How to Sell on Amazon Japan Explained (Insider Guide for 2025)

If you’ve ever wondered how to sell on Amazon Japan, or you’re already eyeing the best-selling products on Amazon Japan, you’re not alone. Did you know Japan is Amazon’s 4th largest marketplace, beating out even Canada and the UK?

Japan has become the California Gold Rush of Amazon marketplaces.

While it’s incredibly beneficial, how to sell on Amazon Japan comes with a different set of challenges, such as adapting to new buyer psychology. Yes, aligning your brand and product to Japanese customers is going to be challenging.

Take packaging, for instance. Japan’s image on your product packaging must match the actual product with precision. Even small changes can lead to trust issues, as the customers in Japan expect complete accuracy and transparency.

This is why you will need to understand the country’s specific product preferences, cultural nuances, and logistics that don’t necessarily follow the same pattern you were using in the US or EU.

An increasing number of sellers are eyeing Japan for expansion, but they hit a wall when faced with questions like: Can you use your US Amazon account in Japan? Does Amazon Japan ship to the USA? Does Amazon deliver to Japan? And what about buying on Amazon Japan from a third-party seller? Can that stock reach US shores?

Our guide is here to help you navigate the right approach, grounded in the practical demands of breaking through a loyalty-driven market in Japan. No fluff. No vague strategies. Just seller-first guidance, smart keyword strategies, and the unspoken truths no one talks about.

Let’s get into how to sell on Amazon Japan, the right way.

Why Sell on Amazon Japan in 2025?

If you’re still asking yourself how to sell on Amazon Japan, you’ll need to recognize that Japan isn’t just another global expansion for you; rather, it’s a jackpot that is hiding behind the scenes.

In 2025, Japan’s e-commerce sector is projected to surpass ¥20 trillion ($130+ billion) in online retail. That’s not a sudden change; it’s a booming, digitally advanced market with some of the highest purchasing power in Asia.

Yet, it remains massively neglected by Western third-party sellers. So, if you’re contemplating “how to sell products on Amazon Japan”, now’s the time to strike while the iron’s hot.

Have you wondered what sets Amazon Japan apart from local platforms like Rakuten or Yahoo? It is the Trust, Simplicity, and Speed. Japanese consumers have built a high trust in Amazon largely because of how reliable Amazon is, its seamless delivery infrastructure, and the Prime ecosystem.

Expect Amazon Prime users in Japan to be extremely loyal, with extremely high retention and repeat-purchase behavior. That loyalty creates a base ground for repeat orders, subscribe-and-save models, and brand-building at scale.

Even more captivating? There’s a surging demand for Western products, ranging from health supplements to kitchen gadgets and fashion accessories. Japanese buyers are increasingly turning to cross-border listings for variety and authenticity.

If you’re a US-based seller asking, “Can I use my US Amazon account in Japan?” or “Can I ship to Japan from Amazon?” the answer is yes, with the right strategy and tools. Interestingly, Amazon Japan does ship to the USA, making the outbound demand a two-way street.

If you are learning how to sell on Amazon Japan means you are future-proofing your brand in one of the most stable, tech-savvy, and globally respected markets on Earth.

Can I Use My US Amazon Account in Japan?

Short answer? Yes, you can use your US Amazon account to sell on Amazon Japan, and all thanks to the power of Amazon Global Selling.

But let’s not mask this issue. Just because the platform lets you log in doesn’t mean you’re ready to sell. Expanding into Japan isn’t as simple as copy-pasting your US listings. The cross-cultural, logistics-heavy leap, and the fine print matter the most.

But there is good news as well: Amazon uses a Unified Seller Account system across regions like North America, Europe, and parts of Asia, including Japan. That means you don’t need to create a completely separate Amazon seller account. You can log in with your US credentials, switch the marketplace from the dropdown in Amazon Seller Central, and start listing your products in Japan using the same backend.

Sounds seamless, right? Well… sort of.

While technology makes it easy to get in the door, ultimately, how to sell on Amazon Japan requires local finesse. You will be entering a market that’s precise, detail-driven, and culturally unique. The same playbook that worked in the US won’t fly here.

Take FBA Japan, for instance. Fulfillment isn’t just about getting boxes from point A to point B. There are specific rules for packaging, labeling, and prep. Japanese buyers expect everything to be neatly packaged, instructions in Japanese, and zero room for error. Sending in the same units you prepped for ONT8 or SMF3 without adjusting for these standards? That’s a fast way to lose conversions and possibly get flagged by Amazon’s warehouse teams.

Then there’s the language barrier. Let’s be blunt: Google Translate is not your friend here. Japanese consumers are careful, and they aren’t fond of clumsy things. Let me tell you that the difference between a native-speaker listing and a machine-translated one is night and day. Sellers who invest in native Japanese copywriting or Amazon’s translation support consistently see better conversions and fewer customer service issues. It’s a detail that pays for itself.

