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.
First term application period: April 21 to June 30
*Please check the Application Guidelines and Participation Guidelines before applying.
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) Click here for stores on
Amazon.co.uk (UK)
Provide various types of support for sellers who have passed the screening 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, and implementing online marketing. If you are a seller who is listing for the first time, Amazon Global Selling representatives will support for a listing your products to selling overseas (including advice on VAT acquisition in the UK) and a Start Dash Success Pack (application required). A sales expansion training program (application required) is offered to businesses already selling on Amazon.com (US) and Amazon.co.uk (UK). Additionally, brand owners selling on Amazon.com (US) are invited to participate in the paid marketing program, which is available as a paid option. For details, check the application guidelines.
In addition when applying, please confirm the necessary preparations (in particular, FDA registration for the food/cosmetics category in the US and VAT (Value Added Tax) registration for sales in the UK) and the screening process.
Click here to go to the JETRO program website
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) Click here for stores on
Amazon.co.uk (UK)
Provide various types of support for sellers who have passed the screening 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, and implementing online marketing. If you are a seller who is listing for the first time, Amazon Global Selling representatives will support for a listing your products to selling overseas (including advice on VAT acquisition in the UK) and a Start Dash Success Pack (application required). A sales expansion training program (application required) is offered to businesses already selling on Amazon.com (US) and Amazon.co.uk (UK). Additionally, brand owners selling on Amazon.com (US) are invited to participate in the paid marketing program, which is available as a paid option. For details, check the application guidelines.
In addition when applying, please confirm the necessary preparations (in particular, FDA registration for the food/cosmetics category in the US and VAT (Value Added Tax) registration for sales in the UK) and the screening process.
Click here to go to the JETRO program website
*1: The JAPAN STORE program scheduled to operate until the end of March 2026, but it may end earlier.
*2: An examination will be carried out based on the information you have submitted, and Amazon will contact you sequentially with the results of the review by email. Depending on the screening results, you may not be able to participate.
*2: An examination will be carried out based on the information you have submitted, and Amazon will contact you sequentially with the results of the review by email. Depending on the screening results, you may not be able to participate.
Introduction of sales case studies
Yamasan Co., Ltd.
Fifty Square Co., Ltd.
To deliver made-in-Japan quality to the world
ROKURO WORKS CO., LTD.
Edoten Co., Ltd.
The potential of Japanese products to attract overseas customers
Otsuki Pearl Co., Ltd.
Kuretake Co., Ltd.
A new challenge for a long-established company that have expanded their sales channels to the world
Benefits of participating in the JAPAN STORE program
Listing and sales expansion support from Amazon Global Selling representatives
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.).
Support for increasing sales
For sellers who have already started listing, Amazon Global Selling representatives will provide support to help increase sales. We’ll provide information that includes how to use tools and announce sales events.
The New Seller Guide (application required)
We provide lectures on how to proceed with increasing sales through a total of five individual consultations over a period of up to three months for businesses after the start of new sales.
Sales expansion training program (application required)
We provide suggestions and follow up with measures according to your categories and products, including product assortment/selection, increasing exposure (SEO measures and advertising management), and improving conversion rate (enhancing product pages).
Sales promotion support
Launch and PR of the “JAPAN STORE” special feature page
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 do not have overseas sales results before can be expected to attract customers when listing in the JAPAN STORE.
Paid marketing program (application required)
You can aim for even greater visibility by featuring your brand banner or products in special merchandising placements (Recommended Brands, Recommended Products) on the JAPAN STORE store page.
Your sales representative will inform you about the details of the plan each time.
This program is exclusively for brand owners selling on Amazon.com (US).
Your sales representative will inform you about the details of the plan each time.
This program is exclusively for brand owners selling on Amazon.com (US).
Provision of information
Webinars by concern/proficiency level
Through online seminars, instruction tailored to each participating company's concerns and proficiency level will be provided.
▼ Click here for the annual schedule (planned)
▼ Click here for the annual schedule (planned)
Helpful information newsletters
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.
Exclusive troubleshooting assistance for global selling
*Scheduled to be launched around summer to autumn
Application schedule for each program
The schedule is subject to change without notice.
*Applications for the JAPAN STORE program are on a first-come, first-served basis. If capacity is reached in the first round of applications, there is a possibility that the second round of application will not be held.
Requirements for sellers who can participate
[Application capacity] About 800
companies in the US, about 200 companies in the UK
[Application conditions]
1) The company is capable of submitting the specified business reports*1 to JETRO at a specified frequency. Also, the company has submitted questionnaires and reports required by JETRO in past JAPAN STORE operations
2) The company is able to respond when contacted by JETRO and Amazon. Also, the company is able to provide information on companies, products, etc., necessary for implementing this project in response to requests from JETRO and Amazon
3) The company is a Japanese company or sole proprietor who has submitted an opening notification to the tax office
In the case of a local Japanese company, the company handles products from Japanese companies and is composed of 10% or more of Japanese capital (company or sole proprietor with registered business registration)
4) The company is able to agree to the details described in the JAPAN STORE Agreement*2 and Application Guidelines*3
5) The company must list products in a Professional Selling Plan*4
6) The company must clear the “Corporate screening points” (see page 8 of the Application Guidelines)
*1: This is a report determined by JETRO. The company will be required to submit the Business Report information on the Amazon listing management tool "Seller Central". Please send any questions about this report directly to JETRO.
