Amazon Japan is one of the sites that Amazon has opened in Asia and is one of the current blue ocean markets. The Japanese market has all the characteristics of a mature e-commerce market: high internet and broadband user penetration, high percentage of online shoppers, and high per capita online spending. Online shoppers are keen on consumer electronics, clothing and beauty products. In terms of per capita online shopping spending, Japan’s per capita annual online shopping spending is $1,164, surpassing the US’s $1,156 and nearly twice that of China. Therefore, it can be judged that the Japanese online shopping market has huge potential.

According to the average daily traffic data of Amazon website released by foreign authoritative statistical agencies, the Japanese website has also become the second largest Amazon website after the US website. The flow represents direct purchasing power, and the size of the flow determines the final order quantity. Therefore, in terms of traffic, the advantages of the Japanese station are quite obvious. From the perspective of user scale, Japan's online shopping habits have been developed. In 2017, the scale of online shopping users was 76.4 million, accounting for 60.1% of the total population. In the past two years, Japanese online shopping consumers have grown exponentially, and a large number of consumers have turned to online shopping.

Compared with other sites, Amazon Japan is relatively less competitive and is a blue ocean market where sellers can enter. Compared to the US and Europe, the competition in Japan is not as intense. Japanese is far less popular than English, and most sellers prefer European and American countries, so the number of sellers in Japan is relatively small. In terms of the number of sellers on each Amazon site, sellers in Japan have the smallest growth, so Japan is still one of the markets where sellers can enter.

At present, the most popular products sold on Amazon Japan are small household appliances, consumer electronics, clothes and groceries, food and beverages, and furniture and household products. Amazon Japan offers two selling plans: Professional Selling Plan and Personal Selling Plan. These two sales plans can be converted into each other. If you choose a personal sales plan during registration, you can upgrade to a professional sales plan in the background by yourself; if you register as a professional sales plan, you can also downgrade to a personal sales plan later .