Japan Store Program

The “JAPAN STORE” has been launched! It’s a store that places and showcases products from Japanese sellers on overseas marketplaces. By participating in the JAPAN STORE program, you can expect an increase in product exposure to customers overseas.

What is the JAPAN STORE program?

It’s a program*1 run by the Japan External Trade Organization (JETRO) and Amazon to support Japanese companies hoping to sell overseas.

Launched under the name “JAPAN STORE”, it places and showcases products*2 from Japanese sellers on overseas marketplaces.

Currently, it has launched in the following marketplaces.
Click here for stores on Amazon.com (US) and
here

for stores on Amazon.co.uk (UK). Since it is also featured on “Amazon Business,” a purchasing website for corporations and sole proprietors on overseas marketplaces, it is possible that you’ll receive bulk purchases from corporate and sole proprietor customers.

Various support is available for sellers who’ve passed the screening*3 after applying. Helpful content for expanding and promoting sales will be provided, including increasing product exposure and recognition by making placements on the JAPAN STORE, implementing online marketing, and providing information on participating in offline events by JETRO that are scheduled to be held locally. Furthermore, if you participate with the Premium Plan (paid)*4, there will be credits that you can use for sponsored ads, and you’ll have access to the services of an agency that specializes in creating new product detail pages. Especially if you’ve never listed before, support from Amazon Global Selling representatives for listing your products will help you start selling overseas with confidence. For details, please check “Benefits of participating in the JAPAN STORE program.”

Click here to go to the JETRO program website
Hope and Henry logo
“Due to the COVID-19 pandemic, visiting from overseas and other prefectures was restricted, and the drastic decrease in tourists led to a dramatic decline in store sales. Under these circumstances, the stable income from global selling on Amazon was a big help, and we decided to focus even more on global selling. Participating in the JAPAN STORE program has increased our exposure on Amazon.com. ” - YAMASAN Co., Ltd. (Food Sales)

“With domestic demand plateauing, we were just starting to think about expanding the scale of our business when we were called on by Amazon. We were under the impression that global selling would be pretty difficult to navigate, but we received support for complicated procedures like tariffs and it’s been very helpful. ” - Fifty Square Co., Ltd. (Headphone Cover Sales)

You can read about sellers’ experiences participating in the JAPAN STORE program from About Amazon’s “Amazon Helping SMBs Evolve Through DX Support, Vol.23: To Deliver Made in Japan Quality to the World” on About Amazon.
*1: Current plans are for the JAPAN STORE program to remain operational until around the end of March 2024, but it may end earlier.
*2: “Japanese products” refers to products that meet the “requirements for products that can be placed on the JAPAN STORE,” as described below.
*3: After receiving your application, your seller information and the products you wish to make placements will be screened. The main standard for product screening is whether or not your products meet the "Requirements for products that can be placed" below, so depending on the results of the screening, you may not be able to participate.
*4: When signing up for the Premium Plan, there are requirements and screening involved. For details, see ‘Premium Plan and Basic Plan’ below.

Benefits of participating in the JAPAN STORE program

Product exposure

The JAPAN STORE will display store banner advertisements on each marketplace’s top page and search results on the website 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 gone through global selling before can be expected to attract customers when placed on the JAPAN STORE.

Get support when listing for the first time

If you’ve never listed before, Amazon Global Selling representatives will provide support so you can start selling. Also, you’ll be introduced to service providers that can support you when dealing with challenges that are unique to global selling (including obtaining local certification and shipping, etc.).

Helpful content provided to increase sales

We provide helpful content so you can increase sales, including providing methods to manage advertising and improve purchase sales conversion rates (improving product detail pages, showing how to use FBA, etc.), showing how to set coupons and participate in deals, and providing guidance on best-selling products.

Participate in local offline events

With the cooperation of JETRO, you can participate in local offline events and introduce JAPAN STORE with your placed products to customers.
Reference: Here's what it looked like at the offline event “JAPAN Fes,” which was held on October 2022 in New York (USA)

Sponsored Ads credit (Premium Plan only)

By participating in the premium plan, you can get credits that can be used when using sponsored ads (sponsored product ads, etc.).

New product detail page/A+ content creation service (Premium Plan only)

If you participate in the Premium Plan, there is an upper limit on the number of products, but Amazon will create new product detail pages and A+ content on your behalf. Therefore, you will be able to reduce the preparation work for listings and sales.

Premium Plan and Basic Plan

The JAPAN STORE program has two plans: Premium and Basic. When applying, please select your preferred plan.

*Sellers who have already applied for the JAPAN STORE can fill in an additional application for placing additional products. Please apply by clicking the application button at the top of the page.

