You'll need someone to receive and import your goods into Japan; a third-party logistics partner (3PL) can be a valuable asset.

The Amazon Japan Roadmap

Here's a step-by-step guide to getting started on Amazon Japan:

1. Market Research:
Identify relevant keywords in Japanese, check sales volume, and analyze competitors.

2. Import Regulations:
Determine if you need approval to import your products.

3. Trademark Availability:
Verify if your brand name is available in Japan.

4. Importer of Record:
Find a reliable partner to receive and import your goods.

5. Listings Creation:
Adapt your listings to Japanese culture and language.

6. Inventory Management:
Send your inventory to Japan.

7. PPC Campaigns:
Set up Pay-Per-Click campaigns as you would in other markets.

8. Establishing Online Presence:
Once your listings are live and you've gathered initial reviews, establish a strong online presence in Japan.


Expanding your business to Amazon Japan can be a rewarding endeavor, given the vast market opportunities it offers. While there are challenges to overcome, a well-thought-out strategy can lead to success. If you need assistance with your journey into the Japanese market, don't hesitate to contact us. We're here to help you navigate this exciting venture.

0 of 350


Amazon Japan

Leave a Reply

Your email address will not be published. Required fields are marked

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Let's Get In Touch And Discuss
How You Can Grow Your Business Today