Getting Started
Welcome to Selling on Amazon
It’s no secret: Amazon prioritizes its customers. And our customers want a trusted destination where they can purchase a wide variety of goods. This is what makes sellers like you so important. We’re always looking for ways to add value for our customers and be Earth’s most customer-centric company. As an Amazon seller, you take part in offering those customers better selection, and a top-notch customer experience.
300 million active customers in more than 180 countries
13.26 million unique visitors (on desktop) ¹, 43.06 million unique visitors (on mobile) ² per month in Japan
175 million+ items purchased during Prime Day 2019
¹ March 2019 Nielsen Digital Content Measurement: Brand Level - Home and Workplace Access
² March 2019 Ranking by Nielsen Mobile NetView Brand
² March 2019 Ranking by Nielsen Mobile NetView Brand
The Amazon edge
When you start selling on Amazon, you become part of a retail destination that’s home to sellers of all kinds. There are a variety of sellers, ranging from Fortune 500 organizations to artisan vendors who make handcrafted goods. They all sell here for a reason: to reach the hundreds of millions of customers who visit Amazon to shop.
- Since third-party sellers joined Amazon in 1999, they’ve grown to account for 58% of Amazon sales in 2019
- Third-party sales on Amazon are growing at 52% a year (compared to 25% for first-party sales by Amazon)
FAQ:
Is Amazon right for your business?
The short answer is: yes. The largest household brands sell on Amazon. So do emerging brands that will pop on your radar soon. Small and medium-sized businesses thrive here, and they account for more than half the units sold in our stores worldwide. Whatever your business is—and whatever size it is—we’re excited for you to grow with us. Find your fit and start selling today.
Before you start selling
How do I enroll?
With two selling plans (they’re called Individual and Professional, but you can think of them as standard and premium), Amazon offers you the flexibility to sell one item or sell thousands. Before you begin registration, decide which plan is a better fit for your business.
The Individual plan costs ¥100 per sale, while sellers using the Professional plan pay ¥4,900 per month, no matter how many items they sell. If you sell more than 50 items a month, the Professional option makes a lot of sense. Don't worry if your original forecast differs from the actual number of sales. You can change plans at any time.
The Individual plan costs ¥100 per sale, while sellers using the Professional plan pay ¥4,900 per month, no matter how many items they sell. If you sell more than 50 items a month, the Professional option makes a lot of sense. Don't worry if your original forecast differs from the actual number of sales. You can change plans at any time.
PLANS
Individual
Professional
Price
¥
100
/ Product
+ Selling fees
¥
4,900
/ month
+ Selling fees
This plan might be right for you if...
- You plan to sell fewer than 49 items a month
- You don’t need advanced selling tools or add-on programs
- You’re still deciding what to sell
- You plan to sell more than 50 items a month
- You want to use advanced selling tools, like APIs and reports
- You’d like to apply for add-on programs like Amazon Business
- You’re an established ecommerce seller
Don't worry about making the wrong choice - you can change plans at any time. Also keep in mind that, in both cases, additional selling fees apply.
Did you know?
Tools for brand owners
If you own a brand, Amazon offers tools to help you build, grow, and protect it. Enrolling in Brand Registry can help you personalize your brand and product pages, protect your trademarks and intellectual property, and improve the brand experience for customers—along with unlocking.
You’ll also get to unlock additional advertising options and recommendations on improving traffic and conversion.
You’ll also get to unlock additional advertising options and recommendations on improving traffic and conversion.
What you’ll need to get started
In order to complete your registration, make sure you have access to:
- Bank account number and bank code
- Chargeable credit card
- Government-issued ID
- Your tax ID info
- Phone number
How Much Does it Cost to Sell on Amazon?
There are a few different types of selling fees you might pay, depending on your selling plan and the types of products you sell.
Subscription fees
There are a few different types of selling fees you might pay, depending on your selling plan and the types of products you sell.
- On the Professional selling plan there’s a flat fee of ¥4,900 per month and no per-item fee.
- With the Individual plan, you’ll pay ¥100 every time you sell an item.
