Amazon Japan PPC Guide

Amazon Japan (amazon.co.jp) sells in Japanese and prices in yen, and it sits in Amazon's Far East region rather than in the North American or European groupings. That placement is structural rather than administrative. A European or North American unified account does not cover Japan, so a seller expanding here registers separately and runs the marketplace as its own business, with its own catalogue, its own listings and its own advertising console.

The currency itself changes how bidding behaves. The yen is a zero-decimal currency, so bids are quoted in whole units and the smallest possible change to a bid is one whole yen. Percentage based bid rules that feel smooth in a marketplace with sub-units become coarse here, because every adjustment has to round to a whole number. On lower priced products that rounding can turn a small intended change into a proportionally larger one, or into no change at all.

Fulfilment and tax follow the same separate-country logic. Stock held in European or North American fulfilment centres cannot serve Japanese orders, so using FBA in Japan means importing inventory into Japanese fulfilment centres, which requires an importer of record inside Japan. Non-resident importers are also required to appoint an attorney for customs procedures. Japan operates a qualified invoice system for consumption tax, under which a registered seller issues invoices carrying a registration number. Sellers who supply business customers should treat that registration as part of the launch plan rather than as an afterthought, and take local advice on both points.