JAPAN STORE
Program

The JAPAN STORE is now open and promoting Japanese products on Amazon.com (US)! Expand your sales channels to America!

What is the JAPAN STORE program?

A program*1 from the Japan External Trade Organization (JETRO) and Amazon to support the overseas expansion of Japanese companies.

On Amazon.com (US), a new feature page called the JAPAN STORE has now been opened. The JAPAN STORE showcases Japanese products made with care and pride by creators born in various parts of Japan. *2
Products are also shown on the Amazon.com (US) business site, so sellers can target the corporate market as well.

A variety of support is available to sellers who pass the screening process after their application.*3 Along with advertising to attract buyers to the JAPAN STORE to marketing events held in the US with the cooperation of JETRO, the program will provide training content and operational manuals and tips for using Sponsored Products to promote individual products. Sellers who sign up for the paid Premium Plan also receive $1000 (approximately ¥110,000) in Sponsored Products credit.*4

Especially if you’ve never sold on Amazon.com (US) before, support from Amazon sales representatives for listing your products will help you start selling overseas with confidence. It’s the ideal opportunity to bring your products to overseas customers.

The JETRO program site is here
The JAPAN STORE & Amazon.com (US) listing preparation procedure web seminar is here (posted November 12, 2021)
Success stories and best practices from sellers listing on JAPAN STORE are here
*1: Current plans are for the store to remain operational until around March 2023, but the program may end earlier.
*2: Definition of "Japanese Products" is mentioned below in the "eligibility" chart.
*3: Screening for products to be listed in the Japan Store is carried out within Amazon after the seller applies to participate. Please note that the main screening criterion is whether the seller meets the conditions for applying, and that, depending on screening results, some products may not be able to be listed on the store.
*4: Participation Plan participation is subject to conditions and screening. Please see the plan descriptions below for details.

Benefits of listing products on the JAPAN STORE

Product exposure

The JAPAN STORE will display store banners and advertisements on the top page and search results at Amazon.com (US), and marketing emails for the store will be sent to customers, so the store will receive a high degree of exposure. Even products that have not been sold in the US before can be expected to attract customers when posted on the JAPAN STORE.

Support for your first Amazon.com (US) listings

If you’re selling on Amazon.com (US) for the first time, you’ll have access to support from Amazon sales representatives all the way to your sales launch.

Training content

To help you promote your products effectively, training content will be provided on Sponsored Products, using Amazon Business to support your B2B business, and more.

Marketing support in the US

With the cooperation of JETRO, the JAPAN STORE will be introduced to customers not only on Amazon.com (US) but also through events in the US.

Sales promotion support from Sell on Amazon Business

Training will be available to help sellers grow sales on Amazon Business, and business sales ranking lists for the US will be available. With this program, you can expect to grow not just your B2C but also your B2B business.

Sponsored Products credit
(Premium Plan only)

Sellers who apply for the Premium Plan and pass the screening pay a participation fee of ¥40,000 and receive $1,000 (equivalent to about ¥110,000) in Sponsored Products*1 credit. This lets you run ads at a low cost even if you currently have no track record of sales on Amazon.com (US).
*1: Sponsored Products ads are pay-per-click ads for individual product listings on Amazon. Ads that appear on product search results pages and product pages can help customers find and purchase your products on Amazon. For details, see here

Basic Plan and Premium Plan

The program has two participation plans: Basic and Premium.
Please select your preferred plan on the application form.
Application Deadline
Basic Plan: Around December 2022 (planned)
Premium Plan: 5:00 P.M., Friday, May 13, 2022
Note: Additional applications are now being accepted. This will end once the maximum number of participating companies is reached.

For the Premium Plan, you pay a participation fee of 40,000 yen (tax included) and can be used within Amazon.com (USA) of $1,000 (approx. (Equivalent to 110,000 yen) Sponsored Products advertising credit will be granted.

Participation in the premium plan is subject to screening, and sellers who pass the screening will receive an explanation of the process leading to a grant of Sponsored Products advertising credit from June 2022 and, later, an actual grant of Sponsored Products advertising credits. Please note that sellers who do not pass the screening will automatically be enrolled in the Basic Plan.