There is a participation fee to join the Premium Plan. The rewards you’ll get are below.
・Credits that can be used when using sponsored ads like sponsored product ads (1,500 USD worth of credits in the US and 600 GBP worth of credits in the UK)
・New product detail page/A+ content creation service (there is an upper limit on the number of products)

If you choose to participate in the Premium Plan, the screening process you’ll undergo will be different from the Basic Plan. If you do not pass the screening process, you may not be able to participate in the Premium Plan. Even if you do not meet the participation criteria for the Premium Plan when applying, if you meet the participation criteria for the Basic Plan, you will automatically be allowed to participate in the Basic Plan.

Click here for the Premium Plan
application requirements
Amazon.com (US)
Amazon.co.uk (UK)
Click here for the Basic Plan
application requirements
Amazon.com (US)
Amazon.co.uk (UK)
Participation fee*1
83,000 yen (including tax)
41,000 yen (including tax)
Free
Product exposure
Support for first-time listing preparation
Helpful content provided to increase sales
Participate in local offline events
Yes
Yes
Sponsored Ads credit*2
Yes
N/A
New product detail page/
services of an agency that specializes in creating new product detail pages
Yes
N/A
Number of acceptances
800 sellers
100 sellers
No maximum
Application Deadline
Registration Closed
Application Closed
*1: For both plans, regular Selling Services fees (including monthly fees, referral fees, and shipping fees) are charged separately. Click here for fee details (Amazon.com (USA) | Amazon.co.uk (UK)). For inquiries regarding payment of the Premium Plan participation fee, please contact JETRO support. *2: Sponsored ads for products in the book category cannot be carried out by sellers. For other products that are not eligible for advertising, click here.

Requirements for sellers who can participate

・You are a Japanese business or sole proprietor who has submitted an notification to the tax office about opening a store ・You are a business that handles products from Japanese companies and contains 10% or more of Japanese capital (business or sole proprietor with business registration), if you are a Japan-located local business

・You are able to agree to the terms and conditions of the JAPAN STORE*1
・You agree to the content outlined in the application request
· You plan to participate in Amazon Business*2
· You are able to submit a fixed business report*3 to JETRO at a constant specified rate (you will be asked to submit business report information on the Amazon listing management tool “Seller Central”)
・You will be listing with the Professional Selling Plan*4

*1: Click here for the terms and conditions of the JAPAN STORE (Amazon.com (US) Amazon.co.uk(UK) )
*2: Click here for information on Amazon Business ( Amazon.com(US) Amazon.co.uk(UK))
*3: This is a report provided by JETRO. Please direct any questions about this report directly to JETRO here.
*4: Click here for details on selling plans (Amazon.com (USA) | Amazon.co.uk (UK)

Requirements for products that can be placed

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

◆For some categories of products, products manufactured overseas that are guaranteed to meet the product standards decided by Japanese companies and Japan-located local companies

2) In the case of purchased products, it is possible to prove that they were purchased through a proper route

3) Products that comply with import/export regulations and sales agreements/guidelines/Amazon policies. In particular, when food products require local certification, the necessary certifications (FDA in the case of the US, etc.) must provably have been obtained. Also, you will need VAT registration in order to list on Amazon.co.uk (UK) and European marketplaces (see “Step-by-step guide to making placements on the JAPAN STORE” for details).
*In terms of certifications - if you’ve never listed before, you will be directed by Amazon Global Selling representatives to specialized official Amazon service providers separately after passing the screening.

Things to confirm: After you have applied, Amazon will conduct a screening to see whether the requirements have been met, and determine whether or not you are able to make placements on the
JAPAN STORE. 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 placement may be removed from the JAPAN STORE and the product itself being ruled as ineligible and removed from the program.

Eligible categories

Eligible products

Amazon.com (US)

Amazon.co.uk (UK)

1. Food (Excluding Alcoholic Beverages and Refrigerated / Frozen Food)
Products manufactured in Japan
Products manufactured in Japan
2. Fashion (Including Baby Products)
3. Beauty/healthcare
4. Kitchen
5. Home (Appliances, Furniture, Garden, etc.)
6. Office Products (Stationary, PC, Industrial machinery)
7. Sports/outdoor (Including car accessories)
8. 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.
Products manufactured in Japan, or overseas manufactured products that are guaranteed to meet the standards set by Japanese companies or UK located Japanese companies.
*Alcoholic Beverages, Refrigerated / Frozen Food, Adult Products, Second-hand Products and Amazon Devices & Accessories cannot be placed. Also, foods high in fat, salt, and sugar are not eligible in the JAPAN STORE on Amazon.co.uk (UK), as exposure and placements are restricted based on UK regulations (for details, click here. Check this for information on other products that cannot be listed (Amazon.com(US)Amazon.co.uk(UK)).

