Selling on Amazon Japan is different from other markets. Here’s why and how to succeed:
Why Keyword Research Matters:
- Unique Search Habits: 47% of Japanese shoppers use 4+ word searches.
- Language Complexity: Japanese uses Hiragana, Katakana, Kanji, and Romaji, creating multiple keyword variations.
- Cultural Preferences: Shoppers prefer precise, native-language content.
Key Steps for Keyword Research:
- Understand Writing Systems:
- Example: A "coffee cup" could be searched as コーヒーカップ (Katakana), 珈琲杯 (Kanji), or even "coffee cup" (Romaji).
- Adapt to Shopping Behavior:
- Prioritize detailed, specific keywords over broad terms.
- Factor in mobile-first searches and informal slang.
- Use Tools:
- Helium 10: Analyze competitors and find long-tail keywords.
- EcomStal: Focused on Japan-specific search data.
- Amazon Brand Analytics: Validate keywords with real search data.
Quick Tips:
- Localize Listings: Avoid direct translations; use keywords that feel native.
- Focus on Quality: Highlight reliability, service, and product details.
- Track & Optimize: Regularly update keywords based on performance.
By tailoring your approach to Japan’s unique market, you can improve visibility and boost sales on Amazon Japan.
How to Do Amazon Japan Keyword Research… even if you don’t speak Japanese
How Japanese Keywords Work Differently
When it comes to Japanese keywords, two major factors stand out: the intricacies of Japan’s writing systems and the distinct shopping habits of its consumers. Together, these elements create a keyword landscape that’s far more nuanced than what you might encounter in other Amazon marketplaces.
How Japan’s Writing Systems Affect Keywords
Japan’s language relies on three different writing systems – Hiragana, Katakana, and Kanji – and each opens up unique keyword possibilities. What’s fascinating is that the same product can be searched in these different scripts, and Amazon’s algorithm treats each variation as a completely separate keyword.
Let’s take a simple example: a coffee cup. A Japanese shopper might search for it using:
- Hiragana: こーひーかっぷ (ko-hi-kappu)
- Katakana: コーヒーカップ (ko-hi-kappu)
- Kanji: 珈琲杯 (ko-hi-hai)
- Romaji: coffee cup
Each of these represents the same product, yet they are treated as distinct keywords with their own search volumes and competition levels. This means that while you might focus on 100 keywords for Amazon US, you could end up managing as many as 400 variations for Amazon Japan to ensure full coverage across all writing systems.
The choice of script often depends on context. Katakana is predominantly used for foreign words and brand names, Hiragana is common in casual searches, and Kanji is preferred for formal or traditional terms. Before diving into translations, it’s worth using tools like Amazon’s Brand Analytics to understand which variations are actually driving search traffic. This step helps avoid wasting effort on keywords that may not perform well.
While script diversity is essential for keyword optimization, consumer behavior adds another layer of complexity.
Japanese Shopping Habits That Impact Keywords
Japanese shoppers have unique habits that significantly influence keyword strategies. They value precision, quality, and detailed information, which is reflected in their search behavior. Instead of broad terms, they often use highly specific keyword combinations that include details like product specifications, materials, and intended uses. This thorough approach means impulse buying based on generic searches is far less common.
Another key factor is the dominance of mobile-first searching. Since most Japanese consumers search on mobile devices, keyword strategies should account for shorter, conversational phrases that cater to mobile-friendly searches. Shoppers expect quick, accurate results, making relevance even more critical.
Cultural preferences also play a big role. Japanese consumers tend to prefer subtle and indirect language, so overly aggressive marketing language can be a turn-off. Keywords should highlight product benefits and quality without sounding too pushy or exaggerated.
Younger shoppers add another layer of complexity by using informal terms or slang that might differ from standard translations. Additionally, English loan words – Japanese adaptations of English terms – are often popular and can resonate strongly with local consumers.
Building trust is another cornerstone of the Japanese market. Consumers place a high value on reliability and brand loyalty, often sticking with brands they trust for the long term. Keywords that emphasize trust, quality assurance, and excellent customer service can go a long way. The concept of "omotenashi" (selfless hospitality) is deeply ingrained in Japanese culture, so keywords that suggest attentive service, thoughtful packaging, or meticulous product design can strongly appeal to buyers.
To effectively navigate these complexities, it’s essential to collaborate with native Japanese speakers. Their understanding of local product names, colloquial expressions, and cultural subtleties can uncover the keywords that truly connect with Japanese consumers – something automated tools are unlikely to achieve. By combining these cultural insights with the variations in writing systems, you can craft a well-rounded keyword strategy tailored to the Japanese market.
Best Tools for Amazon Japan Keyword Research
Selling on Amazon Japan requires tools that can handle its unique search behaviors and writing systems. As we’ve discussed earlier, understanding the local market is crucial, and these tools are designed to help sellers navigate the specific dynamics of Japan’s e-commerce landscape.
