Amazon Japan: Business Roadmap for Newcomers 2025

Amazon Japan is opening up a golden opportunity for Vietnamese businesses to reach the international market with impressive growth potential. This article will provide an effective 2025 Amazon Japan business roadmap to help businesses optimize operations and boost sales.

1. Market potential of Amazon Japan

Amazon Japan (also known as Amazon JP) is currently one of the largest e-commerce platforms in Asia. Japan is famous for its high purchasing power, modern logistics infrastructure, and strongly developed online shopping habits. This is the reason why many Vietnamese businesses consider Amazon Japan an important “gateway” to expand into the international market.

According to a 2024 report from ECDB, Amazon reached a GMV (Gross Merchandise Value) of USD 73.3 billion, nearly 2.5 times higher than the second-largest platform, Rakuten. This means that businesses can access a large customer base with high spending capacity and a strong preference for quality products.

With seller support policies, store management tools, FBA logistics, and professional customer service, Amazon Japan helps minimize risks when entering a new market.

In particular, Vietnamese products such as household goods, fashion, accessories, handicrafts, and processed agricultural products are increasingly popular on Amazon Japan. Thanks to competitive prices and improved quality, this is a real opportunity for Vietnamese brands to elevate their position in the eyes of Japanese consumers.

Amazon Japan is not only an online sales channel but also a platform that helps Vietnamese businesses expand globally. By leveraging the potential of Amazon JP, businesses can increase revenue, expand their brand, and build sustainable competitive advantages.

2. What to prepare when selling on Amazon Japan

Doing business on Amazon Japan offers huge opportunities for Vietnamese businesses, but success requires thorough preparation. Sellers need to understand the registration process, study the market, and calculate costs in order to build a sustainable business foundation.

2.1. Create a business account on Amazon Japan

The first step to entering the Amazon Japan market is to create a seller account. Businesses need to prepare complete registration information, including legal documents, an international payment card, and a clear contact address.

Sellers can choose between an individual account or a professional account depending on the scale of their business. Careful preparation at this stage will make the approval process smoother and reduce the risk of interruptions.

2.2. Research products & market

After successful registration, the next important step is product and market research. Japanese consumers are known for their high quality standards and demand for transparency in product information. Therefore, businesses should carefully study shopping behavior, consult customer feedback, and analyze competitors to find market gaps.

Choosing the right product and optimizing market entry strategies will increase the chances of success on Amazon JP.

2.3. Costs & expected profit when selling on Amazon Japan

To maintain sustainable profits, businesses need to calculate in detail the expenses before launching. Key costs include sales fees by product category, service fees when using FBA (Fulfillment by Amazon), and taxes related to Japan. Setting product prices based on actual costs will help businesses stay proactive and ensure reasonable profits.

To succeed on Amazon Japan, businesses not only need a valid account but also a solid product strategy and a tight financial plan. The more thoroughly they prepare, the higher the chances of conquering the Japanese market. Conversely, skipping these foundational steps increases the risk of failure. With professional preparation, Vietnamese businesses can turn Amazon JP into a strategic sales channel, expand their brand, and increase sustainable profits.

3. Marketing strategies on Amazon Japan to boost sales

To compete and make an impact on Amazon Japan, businesses cannot simply stop at listing their products. The Amazon Japan market is known for fierce competition and very demanding customers. Therefore, a smart and methodical marketing strategy is the key to increasing sales and building long-term credibility.

3.1. Use Amazon Ads effectively

Amazon Ads is an essential tool to help brands reach their target customers on Amazon JP. Optimizing keyword ads, displaying products in search results, or using personalized recommendations will increase visibility and conversion rates.

Businesses should analyze shopping behavior data, select keywords that match demand, and continuously monitor campaign performance to adjust budgets appropriately. When used correctly, Amazon Ads not only drives direct sales but also enhances brand recognition.

Learn more: What are Amazon Sponsored Ads? How to run ads on Amazon effectively.

3.2. Leverage reviews & ratings on Amazon Japan

In online shopping, product reviews and ratings are key to building trust. Consumers on Amazon Japan often read reviews carefully before making decisions. Therefore, businesses should encourage customers to leave positive feedback while responding professionally to all comments.

A product with many authentic and transparent reviews will rank higher in Amazon Japan’s search results, thereby driving sustainable sales.

Success on Amazon Japan comes not only from ad investments but also from building credibility through quality reviews. When businesses combine both factors effectively, they can expand market share and increase profits, strengthening their position in one of the largest and most demanding e-commerce markets in the world.

4. Notes when selling on Amazon Japan

Selling on Amazon Japan not only offers access to a potential market but also serves as a test of a business’s management, marketing, and financial capabilities. To stand firm on this demanding platform, businesses must be well-prepared from the start, thereby reducing risks and improving efficiency.

4.1. Avoid common mistakes

One of the most common mistakes when selling on Amazon JP is failing to invest properly in product descriptions. Japanese consumers prefer detailed information, clear comparisons, and solid evidence before making a purchase. If descriptions are vague, products will struggle to gain a competitive edge.

Additionally, poor inventory management can lead to stockouts or late deliveries, directly damaging store reputation. Non-compliance with image standards and review policies also lowers product credibility.

Businesses should strictly follow listing rules, manage inventory efficiently, and encourage customers to leave quality feedback to improve search ranking.

4.2. Optimize shipping & tax costs

Shipping goods to Japan often comes with various additional costs such as storage fees, return handling fees, or domestic consumption taxes. If not calculated carefully, profits will shrink significantly.

Businesses can consider using FBA (Fulfillment by Amazon) to take advantage of Amazon’s professional logistics system, which saves resources and ensures customer satisfaction. At the same time, understanding customs policies and distinguishing between direct imports and in-country warehousing is crucial to optimizing costs and avoiding financial risks.

Learn more: Selling on Amazon in practice – is it as easy as people think?

4.3. Monitor data and adjust strategies

Doing business on Amazon Japan is a continuous optimization process based on data. Important indicators such as conversion rate, advertising cost of sales (ACOS), click-through rate (CTR), or number of new reviews reflect actual performance. Focusing only on total revenue makes it easy to overlook market warning signals.

Combining data analysis tools with Amazon Ads campaigns and product portfolio management will help businesses adjust in time and maintain competitiveness. This mindset of learning and continuous improvement forms the foundation for sustainable growth on Amazon JP.

Learn more: 12 tools for selling on Amazon.

5. Amazon Japan: A sales growth opportunity for Vietnamese businesses

Amazon Japan is not only a major e-commerce platform but also a gateway to the Japanese market, where customers have high purchasing power and always prioritize quality. For Vietnamese businesses, joining Amazon Japan is an opportunity to bring products closer to international consumers while elevating their brand in a highly promising market.

To maximize this advantage, businesses must prepare thoroughly from market research, operational cost optimization, to marketing implementation on Amazon JP. A combination of smart advertising, quality reviews, and continuous data monitoring will help optimize sales and maintain competitiveness.

Amazon Japan is both an opportunity and a challenge for Vietnamese businesses. With a sustainable strategy and consistent investment, it can become an important stepping stone to expand market share and establish Vietnamese brands on the global e-commerce map.

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AGlobal – The leading Amazon account management and advertising partner in Vietnam.