Selling fees
Referral fees are charged for each item sold. These fees are charged per item sold, and they include referral fees (which are a percentage of the selling price and vary depending on the product’s category), and variable closing fees (which apply only to media categories).
Fulfillment costs
When you fulfill orders yourself, Amazon shipping rates apply. We charge these shipping rates based on the product category and shipping service selected by the buyer.
FBA fees
For products that Amazon fulfills for you (known as Fulfillment by Amazon, or FBA), there are fees for order fulfillment, storage, and optional services.
To review the fees that may be associated with your account, visit the Selling on Amazon Fee Schedule.
Get to know
Seller Central
What is Seller Central?
Once you register as an Amazon seller, you’ll have access to your Seller Central account. Think of Seller Central as your go-to resource for selling on Amazon. It’s a portal to your Amazon business and a one-stop shop for managing your selling account,
adding product information, making inventory updates, managing payments, and finding helpful content to help you navigate your Amazon business. It’s also where you list all your products.
adding product information, making inventory updates, managing payments, and finding helpful content to help you navigate your Amazon business. It’s also where you list all your products.
Below are a just few of the things you can do from Seller Central.
- Keep track of your inventory and update your listings from the Inventory tab
- Download custom business reports and bookmark templates you use often
- Use customer metrics tools to monitor your seller performance
- Contact Selling Partner Support and open help tickets using the Case Log
- Keep track of your daily sales for all the products you sell on Amazon
The Amazon Seller app
Did you know you can track sales on Amazon wherever you go? The Amazon Seller app lets you analyze your sales, fulfill orders, find products to sell, manage offers and inventory, respond to customer questions, capture and edit professional-quality product photos, and create listings—right from your mobile device. Never be more than a swipe away from your Amazon business. Download it for iPhone or Android to get started.
商品を出品する方法
Amazonには商品を出品する際に2つの種類に分かれます。
まず出品する商品が下記のどちらに分類されるかを確認しましょう。
１）Amazon上にある既存商品を出品する場合 (Amazonカタログが存在する場合)
→AmazonではUPC、ISBN、EANなどの製品コード（GTIN）コードがある商品は、既にページが存在する可能性があります。その場合、商品作成時にUPC、ISBN、EANなどの製品コード（GTIN）コードを入力すればすぐに販売開始が可能です。
２）Amazon上にない新規商品を出品する場合 (Amazonカタログが存在しない場合)
→UPC、ISBN、EANなどの製品コード（GTIN）コードがない場合、UPC、ISBN、EANなどの製品コード（GTIN）を取得頂くか、Amazonに対しUPC、ISBN、EANなどの製品コード（GTIN）コード無し申請を実施しカタログ作成します。
また登録方法に関しては、1つずつの登録か一括でアップロードする方法があります。
まず出品する商品が下記のどちらに分類されるかを確認しましょう。
１）Amazon上にある既存商品を出品する場合 (Amazonカタログが存在する場合)
→AmazonではUPC、ISBN、EANなどの製品コード（GTIN）コードがある商品は、既にページが存在する可能性があります。その場合、商品作成時にUPC、ISBN、EANなどの製品コード（GTIN）コードを入力すればすぐに販売開始が可能です。
２）Amazon上にない新規商品を出品する場合 (Amazonカタログが存在しない場合)
