Overview

Amazon has refreshed its Global Selling guidance to help U.S. merchants tap the Japanese marketplace, which boasts roughly 128 million online shoppers and a 72 % internet‑shopping penetration rate. The update outlines the account structure, fee models, compliance duties, and fulfillment choices that sellers must master before launching in Japan.

Key Points

• Market size — Japan’s e‑commerce sector exceeds $100 billion annually, making it one of the world’s largest online retail arenas.
• Selling plans — The Individual plan applies to sellers moving fewer than 35 units per month, while the Professional plan is required for volumes above that threshold and carries a flat monthly subscription.
• Fee considerations — Beyond Amazon’s referral fees, sellers must factor in international shipping costs, currency conversion fees, and Japan’s 10 % consumption tax on sales.
• Compliance scope — Products must meet Japanese safety standards, and sellers are fully responsible for securing any necessary certifications or import permits.
• Fulfillment options — Using Fulfillment by Amazon (FBA) grants access to Japan’s Prime network and faster delivery, whereas merchant‑fulfilled shipping demands separate logistics planning.

How Amazon Japan Expansion Works

1. Link existing Amazon accounts — Through the Global Selling dashboard, a U.S. seller can attach their current Amazon.com credentials to the Japan marketplace, avoiding the creation of a new seller ID. Example: A seller of organic teas who already operates on Amazon.com and Amazon.ca simply clicks “Add Marketplace” and selects Japan, instantly gaining access to Amazon.co.jp.
2. Create or translate listings — Sellers can either build new product pages in Japanese or use Amazon’s translation tool to convert existing English listings. The system pulls best‑seller data from Japan to suggest high‑performing keywords. Example: A U.S. brand of silicone kitchen utensils uploads its English description, clicks “Translate to Japanese,” and receives a ready‑to‑publish Japanese title and bullet points within minutes.