And don’t forget the tax side of things. Japan has a 10% consumption tax (similar to VAT), and foreign sellers might still be required to register with Japanese tax authorities, depending on annual revenue.

Amazon won’t automatically handle this for you unless you’ve opted into the proper settings. It’s one of those backend headaches that’s easy to ignore until it isn’t. Work with a tax expert who understands Japanese ecommerce regulations. It’s one of those “pay now or pay later” scenarios, and trust us, later hurts more.

The answer to how to sell on Amazon Japan with your US account is yes, you can, but that doesn’t mean you should do it half-heartedly. Think of it like walking into a high-end sushi restaurant with fast-food expectations. You’ll stand out and not in a good way.

But if you slow down, learn the cultural cues, translate with intention, and fine-tune your logistics? You’ll not only blend in you’ll win over a customer base that rewards quality and consistency with fierce brand loyalty.

Japan doesn’t just offer a new sales channel. It offers long-term growth if you’re willing to meet it on its terms.

How to Sell on Amazon Japan: Step-by-Step Guide

Are you ready to sell on Amazon Japan? Smart move.

However, entering this market isn’t just about ticking a few boxes; it’s about showing up with intention, precision, and a deep respect for how Japanese e-commerce works.

For example, over 85% of Japanese consumers’ reviews say packaging quality directly impacts their trust in a brand.

The Japanese marketplace, where even convenience store snacks are beautifully wrapped, and your unboxing experience can make or break the sale.

Let’s break it down to a step-by-step guide on how to sell on Amazon Japan for you:

1) Step 1

To begin, head over to sell.amazon.co.jp. If you’re already selling on Amazon US, the good news is you can use your existing credentials. With Amazon’s unified account system, you can switch to the Japan marketplace from your Seller Central dashboard no needing to create a separate login.

But make sure that your business details, payment setup, and compliance documents are aligned for Japanese operations. If you’re starting fresh, you’ll go through a registration process specifically tailored to how to sell on Amazon Japan.

Choose the professional plan if you’re serious about scaling it opens more tools and reporting features from day one.

Step 2

Once you’re set up, it’s time to tackle the Japanese tax and regulatory landscape. Japan enforces a 10% consumption tax that may apply even to foreign sellers, especially if your annual turnover crosses the mandatory threshold.

Don’t assume this will be handled automatically. It’s on you to understand whether you need to register with the Japanese Tax Authority.

If you’re importing products into the country, you’ll also need to navigate Amazon’s NACCS system, essentially Japan’s customs clearance protocol.

This is not one of those “figure it out later” steps. Many smart sellers partner with local import agents or freight forwarders who specialize in Japanese compliance. And if your product category involves food, cosmetics, electronics, or batteries, get ready for additional regulatory hurdles. Japan plays by its rulebook, and it’s written in fine print.

Step 3

Next, decide how you want to fulfill orders: FBA or FBM. FBA Japan is the go-to route for most serious sellers. Why? Because in Japan, trust is currency. FBA gives customers fast shipping, local return options, and reliable service, all of which reinforce your credibility in a market that deeply values precision and speed.

FBM is still an option, and yes, it gives you more control and potentially lower fees. But there’s a tradeoff. Japanese consumers are used to getting packages within one to two days. If you are not able to meet the expectations, don’t expect conversions to follow. Moreover, in most cases, sellers who start with FBA see faster traction, stronger reviews, and better customer retention.

Step 4

Finally, there’s localization, and this one’s not negotiable.

If you want to understand how to sell on Amazon Japan, your listings must be written in natural, culturally appropriate Japanese. Machine translation might get you words, but it won’t get you sales.

If your listings are poorly translated, it can confuse shoppers and break trust before the first click. Japanese consumers expect detailed, well-organized product pages, clear specs, and a tone that delivers a balanced professionalism with humility.

To win a listing in Japan doesn’t just describe the product; it reassures, informs, and respects the buyer. Whether you hire a native copywriter or use Amazon’s localization support, this step can make or break your launch.

What Are the Best-Selling Products on Amazon Japan?

If you’re trying to figure out how to sell on Amazon Japan and what sells the most, you’re not alone. Every seller looking to crack this market eventually asks the same thing: what do Japanese consumers buy?

But here’s the twist: it’s not just what they buy that matters, it’s why they buy it. And in Japan, that “why” is often rooted in quality, trust, and long-term value over flashy pricing or viral trends.

Let’s talk about categories.

Some niches consistently dominate the bestseller rankings, and if you’re planning to sell products on Amazon Japan, these verticals are where you should have your eyes.

Health & Beauty

Whether it is collagen supplements, an eye mask, or skincare, this category works on trust and proven results.

