Psst! Are you looking for a secret weapon to supercharge your sales, safeguard your brand against competition, and skyrocket your business profits? Well, look no further because we’ve got the answer: start selling on Amazon Japan! Trust us, this marketplace is a hidden gem with immense potential for Western sellers.
Now, we know what you’re thinking. Expanding to Amazon Japan might seem a tad bit challenging compared to other English-speaking marketplaces like Amazon UK or Canada, or even non-English European marketplaces. But fear not, it’s not as daunting as you imagine. So, stick around, and we’ll spill the beans on how to conquer it.
Why Conquer Amazon Japan?
Selling on Amazon Japan opens up a world of possibilities for boosting your sales and diversifying your sales channels, effectively shielding your Amazon business from common threats.
Although Amazon Japan hasn’t reached the same behemoth status as its US counterpart, it’s getting closer by the day. With over 13 billion in net sales, it currently ranks as the 14th largest online store globally. Plus, it boasts a whopping 550 million visits per month, outpacing its closest competitor, Rakuten, and leaving other online marketplaces in the dust.
Japan, being the 11th most populated country worldwide, holds tremendous potential. And the numbers Amazon Japan generates are still below what you’d expect, offering you a golden opportunity to reach hundreds of millions of potential customers with relatively low competition. Just imagine if you had started selling on Amazon US ten years ago!
Not only will you tap into an enormous customer base, but you’ll also enjoy the advantage of starting when competition is not as fierce. You don’t need to reinvent the wheel; simply replicate what’s already working in this new marketplace.
Furthermore, selling on Amazon Japan allows you to diversify your revenue streams, mitigating the risk of relying solely on one marketplace. When sales on one platform experience a dip due to ranking updates, new competitors, or negative tactics from other sellers, you’ll have multiple revenue streams to keep your business afloat.
The Road to Success: Steps to Selling on Amazon Japan
Now that we’ve got you intrigued, let’s dive into the nitty-gritty of how to conquer Amazon Japan.
Some steps are a piece of cake, like creating your Amazon Japan account and setting up your fulfillment method. Others, such as understanding Japanese customers, their behavior, and optimizing your product listings for the Japanese market, may pose a bit more of a challenge. But trust us, it’s all worth it in the end.
So, let’s get started on this thrilling adventure!
Step 1: Registration Process
Creating your Amazon Japan account is a breeze, especially if you’re already selling on Amazon in another part of the world. From your Seller Central account, navigate to Inventory and click on “Sell Globally.”
Select the Japanese marketplace, and voilà! You can register your seller account right away.
Good news: You can reuse most of the credentials you used for your original seller account. No need for a Japanese bank account or a registered business in Japan. The same bank and business details will do just fine.
During your first login, you’ll notice that Seller Central is in Japanese, but fret not! You can easily switch it to English or your preferred language.
Pro Tip: Watch this video from Amazon to get a visual walkthrough of the basic steps for setting up a Japanese Seller Central account and embarking on your Amazon Japan journey.
Considerations for International Sellers
Selling on Amazon Japan is quite similar to selling on any other marketplace. However, if you’re transitioning from a different market, like the US, there are a few things you should keep in mind.
Firstly, familiarize yourself with the potential differences in selling fees, such as referral fees and fulfillment fees. This early investigation will help shape your pricing strategy accordingly.
The Individual and Professional selling plans remain the same in Amazon Japan. The Individual plan charges a flat fee per product sold, with no monthly subscription fee. On the other hand, the Professional plan incurs a monthly fee, along with referral fees.
The fees for the Individual plan amount to 100 Yen per unit, while the Professional plan costs 4900 Yen per month—roughly equivalent to the US marketplace.
For more detailed information on fees specific to the Japanese marketplace, refer to this handy resource.
Moreover, take the time to delve into the Japanese market and understand its unique characteristics. Japanese customers may respond differently to products and marketing compared to other regions. Replicating your domestic strategies beat-for-beat may not yield the same level of success in Japan.
Study what other successful sellers are doing, observe marketing tactics employed by local businesses, and identify products that resonate with Japanese consumers.
Prioritize understanding the market before launching your products to increase your chances of success.
Step 2: Product Listing Optimization
Now that your selling account is up and running, it’s time to create your product listings for Amazon Japan.
Localization is key when crafting Japanese product listings. Your listings need to be in Japanese, appealing to Japanese consumers, and optimized with Japanese search keywords.
While you could resort to simply translating your original listing into Japanese using Google Translate, this approach falls short of the mark.
Unless you’re fluent in Japanese, we recommend hiring a native speaker who understands the language, local terminology, and writing style that resonates with Japanese shoppers. They’ll ensure your copy sounds natural and incorporate the search behavior of Japanese consumers.
You can choose to work with freelancers proficient in Japanese or specialized agencies, such as Rising Sun Commerce, which assist international businesses in launching successfully in Japan.
Just like in any marketplace, the quality of your product listing and its optimization for conversions and keywords can make or break your success. Leave no stone unturned in crafting the perfect listing.
Step 3: Fulfillment and Shipping
As with any other marketplace, determining the best fulfillment and shipping methods is crucial when selling on Amazon Japan.