→UPC、ISBN、EANなどの製品コード（GTIN）コードがない場合、UPC、ISBN、EANなどの製品コード（GTIN）を取得頂くか、Amazonに対しUPC、ISBN、EANなどの製品コード（GTIN）コード無し申請を実施しカタログ作成します。
また登録方法に関しては、1つずつの登録か一括でアップロードする方法があります。
FAQ:
Amazonカタログとは
自社のオリジナル商品や独自のセット商品を販売する場合など、Amazonで過去に販売されたことがない商品を初めて出品する場合は、新規で商品カタログを作成、登録する必要があります。
新規商品登録
Amazonに商品を出品するには、まず最初に商品の出品情報を作成します。別の出品者様が同じ商品をすでにAmazonに出品している場合は、既存の出品情報を照合します。Amazon上に存在しないカタログの場合は、新しい出品情報を商品登録しカタログを作成します。
販売事業者様が商品をアップロードし、出品する方法は出品プランによって異なります。例えば、大口出品用アカウントを使用している出品者様は、一括アップロードやサードパーティーのシステムによる在庫管理を使用して商品を一括で出品できますが、小口出品者様は一度に1つずつ出品します。
販売事業者様が商品をアップロードし、出品する方法は出品プランによって異なります。例えば、大口出品用アカウントを使用している出品者様は、一括アップロードやサードパーティーのシステムによる在庫管理を使用して商品を一括で出品できますが、小口出品者様は一度に1つずつ出品します。
Amazon用語：
ASIN
Amazonでは出品商品すべてに、自動生成されたAmazon標準識別番号（ASIN）が付与されます。ただし、GTINやSKUは自動生成されません。ASINは、複数の出品者様が同一の商品を出品する場合、同じものを使用できます。
商品の出品を開始するときに必要なもの
ほとんどの場合、商品には、UPC、ISBN、EAN、JANなどの製品コード（GTIN）が必要です。Amazonではこれらの製品コードを使用して、出品されている正確な商品を識別します。
一致する出品情報 (パッケージ、色、形、付属品が完全一致している) がある場合、製品コードはすでに登録されているため改めて登録する必要はありません。
Amazonで初めて出品される商品を出す場合は、GS1に登録申請しバーコードを作成するか、免除を申請します。
一致する出品情報 (パッケージ、色、形、付属品が完全一致している) がある場合、製品コードはすでに登録されているため改めて登録する必要はありません。
Amazonで初めて出品される商品を出す場合は、GS1に登録申請しバーコードを作成するか、免除を申請します。
製品コードに加えて、各出品情報には主に次の情報を入力します。
- SKU
- 商品名
- 商品説明と商品仕様
- 商品画像
- 検索語句と関連するキーワード
SKUとは？
SKU（エス・ケー・ユー）は「Stock Keeping Unit」という英語の略称で、在庫管理における最小の管理単位を表す用語です。
日本語では「在庫管理番号」や「商品管理番号」と呼ばれることもあります。同じ商品でも色やサイズが異なってもSKUで判断が可能です。
SKUの決め方の一例を下記に記載します。
※SKUは「半角英数字」「-（ハイフン）」「_（アンダーバー）」が使用可能です。
例）Aというブランド名の白いMサイズのTシャツの場合
日本語では「在庫管理番号」や「商品管理番号」と呼ばれることもあります。同じ商品でも色やサイズが異なってもSKUで判断が可能です。
SKUの決め方の一例を下記に記載します。
※SKUは「半角英数字」「-（ハイフン）」「_（アンダーバー）」が使用可能です。
例）Aというブランド名の白いMサイズのTシャツの場合
- ブランド : A
- 色 : WHT (白)
- サイズ : M
- スタイル : TSHIRT
- SKU : A-WHT-M-TSHIRT
FAQ:
制限対象商品カテゴリーとは
お客様がAmazonで安心して買い物するために、一部の商品カテゴリー（特定の食料品、カー&バイク用品など）は「制限対象商品カテゴリー」と呼ばれています。Amazonでは、出品者様が制限対象カテゴリー内で特定のブランドや商品を販売または出品する場合に、性能確認、追加手数料、その他の条件を求めることがあります。出品者様は、セラーセントラルから承認を申請できます。
Successful listing = successful launch
Follow best practices for adding listings. This can have a big impact on their success. Make it easy for shoppers to find your offers by adding descriptive titles, clear images, and concise feature bullets to your items.
Avoid these things that could negatively impact your launch:
Avoid these things that could negatively impact your launch:
Variation issues
Products that vary only by color, scent, or size might be a good candidate for listing as variations. Ask yourself if the customer would expect to find the products together on the same page. If not, list them separately.
Image compliance
Your images must be at least 500 x 500 pixels (increase the size to 1,000 x 1,000 for high-quality listings) and set against a plain white background. The product should fill at least 80% of the image area.
Product ID
Make sure you’re meeting the requirements for product UPCs and GTINs (Global Trade Item Number). Consistency in these codes helps promote confidence in the range of products shown in the Amazon catalog.