Japanese consumers want cleaner and gentler ingredients with premium packaging when it comes to the health and beauty category.

We are all aware of the brand The Ordinary. Do you know that it has carved out a niche in Japan’s health and beauty space with its minimalist packaging, clinical ingredient transparency, and focus on skincare science?

Japanese consumers appreciate clarity, safety, and results, three things The Ordinary delivers without any noise. While it’s still considered a premium import, it’s increasingly becoming an everyday essential for skincare-savvy buyers looking beyond local options.

Electronics

Compact gadgets, headphones, and accessories remain hugely popular. But don’t assume you can ride the same listings you use in the US. Product specs, voltage compatibility, and brand perception all matter deeply here.

Shoppers in Japan do their homework. They read reviews, compare specs, and expect precision.

Anker, for example, dominates multiple electronic subcategories. It is because they provide clean branding, customer support that is supports Japanese-language, and local warranty coverage. It’s the perfect example of doing everything right.

Stationery

Can pens, planners, washi tape, and notebooks blend utility with aesthetics? The Japanese take their writing tools seriously; they have some amazing eye-pleasing stationery, and brands like Hobonichi Techo and Midori are household names.

This category might have less competition, but it has a strong demand.

Brands like Moleskine are making their space among design-conscious professionals and students. They have amazing sleek notebooks and planners, wanting you to write mor. Moleskine is perfect for Japanese consumers who value both functionality and aesthetic minimalism.

Japanese culture takes stationery seriously, Moleskine with a well-positioned listing, especially with localized descriptions and seasonal editions, can be refined, and a gift-worthy option.

Baby and Household Goods

Think diapers, wipes, air purifiers, small kitchen appliances, and cleaning products are an everyday need. Japanese homes are typically smaller, so space-saving and minimalist design is a major selling point.

Millennial parents are looking for smart, problem-solving products everywhere and Frida Baby comes with a resume to them. It is gaining popularity with Items like the NoseFrida nasal aspirator and Frida Mom postpartum kits stand out because it is designed thoughtfully and practically for new parents.

Japanese consumers are drawn to brands that offer both innovation and gentle care, two areas where Frida shines. With proper localization and sensitive marketing, it has strong potential in a market that deeply values parenting products that feel both clinical and gentle.

Shipping Logistics: How to Fulfill Orders in Japan

You might have the right product and even the right price, but if your shipping solution is slow, unreliable, or confusing to buyers, you’re toast.

Japanese consumers are famously particular about the delivery timing. They expect things to arrive exactly when promised, in a new-like condition, and with no additional fees.

First off, yes, Amazon does ship to Japan for buyers. Many global products, especially from Amazon US, are eligible for international shipping.

However, not everything qualifies, and delivery times can stretch out when not fulfilled locally.

That’s why shoppers prefer listings fulfilled by FBA Japan or sellers based in the country. It’s not just about convenience, it’s about trust.

Fast local fulfillment signals professionalism and avoids customs delays or import fees that land on the buyer.

If you’re based in the US and asking, “Can I ship from the US to Japan via Amazon?” the answer is yes, but following a process.

Enter Amazon Global Logistics (AGL), Amazon’s freight forwarding service that lets sellers ship inventory from the US directly into Amazon’s Japanese FBA warehouses.

It’s not as easy as a Prime label in your home country, but it’s a game-changer for those serious about entering Japan. Amazon will handle freight booking, customs clearance, and delivery into FBA Japan all under your existing Seller Central dashboard.

Of course, before that inventory leaves the US, it needs to be properly prepped, labeled, and compliant with Japanese import standards. That’s where FBA prep centers come into play.

Many sellers work with third-party prep services in the US that specialize in exports to Japan. These partners know the drill from labeling in Japanese to bundling according to Japan’s famously meticulous packaging expectations. One sloppy shipment and your inventory might get sidelined by customs or rejected by the fulfillment center.

What about shipping in the other direction?

You might be wondering, “Does Amazon Japan ship to the USA?” If you’re a buyer in the States trying to get your hands on that niche Japanese gadget or anime merch, yes, sometimes it’s possible. Some third-party sellers on Amazon Japan do ship globally, but not all. It depends on their shipping policies.

Many listings will clearly state whether international delivery is supported, and Amazon will usually block checkout if an item can’t be shipped to your location. So while the platform allows it in theory, global shipping from Amazon Japan isn’t guaranteed across all products, and just as buyers ask this, many sellers researching how to sell on Amazon Japan are overlooking the importance of understanding the shipping experience in reverse.