*2: Click here for the JAPAN STORE Agreement
*3: Click here for Application guidelines
*4: Click here for details on selling plan (Amazon.com (US) | Amazon.co.uk (UK))
companies in the US, about 200 companies in the UK
[Application conditions]
1) The company is capable of submitting the specified business reports*1 to JETRO at a specified frequency. Also, the company has submitted questionnaires and reports required by JETRO in past JAPAN STORE operations
2) The company is able to respond when contacted by JETRO and Amazon. Also, the company is able to provide information on companies, products, etc., necessary for implementing this project in response to requests from JETRO and Amazon
3) The company is a Japanese company or sole proprietor who has submitted an opening notification to the tax office
In the case of a local Japanese company, the company handles products from Japanese companies and is composed of 10% or more of Japanese capital (company or sole proprietor with registered business registration)
4) The company is able to agree to the details described in the JAPAN STORE Agreement*2 and Application Guidelines*3
5) The company must list products in a Professional Selling Plan*4
6) The company must clear the “Corporate screening points” (see page 8 of the Application Guidelines)
*1: This is a report determined by JETRO. The company will be required to submit the Business Report information on the Amazon listing management tool "Seller Central". Please send any questions about this report directly to JETRO.
*2: Click here for the JAPAN STORE Agreement
*3: Click here for Application guidelines
*4: Click here for details on selling plan (Amazon.com (US) | Amazon.co.uk (UK))
Requirements for products that can be placed
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.
*Among the products listed by companies participating in JAPAN STORE, products that meet the placement requirements will be automatically placed on the store page. If you do not wish to have certain products placed, please contact us through this form after joining.
*In the case of a procured product, it can be proven that it was procured through an official route.
*The product must comply with import/export regulations and sales standards, guidelines, and 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).
*For UK VAT registration, an Amazon Global Selling representative will support the document preparation procedure for registration.
*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 listed in 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.
*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 listing 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)).
*In the case of a procured product, it can be proven that it was procured through an official route.
*The product must comply with import/export regulations and sales standards, guidelines, and 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).
*For UK VAT registration, an Amazon Global Selling representative will support the document preparation procedure for registration.
*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 listed in 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.
*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 listing 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
2
Apply to JETRO to participate in the JAPAN STORE business
Please apply here.
3
Amazon screening form answers
Once you have completed your business participation application to JETRO, please apply from the link in the email that will be sent. If you have any questions, please contact Amazon. (click here to contact Amazon)
4
Get notified of screening results
Your seller information will be screened, and you will be notified of the screening results via email approximately 2 weeks after completing the application. After passing the screening, listed products that meet the listing requirements will automatically be posted on the Store page. Note that if you do not have a seller account for the marketplace you applied for, or if you have not registered your products with your seller account, please proceed with step 5 below, and prepare to start listing.
5
Prepare to list products
Please take the following steps to prepare before starting the listing process.
1) Product certification confirmation (FDA, etc.)
2) Bank account creation
3) Carrier selection
1) Product certification confirmation (FDA, etc.)
2) Bank account creation
3) Carrier selection
If you don't have a professional seller account for the marketplace you applied for
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 started selling with the account for the marketplace you have applied for
Adding products and shipping settings
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 applied to the JAPAN STORE on Amazon.co.uk (UK) and VAT registration has not been completed
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.
If you’ve never listed before, an Amazon representative will provide guidelines on what to do.
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
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
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 application conditions.
If I pass the JAPAN STORE screening, does that mean I have obtained certification for export to the target country?
No. In regard to certification acquisition and regulatory screenings in each country, the seller is requested to investigate and then respond. We will introduce service providers with various certifications.
What are the contents of the reports 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
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 2025, and am currently participating in it. Are there any required procedures?
First, please fill in the 2025 JAPAN STORE Program Continuation Intent Survey, which is sent individually by JETRO (if you do not respond, you will not be able to continue). This application link will be sent to sellers who have answered that they intend to continue. After applying, a screening is carried out by JETRO and Amazon. Sellers that have passed the screening (sellers that failed the screening cannot re-apply) will complete the 2025 participation procedures.
Preparing for listing
When will my products start to be placed on the JAPAN STORE?
Among the products listed by companies participating in JAPAN STORE, products that meet the placement requirements will be automatically placed on the store page after approximately 10 business days. There are no applications to add placed products, so please wait for a little while until the products are reflected on the store page.
How much does it usually cost and how long does it take to start listing?
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.
*Some of the seller account help pages and help desks within the seller account are only available in English.
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
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
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?
What should I do if I want to change the information entered when applying for the JAPAN STORE program (example: name of person in charge, contact information, etc.) or when changing a corporation (parent company → subsidiary)?
Please contact us using the form here.
I have already applied for the JAPAN STORE program in one country, and I would like to apply for additional applications in another country. What should I do?
Example: I have participated in the JAPAN STORE program on Amazon.com (US), but I also want to participate in Amazon.co.uk (UK)
Example: I have participated in the JAPAN STORE program on Amazon.com (US), but I also want to participate in Amazon.co.uk (UK)
As long as the application period is open, additional applications can be submitted.
What are the benefits of participating in the JAPAN STORE program?
You can receive various forms of support to promote sales from when you start selling. Specifically, we offer “global selling launch support” for new listing companies and “sales creation/expansion support” for companies that have already started listing, provided by Amazon Global Selling representatives. As sales promotion support through marketing, we are expanding advertisements both inside and outside Amazon, influencer marketing, and additional advertising slots on the JAPAN STORE. Furthermore, as data analysis and provision of information, we hold webinars for each assignment and proficiency level, distribute email newsletters with useful information, provide dedicated troubleshooting for overseas selling, and conduct JAPAN STORE marketing report sessions.
Is it possible to exclude specific products from being placed on the JAPAN STORE?
Among the products listed by companies participating in JAPAN STORE, products that meet the placement requirements will be automatically placed on the store page. For products that you do not wish to be placed, please use the 2025 inquiry form after participating in JAPAN STORE to make a request.