Product details
Getting Started
A product detail page is where customers view a product sold on Amazon. If you’ve shopped on Amazon, you’ll probably recognize the product detail page. It’s where customers can find all the relevant information about a particular item.
When multiple sellers offer the same product, Amazon combines data from all the offers into one product detail page (so we can present customers with the best experience). You can propose product information on a product detail page, along with other sellers and manufacturers, and request detail page reviews if you think the information is not correct.
As you’re building your product detail pages, try to think about what will best help customers find your products, discover answers to their questions, and make a purchasing decision. Aim for the ultimate customer experience by making your listings concise, accurate, and easy to understand.
When multiple sellers offer the same product, Amazon combines data from all the offers into one product detail page (so we can present customers with the best experience). You can propose product information on a product detail page, along with other sellers and manufacturers, and request detail page reviews if you think the information is not correct.
As you’re building your product detail pages, try to think about what will best help customers find your products, discover answers to their questions, and make a purchasing decision. Aim for the ultimate customer experience by making your listings concise, accurate, and easy to understand.
1.
Title
200 characters max, capitalize the first letter of every word
2.
Product images
500 x 500 or 1,000 x 1,000 pixels to increase listing quality
3.
Product Variations
Such as different colors, scents, or sizes
4.
Bullet points
Short, descriptive sentences highlighting the key features and differentiating characteristics of the products
5.
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their cart or “Buy Now.” If you’re one of multiple sellers advertising the same product, research strategies for “winning” the Featured Offer to improve your overall sales
6.
Other offers
The same product sold by multiple sellers offering a different price, shipping options, etc.
7.
Product description
Keywords improve the chances that people will find your listing
Delivering products
Selecting the right fulfillment option
Amazon sellers have two options for getting shoppers their stuff: You can do it yourself, maintaining your own inventory and shipping products to customers (Fulfillment By Seller), or have Amazon take responsibility for packaging, labeling, and shipping products through Fulfillment by Amazon (FBA). Each method has its own set of benefits—you just have to decide which one is right for your business.
If you’re fulfilling your own orders
Fulfillment By Seller just means you store and ship products directly to customers yourself. Amazon charges shipping rates based on the product category and shipping service selected by the customer, then passes the amount on to you in the form of a shipping credit.
Set shipping rates apply to all products sold with an Individual plan, so it’s important to determine if you can still price items profitably.
Set shipping rates apply to all products sold with an Individual plan, so it’s important to determine if you can still price items profitably.
Benefits of Fulfillment by Amazon
Around the world, Amazon has more than 175 fulfillment centers which contain more than 150 million square feet of storage space. With FBA, you get to store your stuff on those shelves. You also get Amazon’s world-class customer service and returns, along with other advantages (like automatic Prime eligibility and Free Super Saver Shipping) that help you scale your business—fast.
Did you know?
There are two types of FBA fees
There are two types of FBA fees: fulfillment fees (which are charged per unit sold and include picking and packing your orders, shipping and handling, customer service, and product returns), and inventory storage fees (which are charged monthly, and are based on the volume of inventory being held in an Amazon fulfillment center).
How Fulfillment by Amazon works
1
Ship your inventory to Amazon. It will be scanned and made available for sale.
2
With each order, Amazon packages and ships the product directly to the customer.
3
Amazon collects payment from the customer and pays you available funds every two weeks.
4
Amazon’s customer service team handles questions, returns, and refunds.
After the sale
Manage your business
Your first sale is a big milestone—but it’s just the beginning of your growth opportunities selling on Amazon. Once your store is up and running, there are a few important things to keep in mind.
Performance metrics (and why they matter)
Amazon sellers operate at a high standard so we can provide a seamless, delightful shopping experience. We call it being customer-obsessed, and as an Amazon seller it means keeping an eye on these key metrics:
- Order defect rate (a measure of a seller’s customer service standards): < 1%
- Pre-fulfillment cancel rate (initiated by the seller before shipment): < 2.5%
- Late shipment rate (orders that ship after the expected date): < 4%
You can keep tabs on your performance and make sure you’re meeting your targets in Seller Central.
