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If your business is based in Japan and you want to sell to US customers on Amazon.com, see our US selling guide for global sellers.
Global Selling
Expand to Japan
Expand your reach by selling to Amazon customers in Japan.
Why expand to Japan?
Japan has one of the largest economies in the world, with many shoppers making purchases online. Many Japanese customers are accustomed to high-quality advertising and convenient delivery. By expanding with programs like Fulfillment by Amazon (FBA) and Amazon Ads, you can help meet their expectations and drive sales on Amazon.co.jp.
Accelerate sales with Amazon's global brand
The Amazon brand can help you attract more customers. We continue to reach new customers around the world and were ranked the most trusted brand by US consumers in 2022.
Grow and diversify your sales
Reduce the impact of fluctuating sales periods by taking advantage of busy shopping seasons in other countries.
Simplify global expansion
Streamline your global operations with cross-listing, supply chain solutions, vetted global shipping providers, and automatic currency conversion.
68+ million
Expected ecommerce users by 2029
54%+
Of population buying online in 2024
$3,140
Average spend per customer in 20241
Did you know?
The New Seller Guide can help you launch in Japan
Speed matters—and for Amazon sellers the first 90 days are especially critical. That’s why we invented the New Seller Guide, a set of brand, logistics, pricing, and promotional services that are backed by data science and designed to fuel the growth of your business—whether you’re new to Amazon or just new to selling in Japan.
Sellers who use the New Seller Guide can take advantage of over $50,000 in New Seller Incentives in both the US and Japan.
Sellers who use the New Seller Guide can take advantage of over $50,000 in New Seller Incentives in both the US and Japan.
Explore demand in Japan
Selling globally can be a big step. That’s why we provide insights and recommendations to help you understand customer demand in each country. Log in to Seller Central to explore tools like Marketplace Product Guidance and the Sell Globally dashboard.
“That kind of diversification, that kind of second chance that every product gets by launching in the Japanese market is really valuable.”
Bernie Thompson
Founder, Plugable Technologies
Ready to expand to Japan?
To start selling in Japan, you’ll follow a few basic steps. You can review detailed guidance in our global expansion guide.
Step 1: Create your selling account
If you already sell on Amazon.com with a Professional selling account, create a Japan account.
If you’re new to Amazon and want to sell in the US and Japan, first create a North America and Brazil unified account. Then use your Sell Globally dashboard in Seller Central to create a Japan account.
If you’re new to Amazon and want to sell in the US and Japan, first create a North America and Brazil unified account. Then use your Sell Globally dashboard in Seller Central to create a Japan account.
Step 2: Select your products
Explore Amazon product categories in Japan, then select the products you want to sell. You can use the Best Sellers lists in the Amazon Japan store to understand which products might be popular.
Step 3: Complete requirements
Review taxes and regulations and requirements for product compliance, safety, and listing in Japan.
You can use our Manage Your Compliance and Compliance Reference tools to help navigate product requirements. The Service Provide Network can also help you find Amazon-vetted experts who offer competitive rates.
You can use our Manage Your Compliance and Compliance Reference tools to help navigate product requirements. The Service Provide Network can also help you find Amazon-vetted experts who offer competitive rates.
Step 4: List your products
If you already sell on Amazon.com, you can use the Build International Listings tool to cross-list your products in our Japan store.
If you’re listing products with Amazon for the first time, you can match offers to existing products detail pages or create new pages on Amazon.com. Then you can use Build International Listings to cross-list in our Japan store.
If you’re listing products with Amazon for the first time, you can match offers to existing products detail pages or create new pages on Amazon.com. Then you can use Build International Listings to cross-list in our Japan store.
Don't have an Amazon selling account yet?
Step 5: Ship inventory and fulfill orders
You have two basic options when it comes to getting Japan-based customers their stuff:
- Export inventory to Amazon fulfillment centers in Japan and use Fulfillment by Amazon (FBA) to store, pack, and ship customer orders.
- Ship orders to customers directly using a suite of solutions we call Fulfilled by Merchant. We offer a network of vetted providers for global shipping that offer discounted rates.
Step 6: Manage your business
Frequently Asked Questions
How much does it cost to sell to Japan from the US?
Costs for selling with Amazon vary by store and product. They can also depend on the tools, programs, and services you select.
Selling plan fees
There are separate Professional selling plan fees for a Japan account and North America and Brazil unified account. However, if you link global Amazon selling accounts, your monthly fee will be either the equivalent of USD 39.99 per month or the sum of the selling plan fees for each region and country in which you have active listings, whichever is lower.
Referral fees
Referral fees vary by product category. For every item sold, you’ll pay a percentage of the total price or a minimum amount, whichever is greater. View referral fees for the US and Japan.
Costs for optional services
In addition to selling fees, you might have added costs if you use certain optional tools and programs like Fulfillment by Amazon (FBA) or Amazon Ads. Ultimately, you get to control the cost of selling in the Amazon store by selecting the programs, tools, and services that are right for your business.
Selling plan fees
There are separate Professional selling plan fees for a Japan account and North America and Brazil unified account. However, if you link global Amazon selling accounts, your monthly fee will be either the equivalent of USD 39.99 per month or the sum of the selling plan fees for each region and country in which you have active listings, whichever is lower.
Referral fees
Referral fees vary by product category. For every item sold, you’ll pay a percentage of the total price or a minimum amount, whichever is greater. View referral fees for the US and Japan.
Costs for optional services
In addition to selling fees, you might have added costs if you use certain optional tools and programs like Fulfillment by Amazon (FBA) or Amazon Ads. Ultimately, you get to control the cost of selling in the Amazon store by selecting the programs, tools, and services that are right for your business.
Can I sell the same products in the US and Japan?
Product requirements vary by country. You should review taxes and regulations for each country you plan to sell in:
You should also review specific requirements for product compliance, safety, and listing in the US and Japan. You can use our Compliance Reference and Manage Your Compliance tools to navigate product requirements.
How do I manage international taxes?
Before you begin to sell in a new country, you should explore how taxes and regulations might affect your business:
If you’d like assistance with taxes, you can use our Service Provider Network to find an expert.
Do I need a Japan-based business or legal entity to sell with Amazon in Japan?
If you’re a business outside Japan, you may not be required to form a Japan-based company to sell your products in Japan. Depending on the specifics of your business and your sales strategy, however, it may be advantageous to do so.
Can I use Amazon’s fulfillment centers in Japan to fulfill my non-Amazon orders?
Yes. Just like in the US, Amazon’s Japan Multi-Channel Fulfillment (MCF) service helps you grow your Japan-based business both in and beyond the Amazon store.
Does Amazon provide account-management support for sellers expanding to Japan?
Currently, the Amazon Japan team is unable to provide support for US-based sellers expanding to Japan. However, account-management support may be available after you successfully launch in Japan.
Ready to expand to Japan?
Use best-in-class tools and programs to sell in a store that customers trust.
1Statistica, April 2024