Buying from Third-Party Sellers on Amazon Japan (as a US Buyer)

Have you ever tried to buy a product from Amazon Japan as a US customer? You know it’s not exactly an innovative solution, but it is possible. Whether you’re looking for exclusive Japanese gadgets, anime collections, or just that skincare brand that hasn’t built its popularity in the US yet, Amazon.co.jp is wide open for international buyers with a few hoops to jump through. And interestingly, understanding the buyer journey is a great way to reverse-engineer how to sell on Amazon Japan effectively as a seller.

Go to Amazon.co.jp and select English as the language to begin. Click the globe icon in the upper-right corner to change the language. Although you may browse the majority of categories in English from there, you’ll notice that product descriptions, particularly for listings by local sellers, are frequently still in Japanese. Reduce the amount of time you spend using Chrome’s auto-translate feature; it’s useful for browsing in general, but the translations are frequently shaky.

When placing a purchase, confirm that the seller ships worldwide. Not all Amazon Japan third-party merchants ship to the United States. If a product isn’t suitable for export, Amazon will typically prevent the checkout process. If so, the projected delivery date, shipping costs, and import deposit costs are computed automatically at the point of sale.

The category, destination country, and item value all affect these fees. Although it usually takes 7 to 14 days for shipping from Japan to the US, FBA listings can arrive sooner because of Amazon’s efficient logistics network. It’s a good idea to compare rates because currency conversion occurs at checkout. Amazon’s built-in converter tends to include a markup, and these cross-border buying experiences are also valuable insights for sellers figuring out how to sell on Amazon Japan effectively.

Local Challenges and Cultural Nuances

How to Sell on Amazon Japan isn’t just about pushing products; it’s about aligning with a shopping culture that values excellence over efficiency.

Orders must arrive on schedule, in perfect packaging, and exactly as advertised, according to Japanese consumers.

Anything less can result in a bad review or worse, a loss of trust that’s nearly impossible to win back.

Challenge 1

Perfection is the baseline here. Fast shipping, precise packaging, and zero tolerance for mistakes are just part of the deal. A good presentation can build trust. Japan follows a strong gift-giving culture, which means wrapping isn’t just functional; it has a symbolic meaning.

Even simple products, like pens or kitchen tools, are expected to arrive neatly boxed, sealed, and, in some cases, gift-ready. Sloppy packaging doesn’t just cost you a star; it offends the buyer’s sense of care, and mastering these details is a huge part of how to sell on Amazon Japan the right way.

Challenge 2

Returns are also extremely rare in Japan, which many sellers misinterpret as a plus. In reality, it means shoppers are highly cautious before they buy. They’ll read your listing carefully, zoom in on every image, and scrutinize reviews before clicking “Add to Cart.”

And while reviews are trusted, they tend to be sparse. Japanese customers don’t leave them casually. So every review you do earn carries serious weight.

Common Mistakes Foreign Sellers Make

Many international sellers think of Japan as “just another marketplace.” It’s not.

Mistake 1

Relying on auto-translated listings is mistake number one. You might think you’re saying “ergonomic travel pillow,” but your translation might read something else more like “bendable neck cloud blob.” your listings need to be written by native speakers who understand the subtlety, tone, and expectations of Japanese customers.

Mistake 2

Another common mistake is ignoring packaging aesthetics. If US works with, clear poly bags, barcode stickers, and minimal presentation, but in Japan it can feel careless or even cheap to Japanese consumers. Treat the packaging as a part of the product, not an afterthought.

Mistake 3

Then there’s pricing. Sellers often forget to factor in yen conversion, Amazon fees, FBA prep costs, and cross-border shipping when setting price points. This not only impacts the margins but can also make your listing seem overpriced in local terms.

Mistake 4

Neglecting local seasonality may have an impact on your sales. When it comes to shopping, Japanese holidays such as Golden Week, Obon, and New Year’s cause a significant change. If your promotions, PPC budget, and inventory planning are not in sync during peak periods, your sales may drastically change, and you will lose out on an important aspect of selling on Amazon Japan.

Final Thoughts

The Japanese customers rely on trust, details, and consistency. Understanding how to sell on Amazon Japan involves more than merely publishing listings, as it involves approaching the market with operational accuracy, cultural fluency, and long-term brand strategy.

Your goods don’t need to be the most expensive or the loudest. Here, vendors that take their time, listen, adjust, and sincerely strive to figure out what matters to Japanese buyers succeed.

If you’re serious about how to sell on Amazon Japan, take the help of tools that help you operate like a local.

SellerApp offers advanced PPC optimization tailored to the right keyword targets that can help you build your brand, as well as listing enhancement tools that support localization and data-driven decision-making. Combined with Amazon Global Selling and smart fulfillment strategies, you’ll be set up to succeed, not just survive.

Additional Readings:

How to Sell on Amazon Europe: Everything you need to know in 2025

How to sell on Amazon Germany: All you need for European expansion

Beginner’s Guide on How to Sell on Amazon Canada

How to Sell on Amazon India – A Complete Guide