good news! Amazon Japan station selection guide and promotion calendar are fresh! Covering 40+ selections, helping sellers to go online in Japan ! "
I believe everyone is well aware of the importance of product selection, but the editor still receives many questions from sellers: "What products are sold well on Amazon Japan?"
There are also many sellers discussing:
Seller A : The products in Japan are very different from those in Europe and America. I want to expand to Japan, but I don't know if my products are suitable?
Seller B : I heard that Japanese festivals will affect consumers' choice of products. Is it true or false?
Don't panic! Today I will give you the answer!
"Amazon Japan Station Selection Guide" is officially released! The content covers consumer electronics, household products, fashion, hot selling recommendations and consumer concerns of more than n sub-categories under the consumer goods category, with overviews and operational tips of each category. We have everything you want ready!
The editor will also select some selection suggestions for you to refer to and learn, and you can also receive the full version of the selection guide at the end of the article!
Amazon Global Selling: Excerpts from Amazon Japan Product Selection Guide
Don't hesitate! Hurry up and accept this generous gift and set sail from Amazon Japan immediately!
besides! Amazon Japan station also has more hard-core and powerful resource support! Excellent selection and strong resource support make it easier to win in Japan! Let me briefly introduce it here!
Amazon Japan Station Exclusive Advantage Resources
The first is the heavy Japanese station starter package: heavy launch! From March 1st, Amazon Japan's new entry support is officially launched!
At the same time, the profits of the Japanese station are not small! There are not only numerous promotions and promotional tools, but also provide sellers with services such as language, listing, and product selection guides.
In addition to the exclusive advantages of the Japanese station, Japan 's unique resource advantages such as its close geographical location, fast logistics, many advantageous categories, and policy support also help the rapid development of Japanese station sellers.
Now, there is a new support! For new sellers in Japan, Amazon will add logistics benefits for a limited time! From May 15th to October 31st*, Amazon Japan will offer 22,000 yen off shipping fees for new sellers!
Goodies are here!
Knowing the advantageous resources of the Japanese station, what is the sales situation of each category in the Japanese station? In the end what products will become popular in Japan? What do Japanese consumers pay more attention to? Below, I will answer them one by one!
Seller C: What categories can I do in Japan? Are there any promotions?
All categories in Japan! Lots of promotions!
Next, the editor will briefly describe the development status of each category to help you understand the market development trend of each category, and attach the calendar of the peak season of marketing festivals from July to December in Japan. You know, good products and good activities are the buffs that double!
Consumer Electronics 
In 2022, the revenue of consumer electronics products is estimated to be 34.349 billion US dollars, and the estimated per capita consumption is 273.5 US dollars. By 2023, online channel sales of consumer electronics products will account for 35% of overall sales, and by 2025, the online user penetration rate is expected to reach 45.6% (35.9% in 2021).
Household products 
In 2022, the estimated revenue of household products will reach 17.906 billion US dollars , and the estimated per capita consumption will be 142.58 US dollars. It is estimated that by 2023, the online channel sales of household and living products will account for 15% of the overall sales. It is estimated that by 2025, the number of users of household and living products will reach 60.2 million (user penetration rate in 2021 is 35.1%), The CAGR is projected to grow by 1.25% in 2022-2026.
Consumer Goods 
It is estimated that the e-commerce market revenue of toys, hobbies, DIY and other products in consumer goods will reach 21.499 billion US dollars in 2022, and the estimated per capita consumption will be 171.19 US dollars. By 2025, the number of users of toys, hobbies, DIY and other products will reach 31.6 million (user penetration rate in 2021 is 19.3%), and the compound annual growth rate is expected to increase by 3.63% in 2022-2026. Beauty and personal care revenue in consumer goods will reach US$41.981 billion , with an estimated per capita consumption of US$334.28. By 2023, online sales of beauty and personal care products will account for 13%, and by 2025, users of beauty and personal care products will The penetration rate will reach 47.2% (37.8% in 2021), and the CAGR of beauty and personal care products is expected to increase by 5.4% in 2022-2026.
The keywords of Japanese fashion categories are simple design, skin-friendly and environmental protection, detail control, and suit control . The Japanese station has a large volume of fashion categories and many online retail opportunities. The overall sales in 2022 are estimated to be about 54.391 billion US dollars  . Japan's fashion category has strong consumption power and high user penetration rate. The per capita annual consumption of clothing, shoes and boots will reach US$282.4 in 2021 and is expected to reach US$406.5 in 2025  . In addition, there are many high-end consumers in Japan, and they prefer to use mobile phones to shop online. Popular fashion categories in Japan also change with seasonal trends. For example, in Q1, consumers had high demand for winter outdoor products, in Q2, for formal wear, and in Q3 and Q4, the demand for summer leisure products increased.