Step-by-step guide to making placements on the JAPAN STORE

1

Apply for the JAPAN STORE Program
Please apply here.

2

Get notified of screening results
Your seller information and submitted products will be screened, and you will be notified of the screening results via email approximately 2 weeks after completing the application. Products that have passed the screening process will be placed in the store. Note that if you do not have a seller account for the marketplace you applied for, or if you have not added a product with your seller account for the submitted product that passed the screening, please proceed to steps 3-5 below. After completing them, you will be asked to submit a separate request to place products in the store.
If you don't have a professional seller account for the marketplace you applied for

3

Create a Professional Seller Account
If you’ve never listed before, you will be asked to create a professional seller account for the marketplace you applied for, with support from Amazon Global Selling representatives.
If you have not registered the relevant products in your account for the marketplace you have applied for

4

Adding products and shipping settings
Your products must be available for purchase on the marketplace you have applied for in order to appear in your store. You will be asked to add products and set up shipping in your seller account. Note that sellers participating in the Premium Plan can use the services of an agency that specializes in creating new product detail pages when adding products. In terms of shipping settings, using Fulfillment by Amazon (FBA) is recommended. With FBA, you can ship your products to Amazon’s warehouses and let Amazon handle the picking, packing, shipping and even customer service. Also, since delivery will be made to customers from a local Amazon warehouse, this will also lead to better delivery SLA and increased customer satisfaction. Click here for FBA details (Amazon.com (US) | Amazon.co.uk (UK))
If you have applied to the JAPAN STORE on Amazon.co.uk (UK) and VAT registration has not been completed

5

VAT registration
For listings on Amazon.co.uk (UK), you must submit a registered, valid VAT number to Seller Central.
If you’ve never listed before, an Amazon representative will provide guidelines on what to do.
Clip art of a man standing next to a delivery truck and a Prime Air airplane

FAQ

Application conditions

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?
If your product is in a category other than the food category within the eligible categories, the Japanese companies and Japan-located local companies will set the standards, and products that satisfy those standards will also be 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 case shown below, if your product is in a category other than the food category within the eligible categories, the Japanese companies and Japan-located local companies will set the standards and products will be eligible on the condition that they satisfy those standards.
Case 1: The parts and raw materials are made in Japan, but assembled overseas
Case 2: The parts, raw materials, and assembly were all overseas, but only the inspection was done in Japan
Case 3: The parts, raw materials, and assembly were all overseas, but only the final wrapping of the package was done in Japan
Case 4: The parts, raw materials, and assembly were all overseas, but with the business logo printed in Japan as OEM/ODM
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.
If I don't pass the screening for the Premium Plan, will I not be able to participate in the JAPAN STORE?
Even if you don't pass the screening, if you meet the participation criteria for the Basic Plan, you will automatically be allowed to participate in the Basic Plan.
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 placed in the store.
Please direct any questions about this report directly to JETRO 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. Click here for details on selling plans (Amazon.com (US)Amazon.co.uk(UK))
Can I apply for the JAPAN STORE program for multiple marketplaces?
Yes, you can.
I have multiple Seller Central accounts for the same marketplace I'm applying to. Can I make an application for each account?
No. As a seller, you can only apply once per marketplace per business. You cannot apply with multiple accounts.
Can Amazon suppliers (vendors) also sign up for the marketplace they are applying to?
Yes, If the business and product requirements are met, even suppliers can participate.
I've already started selling on the marketplace I'm applying to, can I participate?
Yes, If you meet the eligibility requirements for this program, you can participate.
Can I continue to sell my usual listings in the marketplaces I applied for, even after the JAPAN STORE ends?
Yes, You can continue listing products.
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 placed on the JAPAN STORE?
No. JAPAN STORE is a special store on overseas marketplaces, so it is necessary to create a seller account and add products on the marketplace you are applying for.
I applied for the JAPAN STORE program before March 2023, and am currently participating in it. Are there any required procedures?
First, please fill in the 2023 JAPAN STORE Program Continuation Intent Survey, which is sent individually by JETRO (if you do not respond, you will not be able to continue).
After filling in the questionnaire in the survey, JETRO will do a screening, and businesses that have passed the screening will continue with the Basic Plan. (Businesses that do not pass the screening will not be able to reapply).
Note that businesses that pass the screening will be instructed separately on how to switch over to the Premium Plan, so businesses that wish to switch over should follow the guidelines (there is an screening involved when switching the Premium Plan, and businesses that do not pass the screening will remain in the Basic Plan). Also, businesses that were previously accepted for the Premium Plan and have credits will also be eligible for credit if they are accepted after applying to switch over to the Premium Plan again.

