Amazon Japan: The Opportunity, the Reality and Why Brands Fail

Amazon Japan is one of the world's largest Amazon marketplaces, but entering it is not simply a matter of translating a successful UK or US listing. This talk will examine why established brands often arrive in Japan with unrealistic expectations and struggle despite having good products, advertising experience and strong sales elsewhere. Neil will explain the practical barriers around compliance, importing, localisation, pricing, inventory, advertising and Japanese shopper trust. He will also show why being successful in another country does not automatically give a brand any meaningful awareness or authority in Japan. Using real examples of launches that worked, stalled or failed, the session will help sellers judge whether Japan genuinely suits their business and what level of commitment is required. Attendees will leave with a commercially realistic framework for assessing, launching and growing on Amazon Japan.