Seller C: The selection is so well prepared, but the big promotion is only a few times a year, so I don't want to wait!
Amazon Global Store: No need to wait for the big selling time in Japan! The year is full of activities, and the continuous promotions will be arranged for you immediately!
Japan Station Year-round Marketing Calendar
Site-wide annual sales: Prime Day, Black Friday and Cyber Monday
Once a month : Monthly promotions for all categories
Once a month : monthly fashion promotion activities
1-2 times a month : Fashion weekend promotions
July-December Japanese holiday season
July : summer vacation, marine season, rainy season
August : Mountain Tour Festival, Obon Festival
September : Campus sports season, anniversary of corporate purchases in Japan, Respect for the Aged Day, relocation season, graduation season, club entry season
October : Maple viewing season, school opening season
November : Seven-Five-Three Festival
December : winter, ski season, year-end bonus season, year-end cleaning, year-end party
(Image source: 2022 Amazon Japan Station Selection Guide)
Seller C: What are the popular items recommended in the second half of the year in Japan?
Japan 's autumn and winter focus on tasting fresh!
In the blink of an eye, all sellers have begun to choose products for autumn and winter, so what are the popular recommendations for autumn and winter on Amazon Japan? The editor not only prepared an excerpt of the "Amazon Japan Station Product Selection Guide" for you, but also prepared a selection of dry goods, marketing suggestions, and an introduction to the selection tools . Please come and try it first!
Recommended laptop products:
Applicable scenarios: home office, distance learning, games
Consumer concerns: resolution, high color gamut, high screen ratio, portability, storage
Examples of popular products: Tablets, Tablets, Laptops
Industrial belt: Shenzhen
The price range:
Laptops: 40,000-60,000 yen (low-mid price segment); 100,000-150,000 yen (mid-high price segment)
Tablet PC : 16,000-27,000 yen
Advice for sellers:
The three main categories of notebook computers : gaming notebooks, thin and light notebooks, and business notebooks, and the prices also show a trend of polarization
In terms of product price, the demand for remote office and distance learning has greatly increased the attention of entry-level notebook computers (40,000-60,000 yen), which are aimed at office workers who work from home.In a more sinking price segment, buyers will consider a tablet as an entry-level tool
At the same time, high-performance tiers in the high-priced segment ( 100,000-150,000 yen) are also continuously sought after by gamers and business people.
Peak sales season: The peak sales seasons throughout the year are concentrated in March, June, and November-December, which correspond to the Japanese New Life Month in March (students start school, fresh graduates join the company), Prime Membership Day and Black Friday Cyber Monday
Recommended computer accessories:
Applicable scenarios: computer function upgrade, online learning, (all ages) programming learning introduction
Consumer concerns: noise, heat dissipation, desktop layout, ease of use
Examples of popular products: computer cooling equipment, TV Card, Raspberry Pi (Raspberry Pi) programming learning equipment
Industrial belt: Shenzhen, Dongguan
The price range:
Cooling fan : 1,300-2,200 yen (low price segment); 15,000-40,000 yen (high price segment)
TV Card: 7,500-10,000 yen
Raspberry Pi : 15,000-35,000 yen
Advice for sellers:
Considering the general trend of working from home and learning at home, as well as consumers' demand for playing high-performance games, the current overseas consumers' demand for "upgrades" and "packages" of existing computers is still on the rise.
At the same time, overseas enthusiasm for programming learning is also high. Raspberry Pi products are used as an entry tool for programming learning, popularizing programming knowledge for all age groups, and there is no risk of IP infringement. Chinese sellers are recommended to enter the game
Peak sales season: March, July, September, December
Recommended photography items:
Consumer concerns: tripod load-bearing, tripod material, tripod self-weight, tripod head type
Product competition analysis:
Seller competition: medium, low
Top 10 product sales concentration: medium, low
Hot selling items note:
Studio lights and action cameras show greater customer demand;
The competition for studio lighting and backdrops is relatively low, while growing rapidly;
Consumers pay attention to the tripod's load-bearing, material, self-weight, and gimbal type. Consumers prefer the tripod with a load-bearing capacity of 7kg and above;
Aluminum tripods and lightweight tripods (less than 1kg) are more popular;
A tripod that holds the gimbal is a popular product.
