Japan Store Program

The JAPAN STORE is now open! This store lists and feature products from Japanese sellers on overseas marketplaces. By participating in the JAPAN STORE program, sellers can expect to increase the exposure of products to overseas customers.
First term application period: April 22 to June 28

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 a various types of support for sellers who have 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, 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). We provide SEO measures and advertising support to sellers that are already selling on Amazon.com (US). Also, as a paid option, we are accepting applications from sellers who would like to be granted advertising credits*4 that can be used for Sponsored Ads. For details, please check “Benefits of participating in the JAPAN STORE program.”

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 2025, but it may end earlier.
*2 : “Products from Japanese sellers” refers to products that meet the following “requirements for products that can be listed in JAPAN STORE,”
*3: After receiving your application, will be screening your seller information and the products. In the products screening, the main criteria is whether the following "Requirements for products that can be listed in" and depending on the results of the screening, you may not be able to participate.
*4: Granting of Sponsored Ads credits is a paid optional service. For more information, please refer to “[Paid Option] Granting of Sponsored Ad Credits” below.
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.).

SEO measures and ad support on Amazon.com (limited to companies that have already started listing; US only)

1. We will propose sales promotion tools customized to the seller’s situation (advice on FBA inventory status/product page improvement plans and utilization of brand registration tools).
2. We extract keywords useful for SEO measures and ad settings according to the product, and provide advice along with ad operation methods.

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.
Sales promotion support

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 do not have overseas sales results before can be expected to attract customers when listing in the JAPAN STORE.

Granting of Sponsored Ads credits (paid option)

From among the companies participating in JAPAN STORE, we are accepting applications from businesses that want to grant ad credits that can be used for Sponsored Ads.
(Equivalent to 1,000 US dollars, 600 UK pounds)
Data analysis and provision of information

Amazon marketing briefing

Introducing marketing measures carried out on the JAPAN STORE (Amazon site) at the online seminar.

Provide an information from JETRO that analyzes sales trends, utilization tools, etc., of participating companies as a whole

By checking the details of efforts by other companies participating in JAPAN STORE and the tools used by companies that are generating sales, etc., sellers can obtain useful information regarding their company’s position compared to other companies and Amazon sales.

Application schedule:

The schedule for application and granting of ad credits is subject to change without notice.
*Applications 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.
*We will only accept applications for credit grants from companies participating in JAPAN STORE.

[Paid option] Sponsored Ads credit

From among the sellers participating in JAPAN STORE, we are accepting applications from sellers that want to grant ad credits that can be used for Sponsored Ads.

Amazon.com
(US)
Amazon.co.uk
(UK)
Number of acceptances
About 200 companies
About 50 companies
Seller’s payment*1
(payment to JETRO)
60,500 yen (including tax)
55,000 yen (including tax)
Amount of ads credit granted*2
Equivalent to 1,000 US dollars
Equivalent to 600 UK pounds

Application conditions
(planned)
・ Listing has been completed at the time of screening (priority is given to companies that have already been listed in the JAPAN STORE)
・ Must be part of a Professional Selling Plan
・ [For sellers that participated in 2023]
The ad credits that were granted must have been consumed
・ [For sellers participating for the first time]
Priority is given to companies that use SEO measures and ad support services on Amazon.com or invest in advertising costs
・ The reports specified by JETRO have been submitted
・ Capable of submitting reports specified by JETRO after credit has been granted
Application period
       First term: throughout July
Second term: throughout October  
If the upper limit of the application quota is reached in the first term of application, there will be no secondary application.

*The schedule is subject to change without notice.
*We will only accept applications from companies participating in JAPAN STORE.
*The seller to which credits will be granted will be determined after the screening.
*There is an upper limit on the number of sellers to which credits can be granted.
*After granting credits, sellers will be asked to submit reports on sales information, etc., on a regular basis.

*1: When using this option service, regular Selling Services fees (including monthly subscription fees, Selling fees, and shipping fees) are charged separately. Click here for fee details (Amazon.com (US) | Amazon.co.uk (UK)). For inquiries regarding payment of the option 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

[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 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 15 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.
*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 listing procedures and JAPAN STORE listing application
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 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 listed 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 with the step 5 below. After completing them, you will be asked to submit a separate request to place products in the store.

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

If you don't have a professional seller account for the marketplace you applied for

5

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

5

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

7

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 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.
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 2024, and am currently participating in it. Are there any required procedures?
First, please fill in the 2024 JAPAN STORE Program Continuation Intent Survey, which is sent individually by JETRO (if you do not respond, you will not be able to continue). Around the end of March 2024, 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 2024 participation procedures.

Preparing for listing

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 listed in the JAPAN STORE.
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.
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.
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 (US) Amazon.co.uk (UK)
What can I use the paid option ad credits for?
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 us from here.
I have already applied to list products on the JAPAN STORE, but I would like to submit an additional application for products. What should I do?
Only for the seller who have already participated in the JAPAN STORE program, please submit an additional application for products from this link.

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

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