Similar to European and American sites, on Amazon Japan, the fourth quarter is also the peak sales season. In addition to various Western festivals driving sales, there are also festivals, culture, and consumption habits unique to Japan that influence sales! Facing the year-end bonus period at the end of the year in Japan, how can consumers do a good job in cross-border e-commerce operations in Japan?How do I prepare my products?Succeed during the peak season in Japan?Sellers need to make some preparations that are different from European and American sites. Next, we'll introduce important festivals and product recommendations for the fourth quarter in Japan. I hope it can help you sell big in Q4!

Unlike European and American countries, Japanese people actually don't have a long history of celebrating Halloween (it started around 1970). Despite this, elements such as “pumpkin,” “ghost,” and “candy” have been inherited. Therefore, selling some pumpkin lanterns, pumpkin toys, cosplay costumes, masks, etc. before the holiday season is definitely a good choice. Of course, I need to remind you that it must not be infringed.

No matter where the seller is, we are working with sellers to explore new opportunities brought about by cross-border e-commerce exports through “Amazon Global Selling” to lay out global business and build international brands. Through “Amazon Global Selling”, third-party sellers can directly connect with more than 300 million Amazon users and more than 1 million corporate and institutional buyers worldwide. Amazon has more than a dozen sites in different regions of the world, and the region accounts for 75% of the world's total economy.

The year-end bonus is not a holiday, but it is a concern that sellers cannot ignore during the peak season, because most Japanese companies pay employees 3-4 months' wages in December as a reward for the second half of the year. Naturally, sellers should not miss this great opportunity, so hurry up and let consumers buy more good products!

No matter where the seller is, we are working with sellers to explore new opportunities brought about by cross-border e-commerce exports through “Amazon Global Selling” to lay out global business and build international brands. Through “Amazon Global Selling”, third-party sellers can directly connect with more than 300 million Amazon users and more than 1 million corporate and institutional buyers worldwide. Amazon has more than a dozen sites in different regions of the world, and the region accounts for 75% of the world's total economy.

No matter where the seller is, we are working with sellers to explore new opportunities brought about by cross-border e-commerce exports through “Amazon Global Selling” to lay out global business and build international brands. Through “Amazon Global Selling”, third-party sellers can directly connect with more than 300 million Amazon users and more than 1 million corporate and institutional buyers worldwide. Amazon has more than a dozen sites in different regions of the world, and the region accounts for 75% of the world's total economy.

Leaving aside the holiday element, judging only from data from previous years, Japanese sellers can refer to the following suggestions when selecting products in the fourth quarter:

Consumer electronics: There are generally no seasonal variations in this category, so you can focus on products that can be gifted to others, such as accessories for iPhone 7. Also, this category is greatly affected by events, so we need to keep an eye out for new products.

Clothing, footwear, luggage: Affected by the temperature, the main popular products in this category in the fourth quarter were: T-shirts, hoodies, coats, sweaters, down jackets, boots, scarves, etc. Also, since many people like to travel this season, suitcases are also popular. As for why T-shirts are still being sold in the fourth quarter, it is mainly related to the Japanese style of dressing like “layering”. They like to wear layers of clothing, so T-shirts with no pattern are still very popular in the fall or early winter.

Sports & Outdoors: Outdoor camping users are in demand in fall and early winter, and sales of sleeping bags, flashlights, and headlights will increase after October. Bike covers sell well during the rainy and snowy season.

Auto parts: The fourth season can focus on products such as dashcams, car chargers, and emergency power supplies.

Kitchen and small appliances: Heating equipment is mainly popular in winter, such as electric blankets, electric heaters, etc.

Toys: Set toys/gift box toys, Halloween/Christmas related, dinosaur image products, long plush toys, etc.

Industrial products: Due to the short daylight hours in winter, sales of outdoor industrial lights in the fourth quarter were significantly higher than at other times.



To compete during the peak sales season in Japan, in addition to understanding the above festivals and product selection suggestions, there are actually many things we need to focus on in terms of operation. We will release the fourth quarter Japan station operation priorities and precautions later.