The usual fulfillment options, such as Fulfilled by Amazon (FBA), Seller Fulfilled Prime (SFP), and Merchant Fulfilled Network (MFN), all apply to Amazon Japan. FBA is generally the preferred option since it streamlines shipping, storage, returns, and customer service through Amazon’s fulfillment centers.
Additionally, using FBA simplifies the process of handling import duties and customs regulations, which can impact the cost and delivery time of your products when shipping to Japan.
Don’t forget to consider the shipping carrier you choose. Research their rates and services for shipping to Japan to ensure optimal efficiency and cost-effectiveness.
Effectively managing returns and refunds is another critical aspect of selling on Amazon Japan. Familiarize yourself with the platform’s specific policies and guidelines for handling these processes and establish a clear workflow to handle them promptly and professionally.
Ultimately, your choice of fulfillment and shipping options should align with your business goals and needs. Weigh the costs, speed, and reliability of each option, along with any additional benefits or limitations they bring, to determine the best approach for your business.
Step 4: Marketing and Advertising
With your product listings in place and orders ready to be fulfilled, it’s time to take the stage and promote your products on Amazon Japan.
Luckily, marketing and advertising on Amazon Japan are not drastically different from other marketplaces. You’ll have access to familiar advertising options like Sponsored Products, Sponsored Brands, and Sponsored Display ads.
In addition to on-platform advertising, you can leverage other strategies to boost your product visibility on Amazon Japan. Participating in Lightning Deals or Best Deals promotions can help increase sales and attract attention to your products. Offering discounts or running promotions are also effective ways to incentivize Japanese customers to choose your products.
External traffic is another avenue worth exploring. Driving traffic from external sources can boost your sales and improve your rankings. However, to ensure your ads resonate with Japanese shoppers, consider collaborating with a native speaker to ensure your advertisements sound natural and appealing.
To create effective ads for the Japanese market, familiarize yourself with the region’s unique cultural and linguistic nuances. Japanese consumers value quality, craftsmanship, and attention to detail. Highlight these aspects in your ad copy, and don’t forget to incorporate Japanese language and keywords to localize your ads.
You can also rely on tools like SellerMetrics to manage your PPC campaigns effectively on the Japanese marketplace.
Tips for Success
Let’s wrap up with some valuable tips to help you achieve success while selling on Amazon Japan.
1. Customer Service
Providing top-quality customer service is key, as Japanese buyers highly prioritize exceptional service. Make it a priority to offer customer support in Japanese. Consider hiring a Japanese customer service manager or outsourcing to an agency proficient in Japanese customer service.
Ensure your communication style is clear, concise, polite, friendly, and professional. Respond promptly to customer inquiries, address concerns, and resolve issues in a timely and courteous manner.
2. Reviews & Feedback
Managing customer reviews and feedback is crucial, especially in Japan. Japanese consumers are known for being discerning and highly value the opinions of others. Monitor and respond to customer feedback promptly and professionally.
3. Building Trust & Brand Recognition
Building trust and brand recognition in the Japanese market takes time and persistence. Japanese consumers tend to be cautious when trusting new players in the market. Word-of-mouth recommendations hold great sway, and it may take a while for your brand to generate substantial recognition.
Stick to the right path, remain persistent, and build a solid reputation. Once your brand gains traction in the Japanese market, you’ll reap the rewards of an incredibly profitable sales channel.
4. Tap into Amazon’s Resources
Don’t overlook the wealth of resources that Amazon provides to sellers aiming to conquer Amazon Japan. Visit the Amazon Global Selling website’s Amazon Japan section to access comprehensive guides, tools like the Amazon Currency Converter, webinars, information on Japanese holidays, and more.
Amazon genuinely wants you to succeed, so take advantage of the knowledge and support they offer. Check out success stories from other sellers who have successfully expanded to Amazon Japan to gain valuable insights and inspiration.
Pro Tip: Join Amazon’s Brand Registry to access features like Amazon Storefronts, A+ Content, Amazon Attribution, and the Brand Referral Bonus. These tools, along with building a recognizable brand, are essential for long-term success on Amazon.
Final Thoughts
Japan boasts the world’s third-largest economy, with 71% of Japanese shoppers making online purchases. Amazon Japan provides the perfect platform for you to enter this lucrative market and reap the rewards.
Expanding internationally, as we’ve highlighted in our guides on Amazon Europe and Canada, is a powerful strategy for diversifying your business and boosting sales. If your products are already selling well in one marketplace, chances are they’ll find success in another.
True, selling on Amazon Japan requires some effort to ensure accurate translations, effective marketing, and seamless communication with Japanese shoppers. Nevertheless, given the vast market size and untapped potential, the rewards far outweigh the challenges.
You’ve already completed many of the initial steps required to sell on Amazon, from having an Amazon account to understanding your product category inside out. It’s a missed opportunity that more Amazon sellers aren’t capitalizing on the chance to increase their sales through Amazon Japan.
By replicating your products’ success in different markets, you’ll establish a resilient business, protected from the uncertainties of being an Amazon seller. The increased profit and cash flow can then be reinvested in growing your brand further.
So, what are you waiting for? Unleash the power of selling on Amazon Japan and unlock a world of possibilities for boosted sales and brand diversification.
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