Is Amazon Japan Growing in Popularity in 2024?
Amazon entered the Japanese ecommerce market over 20 years ago in 2000, and has rapidly grown from fledgling newcomer to a dominant force in online shopping. Thanks to strategic localization and increasing convenience, Amazon Japan now enjoys tremendous popularity as Japanese consumers‘ platform of choice for finding both domestic and global goods.
Amazon Japan Controls Lion‘s Share of Market
As of 2022, Amazon Japan accounted for 50.7% market share of Japan‘s ecommerce sector according to Emarketer – up from just 35.1% in 2018.
Amazon Japan‘s net sales reached $25.04 billion in 2021, representing a 15.1% jump from the previous year. This rapid growth shows no signs of slowing thanks to Prime membership expanding by over 30% annually.
Clearly, Amazon has gained significant wallet share among Japanese shoppers. They can purchase practically anything online without needing to visit multiple ecommerce sites.
Localized Experience for Japanese Users
Amazon recognized that succeeding in Japan meant catering to local user preferences. As a result, Amazon Japan delivers a retail experience in line with Japanese expectations:
- Japanese Language Interface – No need for language translation friction
- Local Payment Methods – Cash on delivery and convenience store payments are popular options
- Japan-Specific Prime Benefits – Amazon Video and Music highlight J-pop and anime
- Warehouse Network Across Japan – Fast nationwide delivery reaching smaller towns
This hyper-localized approach is why Amazon won over consumers better than global rivals like eBay that failed to adapt.
Challenges Shipping Overseas Purchases
While Japanese shoppers can enjoy smooth domestic deliveries when ordering from Amazon Japan, international customers face some hurdles.
Many products are unavailable for overseas shipping, and Amazon Japan does not consolidate multiple items into one international package. This means every order sends separately.
Most international shoppers must go through a package forwarding service to buy from Amazon Japan:
| Forwarding Service | Rough Handling Fees | Import Duties |
|---|---|---|
| ZenMarket | $5 item + $15 international shipping | Yes |
| Buyee | 300 yen item + 2000 yen int‘l shipping | Yes |
| FromJapan | 500 yen per item + shipping | Yes |
Extra fees can quickly add up, so international buyers should check restrictions before ordering.
Hot Selling Trends Unique to Japan
Beyond the latest tech gadgets, some of today‘s best-selling imports on Amazon Japan that Japanese consumers are excited about include:
- Korean cosmetics – brands like TonyMoly and Etude House
- Pokemon merch continuing strong sales
- Plush toys and home goods featuring popular Sanrio characters
- Organic matcha green tea powder from retailers across Asia
- Collectible sneaker collaborations with brands like Onitsuka Tiger
Catering to these growing trends keeps Amazon Japan feeling fresh and trendy versus just another transactional marketplace. Their product curation shapes unique shopping discoveries customers would have difficulty matching elsewhere locally.
Meanwhile, Amazon Japan is investing over 200 billion yen to open two new fulfillment centers in 2024 to support nationwide growth. For any merchants looking to launch and scale in Asia, leveraging FBA logistics on Amazon Japan will provide huge exposure to eager shoppers.
Conclusion – Embracing Localization is Key
In a crowded Asian ecommerce market, Amazon Japan managed to become many consumers‘ default shopping choice using smart localization strategies and aligning with local tastes over their 20+ year ascent.
Although some limitations around global shopping persist, Amazon Japan‘s future looks bright as investments continue attracting more shoppers and sellers to their ever-expanding ecosystem.