Customer Reviews
Customer product reviews are an integral part of the shopping experience on Amazon, and they benefit both customers and sellers. Make sure you’re familiar with the right way and wrong way to get more product reviews and avoid policy violations.
Amazon jargon:
Seller University
Seller University is an online resource from Amazon. It has videos featuring step-by-step guides, tutorials, and training to help entrepreneurs start (and grow) their Amazon business.
Growth opportunities
This is only the beginning
The moment you’re selling on Amazon is the moment you can start growing your Amazon business. Once you’ve launched your business, Amazon has tools in place to help you take your business to the next level (or the next couple of levels).
Advertising
Amazon’s advertising solutions create new ways for you to reach and engage shoppers, regardless of whether they’re just starting to compare products, or ready to make a purchase.
Ads show up right where customers will see them (like the first page of search results or product detail pages).
Amazon offers three advertising solutions, and all of them are accessible through Seller Central.
Ads show up right where customers will see them (like the first page of search results or product detail pages).
Amazon offers three advertising solutions, and all of them are accessible through Seller Central.
1. Sponsored Products
Sponsored Products are ads for individual product listings on Amazon, so they help drive product visibility (and product sales). They appear on search results pages and product detail pages.
2. Sponsored Brands
Sponsored Brands showcase your brand and product portfolio. They’re search-result ads that feature your brand logo, a custom headline, and up to three of your products.
3. Amazon Stores
Stores are custom multipage shopping destinations for individual brands. Share your brand story and product offerings. (And you don’t need any website experience to use them.)
Promotions and coupons
Customers want to save, and promotions are an incentive to make a purchase now. There are three types of promotions: money off, free shipping, and buy one get one free. You can also offer percentage or money-off discounts with digital coupons.
Global expansion
Selling globally is a huge milestone for any business. It means hundreds of millions of new customers and the potential for a big boost in sales. Global expansion has a lot of moving parts, but with Amazon Global Selling, you get to use Amazon’s global infrastructure to get your products in front of a worldwide audience.
When it’s time to take your business to the next level, use Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe, and Asia.
When it’s time to take your business to the next level, use Amazon Global Selling to list and sell your products on any of our online stores in North America, Europe, and Asia.
What makes a great seller?
A checklist for growth
Opportunities for growth are all around you—but here are a few things to try in your first 90 days as an Amazon seller.
Keep an eye on your account health in Seller Central
Use Fulfillment by Amazon or Seller Fulfilled Prime
Advertise your listings or offer deals and coupons
Enroll in Brand Registry and create enhanced brand content
Expand your selection by listing more products
Use the Automate Pricing Tool in Seller Central
Your first 90 days
The first three months after you launch your Amazon business are an important time for establishing practices that will boost your performance from there on out.
Would you like to learn more about Sell on Amazon?
Official social media accounts
Sell on Amazon operates official social media accounts.
Official YouTube Account
Sell on Amazon
Our official YouTube account distributes free videos explaining important points of listing, selling, and sales promotion on Amazon.co.jp in an easy-to-understand manner.
You can watch our videos from the button below.
You can watch our videos from the button below.
Official Twitter Account
@SellOnAmazonJP
Our official Twitter account shares Sell on Amazon’s newest updates for Sellers and individuals who want to start selling on Amazon.
If you would like to receive information on Sell on Amazon’s newest promotions, tools, events and seminars, please follow the Twitter account from the button below.
If you would like to receive information on Sell on Amazon’s newest promotions, tools, events and seminars, please follow the Twitter account from the button below.
LINE Official Account
@sellonamazonjp
Our LINE Official Account sends selected notifications sent via email and Seller Central requiring actions by Sellers regarding topics such as your account’s status, listing status, and payment disbursement.
You can add the Sell on Amazon LINE Official Account as your friend by clicking the button or by reading the QR code below.
*Not all notifications from the categories above are available on LINE. Please continue to check your email and Seller Central.
You can add the Sell on Amazon LINE Official Account as your friend by clicking the button or by reading the QR code below.
*Not all notifications from the categories above are available on LINE. Please continue to check your email and Seller Central.
Start selling today
Put your products in front of the millions of customers that search Amazon every day.
¥4,900 a month (excluding tax) + selling fees