Hot selling price range:
Studio light: 2,700-6,700 yen
Background cloth: 1,300-6,700 yen
Recommended storage categories:
Applicable scenarios: home storage, home drying, kitchen storage
Consumer concerns: lightweight, space-saving, easy to move on casters, durable, large capacity, height-adjustable /removable shelf, easy to assemble, aesthetically pleasing design, easy storage and access, increased household efficiency
Examples of popular products: low-profile TV cabinets, metal racks, coat hanger sets, open shelves, bookshelves, kitchen vans and storage trolleys
Industrial belt: Zhejiang Yiwu, Yongkang, Guangdong Dongguan, etc.
Opportunities for sellers: provide detailed installation instructions, provide a complete range of assembly accessories, and provide a variety of metal frame parts for consumers to match and buy
Price range: 1,000-15,000 yen
Peak season: all year
Seasonal characteristics: Home storage products are mainly made of fabrics, and the appearance can be made of transparent materials, which is convenient for consumers to identify
Recommended products for home office /remote office categories:
Applicable scenarios: home office, remote office
Consumer concerns: As consumers sit in front of the computer for a long time during office work and playing games, they are more concerned about ergonomics and whether it can be lifted and lowered.And with the increasing popularity of home office and the increase of home time, a chair that can work from home and play games and a tidy and clean home environment are essential
Examples of popular products: gaming chairs, elevating tables, eye-protection screen hanging lights, ergonomic office chairs
Industrial belt: Zhejiang Huzhou, Hangzhou, Ningbo
Opportunities for sellers: According to the room area and consumer body shape, different sizes and models can be extended (such as light version, foldable version); it is recommended to display more usage scenarios when designing product detail pages
Price range: 15,000-50,000 yen (gaming chair/lifting computer desk)
Seasonal characteristics: It is summer and the weather is hot, so everyone should try to choose simple, not heavy, refreshing materials in material selection, and the color is mainly white and so on.
Toys and Outdoors
Party equipment selection recommendation:
Applicable scene: birthday party, halloween, christmas, party, wedding, children's day, anniversary, etc.
Balloons: fashionable and cute, eye-catching design, gorgeous colors, non-toxic and environmentally friendly raw materials, no harmful substances
Inflator: easy to inflate, ergonomic structure to fill quickly without fatigue, easy to use, versatile (balloons, air mattresses, air pillows, beach mats, etc.), lightweight and easy to carry, durable and can be used repeatedly
Helium Cartridge: Large amount of helium, suitable for every occasion, light weight, compact, can easily inflate balloons
Examples of popular products: balloons, inflators, helium cartridges
Balloons: Anyang, Henan, Jinhua, Zhejiang
Helium cylinders: Jinhua, Zhejiang, Shenzhen, Guangdong
Pumps: Jinhua, Zhejiang, Shaoxing, Baoding, Hebei
Opportunities for sellers: There are various fun festivals in the second half of the year, and the selection of party equipment and games born from the festival cannot be ignored
Price range: 1,350-2,000 yen
Peak sales season: October-December
Recommended remote control toys:
Consumer concerns: Refined interior, easy controls, abrasion resistance, drop resistance, long vehicle life, long rechargeable battery life, compatibility with all terrains, can drive on any surface, equipped with 2.4 GHz remote control system to prevent multiple vehicles signal interference in car
Examples of hot-selling products: RC cars, RC planes
Industrial belt: Shantou, Huizhou, Guangdong Province
Opportunities for sellers: There are all kinds of fun festivals in the second half of the year, and remote control toys usually usher in a wave of sales peaks in October in the second half of the year, so you can prepare in advance
Price range: 6,700-8,100 yen
Peak sales season: May, October-December
Recommended camping items:
Consumer concerns: color of camping products, sleep quality of tents
Product competition analysis:
Seller Competition: Medium
Top 10 product sales concentration: medium
Hot selling items note:
Outdoor tents, outdoor tent tents, outdoor grills and outdoor tables show greater customer demand;