Sellers who are currently applying for the Basic Plan can apply for the Premium Plan here. Please note that sellers who have already applied for the premium plan cannot apply again.
* The application deadline for changing from the basic plan to the premium plan is 5:00 p.m., Friday, May 13, 2022.
Participation fee
Free*1
40,000 yen (including tax)*1
Support provided:
Support for first listing on Amazon.com (US)
Training content
Marketing support on the ground in the US
Yes
Yes
Sponsored advertising credit of $1,000 (equivalent to about 110,000 yen)
N/A
Yes
Maximum number of participating companies
N/A
Additional applications: 400 (selected by screening; will end once the upper limit is reached.)
Frequency of business report submission to JETRO*2
Quarterly
Every 2 months
Application deadline
Scheduled for around December 2022
May 13, 2022
*1: Regular Selling Services fees (including monthly fees, referral fees, and shipping fees) are charged separately for both plans. For details, see here. For inquiries regarding payment of the Premium Plan participation fee, please contact JETRO support.
*2 For details of business reports to be submitted to JETRO, refer to the application guidelines (Basic Plan, Premium Plan).

Program eligibility requirements for sellers

1) Must be able to submit the required business report*1 to JETRO at the specified frequency. * Please submit the information from the “Manage Orders” screen on Seller Central, which is a listing management tool.
2) Must be a Japanese company, or a sole proprietor who has submitted a Notification of Opening of Business to the tax agency
3) If a Japanese company in the US, the company must handle products from Japanese companies, and must have Japanese investment of at least 10% (corporation or registered sole proprietor)
4) Must agree to the terms and conditions displayed on the form at the time of application
5) Must be selling on a Professional Selling Plan*2

*1: Report required by JETRO. Please direct any questions about this report directly to JETRO here.
*2: Learn more about selling plans here

JAPAN STORE product listing requirements

1) Products must fall into one of the permitted categories and meet one of the following conditions:
◆ Products manufactured in Japan
* This must be clearly indicated on the product/packaging or official manufacturer website.

◆ (In certain categories) Designed by Japanese companies or US-based Japanese companies and manufactured overseas but guaranteed to meet applicable product standards

2) Products procured by the seller must provably have been purchased through official channels

3) Products must comply with US import and export regulations and Amazon,com (US) selling regulations and guidelines. In particular, when food products require local certification, the necessary certifications (FDA, etc.) must provably have been obtained.
* Here is a list of specialist service providers capable of consulting on obtaining certification. If you will be selling in the US for the first time, you can discuss the issue with the Amazon sales representative who contacts you after you apply to the program.

Important note:
・Whether or not a given product can be listed on the JAPAN STORE will be assessed by Amazon, based on whether the product meets the requirements, after the seller applies for the program. Please ensure that your products meet these requirements before you apply for the program. Even if a product passes screening, if JETRO or Amazon later determine that it does not meet the requirements, its listing may be removed from the JAPAN STORE and the product itself removed from the program.

Eligible categories

Eligible products

1. Food (Excluding Alcoholic Beverages)
Products manufactured in Japan
2. Fashion (Including Baby Products)
Products manufactured in Japan
3. Beauty/healthcare
Products manufactured in Japan
4. Traditional crafts
Products manufactured in Japan
5. Kitchen
Products manufactured in Japan
6. Home (Appliances, Furniture, Garden, etc.)
Products manufactured in Japan, or overseas manufactured products that are guaranteed to meet the standards set by Japanese companies or US located Japanese companies.
7. Office Products (Stationary, PC, Industrial machinery)
Products manufactured in Japan, or overseas manufactured products that are guaranteed to meet the standards set by Japanese companies or US located Japanese companies.
8. Sports/outdoor (Including car accessories)
Products manufactured in Japan, or overseas manufactured products that are guaranteed to meet the standards set by Japanese companies or US located Japanese companies.
9. Hobby (Games, Toys, Pet Products, Musical Instruments, Books, DVD/CD)
Products manufactured in Japan, or overseas manufactured products that are guaranteed to meet the standards set by Japanese companies or US located Japanese companies.
10. Gift Products
Products manufactured in Japan, or overseas manufactured products that are guaranteed to meet the standards set by Japanese companies or US located Japanese companies.
* Alcoholic beverages, adult products, and second-hand products may not be listed. For details about products that may not be listed, see here.

Step-by-step guide to listing on the JAPAN STORE

1

Submit JAPAN STORE Program application form
Submit your application form here.

