Expand to Japan

Already selling on
New to Amazon?

Be part of the world’s third-largest economy¹

71% of Japanese shoppers make purchases online.³ They’re accustomed to fast, convenient delivery, and Fulfillment by Amazon can help you meet those expectations.

You don’t have to speak Japanese

Amazon offers many language support options for managing your sales, customer service, and translations. Your ASINs may even already exist on, which will allow you to launch even faster.
That kind of diversification, that kind of second chance that every product gets by launching in the Japanese market is really valuable.
Bernie ThompsonFounder, Plugable Technologies

Peak sales and holidays in Japan

Diversify your cash flow by bringing your products to a large, new marketplace and take advantage of Japan’s holiday seasons and peak sales periods.


What customers buy

New Year’s Day
Lucky bags (an assortment of items sold at a high discount) and items for the winter sale season (when various products are sold at high discounts).
Valentine’s Day
Chocolate, men’s jewelry, ties, wallets, fragrances, gifts for men, greeting cards, baking supplies, wrapping paper, and other decorations associated with Valentine’s Day.
Girls’ Day/Hinamatsuri
Hina dolls, girls’ dresses, gifts associated with girls.
White Day
Candy, cookies, small gifts (including jewelry), flowers, and other gifts for women.
Back to school
School-related items (including stationery and lunch boxes), digital cameras, video cameras, and memory cards.
Cherry blossom/ Hanami season
Snack foods, beverages, party goods (including party hats, costumes, and games), blankets, portable chairs, and picnic-related items.
Golden Week (national holiday week)
Travel goods, digital cameras, video cameras, and memory cards.
Mother’s Day
Small items and gifts for women (including jewelry and perfume), flowers, greeting cards, and sweets (especially chocolate).
Father’s Day
Gifts targeted toward men, including ties, books, socks, and fragrances.
In July
(date announced shortly beforehand)
Prime Day
Highly discounted items across all categories.
In September
Silver Week
Travel goods.
School Sports Day season
Kids’ tennis shoes (sneakers), digital cameras, videos, memory cards.
Costumes of all kinds, makeup, accessories, masks, wigs, beverages, and scary items such as fake blood and scary contact lenses.
11/27/2019 & 11/30/2019
Black Friday & Cyber Monday
11/26/2020 & 11/29/2020
Highly discounted items across all categories.
Christmas season
Christmas goods and decorations, ornaments, advent calendars, greeting cards, gift-wrapping items, and gifts for various age groups and genders.
Mid to late December
Bonenkai season
Party goods, including party hats, costumes, and games.

Frequently Asked Questions

Get answers to the frequently asked questions about selling in Japan


Can I list my products in all Amazon categories?
Prior approval may be required to list certain products from certain categories. See the categories requiring approval.
What types of products cannot be listed on
Some products cannot be listed due to legal or regulatory restrictions (e.g., prescription drugs) or Amazon’s policy (e.g., inappropriate photos). For more detailed information, please see Prohibited Products.
Do you offer fraud protection?
Yes. Amazon’s payment fraud protection helps you eliminate fraudulent orders on your products.
How do I open a new account?
Self-service registration starts when you click the button at the top of this page for selling as either a Professional or an Individual.

Before you begin the self-service registration process, be sure to have the following information available:
  • Your business name, address, and contact information
  • Japanese translations for your product listings
  • Valid email address
  • Valid credit card
*You can find third-party service providers to support your business in Japan here.
Is there any translation support?
Amazon has a list of recommended translation agencies you can use here.


How much does it cost to sell on
Amazon offers two selling plans. The Professional selling plan is available for a 4,900 JPY monthly subscription fee plus per-item referral fees, which vary by category. Some categories are available only for Professional Sellers, and only Professional Sellers can add new products to the Amazon catalog.

If you plan to sell fewer than 50 items a month, the Individual plan may be best for you. There is no monthly subscription fee. Instead, Individuals pay 100 JPY per item sold plus referral fees, which vary by category. Additional fees apply when you use Fulfillment by Amazon (FBA) to pick, pack, ship, and provide customer service for your products. Learn more about FBA pricing.
When do I start getting charged the monthly subscription fee?
The monthly subscription fee only applies to Professional selling accounts and begins as soon as you complete the registration process.

Sell your items

How do I manage my selling account?
Use Seller Central to manage your seller account. You can add product information, fulfill orders, make inventory updates, and manage payments using one of the many offered language options.
How do I add inventory?
In Seller Central, navigate to the Inventory dropdown and select “Add a Product” for one item, or select “Add Products Via Upload” if you’d like to add more than one item.
  • Use the Sell on Amazon button on Amazon product pages.
  • Use the Add a Product feature on Seller Central to create one product listing at a time.
  • Use Excel-based inventory files to create multiple product listings simultaneously (Professional plan only).
  • Use Amazon Marketplace Web Service to perform bulk uploads and receive bulk reports (Professional plan only).
How will I know when I have a sale?
Amazon notifies you by email when you receive an order. There is also an order tracker at the top of your Seller Central homepage.
How much does it cost to ship items I sell?
When you fulfill orders yourself, Amazon shipping rates apply to media products (books, music, videos, and DVDs) sold by Professional Sellers and to all products sold by Individual Sellers. Amazon charges these shipping rates based on the product category and shipping service selected by the buyer, and then passes the amount on to you as shipping credits. For products that Amazon fulfills for you, in addition to the Selling on Amazon fees, you will be charged fees for order fulfillment, storage, and optional services.
How does Fulfillment by Amazon work?
With Fulfillment by Amazon (FBA), you store your products in Amazon’s fulfillment centers, and we pick, pack, ship, and provide customer service for these products. Learn more about FBA.
Can I offer gift-wrapping and gift-messaging services to my customers on
Yes. Our gift messaging service allows customers to write gift messages for individual items or for entire orders, and our gift-wrap service allows customers to select and pay for gift-wrapping for each item in an order (Professional plan only).
Can customers use gift certificates when purchasing products?
Yes, customers can use gift certificates when purchasing products from third-party merchants.
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