The competition for outdoor knife sharpeners is relatively low, and outdoor stove repair tools, outdoor tent poles and outdoor stoves are growing rapidly;
Japanese customers prefer green, blue and orange;
Japanese customers prefer 2-person, 3-person and 4-person models for tent capacity
Hot selling price range:
Outdoor grills, outdoor tables, outdoor knife sharpeners, and outdoor tent poles: 2,700-6,700 yen
Outdoor tents, outdoor tent tents: 13,000-67,000 yen
Menswear category trends:
Advice to sellers: business coats and tops are the opportunity categories in the second half of the year, and the sales of coats and uniforms in autumn and winter have risen steeply
Opportunity category: business jackets, tops
Fall/Winter hot trends: Men's T-shirts, stylish hoodies and sweatshirts, boxer shorts, jackets and coats, trousers, mens single vests, vests and undershirts, belts, high socks, casual shirts
Trends in women's clothing:
Advice to sellers: Business outerwear is not only an opportunity category, but also a category with rapidly rising sales in autumn and winter; dress sales will rebound, and underwear and outerwear will become the darling of autumn and winter
Opportunity categories: business coats, dresses, tops, bottoms, kimonos, outerwear
Autumn and winter hot selling trends: women's socks and socks, bras, women's casual dresses, women's glasses and accessories, regular panties, women's high socks, women's socks pantyhose, women's outerwear, leggings, women's pajamas, loungewear sets
Trends in children's clothing categories:
Advice to sellers: Autumn and winter are the peak season for children's clothing sales, and girls' clothing is an opportunity category for the next season
Opportunity category: girls, children's clothing
Fall/Winter Hot Trends: Boys' Briefs, Baby Bodysuits, Girls' Socks, Boys' T-Shirts, Girls' Briefs, Boys' Socks, Boys' Fashion Hoodies and Sweatshirts, Boys' Pajamas, Loungewear Sets, Special Occasion Girls' Dresses , girls suspenders, vests, corsets
Sportswear category trends:
Advice to sellers: Outdoor demand brings opportunities for sportswear, and men's football, swimming, fishing, and men's golf are in great demand
Opportunity Categories: Men's Soccer & Others, Swimming, Sports Apparel & Shoes, Fishing, Men's Running, Men's Cycling
Fall/Winter Hot Trends: Men's Casual Socks, Sports Socks, Men's Baseball Caps, Men's Fitness T-Shirts, Men's Sports Tops, Women's Thermal Lingerie Tops, Sports Goggles, Foot Support, Men's Tracksuits, Golf Gloves, Men's Cycling Gloves
Footwear category trends:
Advice for sellers: All footwear sees a rebound in sales, especially basics and outdoor sports
Opportunity categories: men's basic models, women's basic models, sports and outdoor, children's shoes
Fall/Winter Hot Trends: Men's Casual Sneakers, Women's Casual Sneakers, Insoles, Men's Road Running Shoes, Boys' Casual Sneakers, Girls' Casual Sneakers, Men's Work Shoes, Safety Shoes, Ladies' Home Shoes, Indoor Slippers, Men's Dress Shoes, Men's home shoes, indoor slippers
Luggage category trends:
Advice for sellers: Demand for travel accessories and sports bags is rising, wallets top the list of winter sales
Opportunity categories: travel accessories, men's waist bags, sports personality bags, luggage, men's messenger bags, travel bags
Fall/Winter Hot Trends: Men's Office Backpacks, Eco-Friendly Shopping Bags, Men's Wallets, Women's Tote Bags, Women's Wallets, Women's Office Backpacks, Women's Shoulder Bags, Men's Shoulder Bags, Tote Bags, Tote Bags, Men's Chest Bags, Crossbody Bags , shipping box
Jewelry category trends:
Advice for sellers: Necklace sales surge in autumn and winter, bracelets and men's fine jewelry become opportunities in the second half of the year
Opportunity categories: bracelets and anklets, men's boutique brands, cuffs and tie pins, rings
Autumn and winter hot selling trends: body piercing jewelry, women's necklaces, women's pierced earrings, women's fingers, women's bracelets, bracelets, women's hair clips, men's necklaces, jewelry cleaning and care products, men's rings, women's brooches, lapel pins, scarf buckles
Watch category trends:
Advice to sellers: Local watches are more popular, and demand for watch accessories increases
Opportunity categories: local watches, parallel imports (parallel imports), watch accessories, authorized imports (licensed goods)
Fall/Winter Hot Trends: Men's Watches, Women's Watches, Watch Straps, Watch Repair Tools and Toolboxes, Watch Storage Boxes, Watch Shakers, Boys' Watches, Watch Accessories, Buckles and Springs, Girls' Watches