2

Await product screening results
We will review your products to see if they meet the eligibility requirements for listing, and inform you of the results by email within 2 weeks of your application. Only products that pass the screening will be listed in the store.
If you do not have an Amazon.com (US) seller account, or the products you submitted that passed screening are not yet registered on Amazon.com (US), proceed to step 3 or step 4. After completion, use the method specified by your assigned sales representative to request that your product be listed on the JAPAN STORE.
If you do not have an Amazon.com (US) Professional Seller Account

3

Register for an Amazon.com (US) Professional Seller Account
If you are a selling on Amazon.com (US) for the first time, an Amazon sales representative will contact you. Register for a Professional Selling Plan with support from your sales representative.
If your products are not registered on Amazon.com (US)

4

Register products on Amazon.com (US)
Your products must be available for purchase on Amazon.com (US) to appear in your store. Using Fulfillment by Amazon (FBA) for your registered products is optional, but recommended. With FBA, you can ship your products to US warehouses and let Amazon handle the rest, from picking, packing, and shipping to customer service. In addition, FBA can deliver to customers in the US within 2 days, increasing customer satisfaction. For more information about FBA, see here.
Clip art of a man standing next to a delivery truck and a Prime Air airplane

FAQ

How is “product manufactured in Japan” defined? What should I check?
It is requirement to be clearly indicated on the product/packaging or official manufacturer website.
Are products manufactured overseas to standards managed by Japanese companies eligible?
In the Home (Home appliances, furniture, garden, etc.), Office (Stationery, computers, etc.), Sports/outdoors (including car supplies), Hobby (Games, toys, pets, etc.), and Gift product categories, products manufactured overseas to standards set by Japanese companies are also eligible.
If a product’s parts/raw materials are from overseas, but the final processing is performed in Japan, is it eligible for the program?
In the following cases, in product categories 6 to 10 only (Home, Office, Sports/outdoor, Hobby, Gift products), products are eligible if applicable standards are set by a Japanese company and met by the product. (This option is not available for products in categories 1 to 5)
Case 1: Products with parts/raw materials made in Japan but assembled overseas
Case 2: Products with parts/raw materials made and assembled overseas, but with quality inspection only performed in Japan
Case 3: Products with parts/raw materials made and assembled overseas, but with final packaging only performed in Japan
Case 4: Products with parts/raw materials made and assembled overseas, but as an OEM/ODM, with own company’s logo printed in Japan
I procure products to sell, but I do not know what prefecture they are manufactured in. Can I apply?
Our apologies, but please only apply with products whose manufacturing origin can be confirmed.
Can I reapply with a product that failed the screening process?
Please do not reapply, as products will not be examined again. If any information is missing from your application, Amazon will contact you to request additional information.
Are there any requirements when applying with products that are currently on sale, such as reviews or number of stars?
No, there are no such requirements.
What are the contents of the report to be submitted to JETRO?
You will be asked to submit contract status (sales destination, product sold, sales amount) on a regular basis. For more information, JETRO will contact the businesses listed in the store.
Inquiries to JETRO about reports can be made here
Is it possible to participate in the program with an Individual selling plan?
Only sellers with Professional Selling Plans are eligible for this program. For more about selling plans, see here
When does the monthly fee for a Professional Selling Plan start to apply?
You will be charged th monthly fee for the first month when you register for a US seller account. If you have no products to list at that time—due to lack of inventory, for example—only your monthly fee will be charged, so we recommend that you register for an account once your preparations are in place.
Is support available in Japanese?
Yes, Amazon's support desk for sellers is available in Japanese. In addition, US seller accounts can be used entirely in Japanese.
How do I ship to US customers and provide customer service?
If you have a local warehouse, you can arrange your own carrier and ship your own orders from Japan, but we recommend using Fulfillment by Amazon (FBA). With FBA, you simply send your products to Amazon logistics warehouses (fulfillment centers) in the US and let Amazon handle local shipping and customer service. (If you do not use FBA, you must provide customer service in the local language.)
I have already started selling on Amazon.com (US). Can I participate?
Yes. If you meet the eligibility requirements for this program, you can participate.
Can I continue listing products on Amazon.com (US) after the JAPAN STORE ends?
Yes. You can continue listing products.
I have already applied to list products on the JAPAN STORE, but I would like to apply for additional products. What should I do?
Apply again here. At the question “Is this your first time applying at the JAPAN STORE?”, answer “No (applying for additional products)”, and then proceed.
I am currently listing products on Amazon.co.jp (Japan). If I have an Amazon.co.jp (Japan) seller account, can I have my products featured on the JAPAN STORE?
No, you cannot. The JAPAN STORE is a special store on Amazon.com (US), so you an Amazon.com (US) seller account must be registered.
I am currently listing products on Amazon.co.jp (Japan). If I send my products to fulfillment centers (FC) in Japan, can I still use FBA when selling on Amazon.com (US)?
No, you cannot. In order to sell on Amazon.com (US) with FBA, you must send your products directly to an FC in the United States.

Register for the JAPAN STORE Program and expand your overseas sales channels

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