Episode Number:

9

December 5, 2024

In this episode of The eCom Growth Show, Danan Coleman interviews Gary Huang, Amazon expert and founder of the 7 Figure Seller Summit. Gary reveals why Amazon Japan is the untapped marketplace sellers need to pay attention to and provides actionable steps to break into this market.

Meet Gary: The Amazon Japan Expert

Gary Huang has been in the eCommerce space for over a decade, specializing in helping sellers expand into international marketplaces. Based in Tokyo, Japan, Gary has firsthand experience navigating Amazon Japan’s opportunities and challenges. He is the founder of the 7 Figure Seller Summit and 7 Figure Japan Mastermind, offering resources for sellers looking to scale globally.

Why Amazon Japan?

  • 4th Largest Amazon Marketplace: Japan has ~126 million people, double the population of the UK.
  • Less Competition: Ranked 8th globally in seller count, meaning lower saturation compared to smaller markets like France or Spain.
  • Logistical Advantage: Shorter shipping times and lower costs for products sourced from China.
  • Zero Tariffs: Unlike U.S.-China trade wars, products shipped to Japan benefit from zero tariffs.
Key Insight: “Amazon Japan is a blue ocean opportunity. It’s the fourth biggest market with far less competition than the U.S. or EU.”

Overcoming Barriers to Entry: The Six Bridges

Gary outlines six bridges sellers must cross to successfully launch and thrive on Amazon Japan:

1. Product Market Fit

Not all products will work in Japan. Follow these steps to validate product-market fit:

  • Use tools like Amazon’s Product Opportunity Explorer, Helium 10, and Jungle Scout (they support Amazon Japan).
  • Explore amazon.co.jp with its built-in English translation feature to research competition and demand.
  • Leverage YouTube to understand cultural nuances. Example: Search “Japanese kitchen size” to see if your product fits. They probably don’t have space for a 128 bottle wine fridge…
Pro Tip: Products like yoga mats, which are oversaturated in the U.S., face far less competition in Japan.

2. Localization: Japanify Your Listings

Localization is more than translation—it’s about adapting to Japanese cultural preferences:

  • Use native Japanese translators experienced in Amazon SEO. Gary recommends YLT Translations.
  • Adjust images and messaging to align with Japanese cultural standards. Example: In beauty products, Japanese consumers prefer pale skin tones, unlike Western markets.
  • Include English keywords sparingly to resonate with local buyers (e.g., “fashion brow ultra fluffy”).
Key Insight: “Japanification goes beyond words. It’s about aligning with Japanese consumer preferences in images, branding, and messaging.”

3. Import Compliance

Japan has specific regulations for imports. Pay close attention to these product categories:

  • Supplements and Cosmetics: Require additional certifications unique to Japan.
  • Medical Devices and Plastic Goods: Products that touch food or drinks need special compliance testing.

Recommended Partner: Yunige helps sellers navigate compliance, testing, and customs requirements.

Pro Tip: Don’t skip this step—non-compliant products risk getting stuck at customs. Check out this link for more information about customs

4. Shipping Logistics and 3PLs

Japan offers faster and cheaper shipping, especially for products sourced from China:

  • Shipping time: 7-10 days (China to Japan) vs. 30-45 days (China to the U.S.).
  • Lower costs: Free trade agreements with Vietnam, Thailand, India, and some EU countries provide zero duties.
  • No need to form a Japanese company—you can sell as a foreign entity.
Key Tip: Hire a local Attorney for Customs Procedures (ACP), like Yunige, to simplify import logistics.

5. Launch Strategy: Global Review Advantage

Amazon’s Global Review System allows sellers to carry over their reviews:

  • Example: If you have 700 reviews on a product in the U.S., you can launch in Japan with those same reviews.
  • Lower competition in Japan means your reviews can position you as a top seller immediately.
Key Insight: “Launching in Japan with existing reviews is the ultimate white-hat launch strategy.”

6. Optimize Marketing for Japan

Amazon Japan offers all the advertising tools available in the U.S., with lower costs:

  • PPC Ads: Lower CPC compared to U.S. and EU markets.
  • External Traffic: Leverage platforms like LINE, Japan’s top social app, to build customer lists.
  • Influencer Marketing: Platforms like Instagram and Twitter (X) are highly popular and effective for brand promotion.
Pro Tip: Use LINE insert cards to build lists and send promotions—it’s Japan’s version of WeChat.

Bonus Opportunity: Seven Figure Japan Mastermind

Gary invites sellers to an in-person conference in Tokyo:

  • Event: 7 Figure Japan Mastermind
  • When: March 17-18 (right after Prosper Show)
  • What: A 2-day event featuring experts on localization, compliance, and launch strategies.
  • Details: Visit sevenfiguresellerjapanmastermind.com for more information.

Final Takeaway: Why Sellers Should Expand to Japan

Amazon Japan offers a massive opportunity for sellers looking to scale beyond the saturated U.S. market:

  • Less competition and lower costs create an ideal growth environment.
  • Faster logistics and zero tariffs provide a profitability edge.
  • Carrying over reviews through the Global Review System allows for an easier, faster launch.
Key Quote: “If you’re not selling on Amazon Japan yet, you’re leaving money on the table.”

How to Connect With Gary

Final Thoughts

Selling on Amazon Japan is a blue ocean opportunity for eCommerce brands willing to overcome the language and cultural barriers. With Gary Huang’s six bridges, sellers can unlock this untapped market, reduce costs, and increase profitability.

Stay tuned to The eCom Growth Show for more insights from global experts like Gary Huang who are redefining success in eCommerce.