Preparing for posting

When will my products start to be placed on the JAPAN STORE?
After applying via the application form, we will notify you of the screening results for your products in approximately 2 weeks. Only products that have passed the screening will be placed on the JAPAN STORE. Sellers who have not yet started listing products on the marketplace they applied for, or who do not have a seller account must finish creating an account and adding products after passing the screening process, and then request for the product to be placed on the JAPAN STORE.
Can I get support with my listings in Japanese?
Yes, Support for preparing to list for the first time will be provided in Japanese by Amazon Global Selling representatives. Also, in general, seller accounts can be operated in Japanese, and the help desk within your seller account is also available in Japanese.
*Some of the seller account help pages and help desks within the seller account are only available in English.
I made a request to make a placement on the JAPAN STORE, but I don’t see my products placed on the store. What should I do?
If the shipping address in the upper left corner of the website is in Japan or has not been set yet, in some cases it will not show up in the store, so please enter a local zip code and check if it shows up. If it still doesn't show up, we would appreciate it if you could contact us using the contact form.
Can I use the services of an agency that specializes in creating new product detail pages even for products that require certification?
It is not possible to perform certification on your behalf, so please use the services of an agency that specializes in creating new product detail pages after you have obtained certification.
How do I ship to 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 can ship your products to Amazon’s warehouses and let Amazon handle the picking, packing, shipping and even customer service. (If you do not use FBA, you must provide customer service on your own in the local language.)
I am currently listing products on Amazon.co.jp (Japan). If I ship my products to fulfillment centers (FC) in Japan, can I still use FBA when listing on the marketplace I’ve applied for?
No. In order to use FBA, products must be shipped directly to the local FC.
I've already listed a product, but why does it show up as out of stock on the product page even though it's in stock on my seller account?
If the shipping address in the upper left corner of the website is in Japan or has not been set yet, the inventory will not show up. Please enter a local zip code.
If FDA registration is required for products listed on Amazon.com (US), is it mandatory to register?
FDA registration is mandatory when listing target products such as food and some cosmetics on Amazon.com (US). You will need to specify a local agent, so please check the website below.
Information on bioterrorism laws US FDA Food Safety Modernization Act, Questions and Answers Regarding Food Facility Registration
Is VAT registration mandatory if I list on Amazon.co.uk (UK) and other European marketplaces?
VAT registration is mandatory when listing on Amazon.co.uk (UK) and other European marketplaces. You must submit a registered, valid VAT number to Seller Central.
If you’ve never listed before, Amazon Global Selling representatives will give guidelines on what to do.
VAT on Cross-border EC Sales: Exports to the EU and UK | Trade/Investment Consultation Q&A - View by country/region
Can JETRO support services that can be used when selling on Amazon, such as adding products, shipping, FDA registration, VAT registration, English ingredient labeling, etc.?
If you have any inquiries, please contact us. Please note that JETRO cannot perform FDA registration, English label creation, etc. on your behalf. Amazon has introduced official Amazon service providers that provide the support mentioned above (as the seller, you will be responsible for costs and fees that occur when using the service providers).

FEES

When does the monthly fee for a Professional Selling Plan start to apply?
You will be charged the monthly subscription fee for the first month when you register for a seller account. If you have no products to list at that time—due to lack of inventory, for example—only your monthly subscription fee will be charged, so we recommend that you create an account once your preparations are in place.
I am currently listing products on Amazon.co.jp (Japan). What is the monthly registration fee for a seller account in the marketplace I'm applying to?
If you choose to integrate with your Amazon.co.jp (Japan) account when creating an account, the monthly registration fee will be 39.99 USD+tax in total with seller accounts on multiple marketplaces. The monthly subscription fee is proportioned for each country or region where the product being listed is located, and will be billed to you individually in the local currency. Click here for details

Other

Where can I find the JAPAN STORE store page?
It can be found at the link below.
Amazon.com (USA) Amazon.co.uk (UK)
What can I use the ad credits that are given as a reward for participating in the Premium Plan?
It can be used when using sponsored ads (sponsored product ads, etc.). Note that ad credits expire 360 days from the date they are granted. Unused positive account balances will expire after the expiration date. Ad credits granted during the period when the JAPAN STORE program is operating can be used within 360 days from the date they were granted, even after the operating period has ended. However, sponsored ads for products in the book category cannot be carried out by sellers. For other products that are not eligible for advertising, click here.
I would like to change the information I entered when I applied for the JAPAN STORE program (for example: name of person in charge, contact information, etc.). What should I do?
Please contact the help desk here.
I have already applied to list products on the JAPAN STORE, but I would like to fill in an application for placing additional products. What should I do?
Go to the application form again, and after answering the question “Is this your first time applying to the JAPAN STORE?” with “No (fill in an additional application for placing additional products)”, complete the additional application for placing additional products.

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

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