Successful Amazon Japan sellers typically rely on three main types of tools: third-party platforms, Japan-focused tools, and Amazon’s own analytics. Each plays a distinct role in building a well-rounded keyword strategy. Let’s break down how each tool can enhance your approach.
Helium 10
Helium 10 is a popular choice among Amazon sellers worldwide, and it brings plenty of value to the Japanese market as well. Supporting over 20 Amazon marketplaces, including Japan, it offers a Japanese language dashboard to make navigation easier.
One standout feature is Cerebro, which allows you to analyze competitors’ ASINs and discover the keywords they rank for. This reverse-engineering approach is especially useful for uncovering keyword opportunities across Japan’s various writing systems, giving you an edge in identifying gaps your competitors might have overlooked.
Another powerful tool within Helium 10 is Magnet, designed to uncover long-tail keywords that align with Japanese search habits. By adjusting filters like word count, you can pinpoint less competitive yet highly relevant keywords – ideal for targeting Japan’s detail-oriented shoppers.
Helium 10 also maintains a vast keyword database, providing access to search volume, competition metrics, and trend data tailored to Japan’s seasonal shopping behaviors. For sellers, this means staying updated with the latest market insights.
Pricing options include a free plan with limited features, a Starter Plan for $39/month ($349/year), and a Platinum Plan for $99/month ($948/year), which offers advanced tools.
Next, let’s look at a tool built specifically for the Japanese market.
EcomStal Amazon Japan Keyword Tool
EcomStal is a specialized tool designed exclusively for Amazon Japan. Unlike general-purpose keyword tools, EcomStal is tailored to the search habits and market trends unique to Japanese consumers. This focus makes it a go-to resource for sellers aiming to understand how people in Japan actually search for products.
The platform excels at generating long-tail keywords that mirror the detailed and specific search patterns typical of Japanese shoppers. It provides a wealth of data for each keyword, including search volume, competition levels, estimated cost-per-click (CPC), average selling price, estimated sales, revenue, and total reviews. This detailed information helps sellers prioritize the right keywords.
EcomStal is particularly effective at finding low-competition, high-volume keywords – hidden opportunities that can make a big difference in the Japanese market. With a user-friendly interface, it’s easy to navigate and uncover actionable insights.
The platform offers flexible pricing plans, including a free trial for new users. This makes it accessible for both newcomers testing the waters and established sellers looking to refine their strategies.
Amazon’s Brand Analytics
Amazon’s own Brand Analytics provides exclusive, first-party data that third-party tools can’t match. It’s an essential resource for confirming and refining keyword strategies developed with external tools. Since it’s based on actual search behavior on Amazon Japan, the insights are highly reliable.
The Search Query Performance feature is particularly valuable, showing which search terms are driving traffic to your listings and how they’re performing over time. This allows you to identify which keywords are working well and which might need adjustments.
Another helpful feature is Amazon’s autocomplete suggestions. As you type in the search bar, the platform offers real-time completions based on popular searches. This is a quick way to discover trending terms, seasonal keywords, and even emerging slang that might not appear in other tools.
Brand Analytics also highlights trending keywords and search patterns specific to Japanese consumers. You can spot seasonal spikes, new product categories, and shifts in language that could influence your keyword strategy.
Additionally, the tool provides competitor insights, revealing which keywords are driving traffic to similar products in your category. This helps you understand the competitive landscape and identify areas where you can outperform others.
Since Brand Analytics is free for eligible Amazon sellers, it’s one of the most cost-effective ways to access high-quality data. However, you need to be actively selling on Amazon Japan to unlock its full potential, making it more suitable for validation and optimization rather than initial research.
Bringing It All Together
By combining these tools, you can build a comprehensive keyword research system. Third-party platforms like Helium 10 offer broad market insights and competitive analysis. Specialized tools like EcomStal dive deep into Japan-specific search behavior. Finally, Amazon’s Brand Analytics provides real-world data to validate your findings. Together, these tools ensure your keyword strategy is grounded in both data and practical insights, helping you avoid relying on keywords that seem promising but fail to deliver results.
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Step-by-Step Keyword Research Process
Use a three-phase approach tailored specifically to Japan’s market dynamics.
Begin with Seed Keywords
Start by identifying seed keywords that define your product. Think about its core features, benefits, and uses, first in English. Then, translate these into Japanese using reliable tools or, better yet, with the help of native speakers.
However, direct translations won’t cut it. You need to include terms that reflect how Japanese customers naturally speak and search. Keep in mind that Japan utilizes four writing systems – Hiragana, Kanji, Katakana, and Romaji. The same word or concept might be searched in any of these scripts, so it’s crucial to consider this diversity.
To refine your keyword list further, take a close look at what your competitors are doing.
Study Competitor Listings
Successful sellers often rely on a mix of specialized software and manual analysis to dig into competitor listings. Tools like reverse ASIN searches are particularly helpful for discovering the keywords that drive traffic to competitors’ products.
But don’t stop at the obvious. Dive deeper into how competitors structure their titles, bullet points, and descriptions. Look for recurring terms that resonate with Japanese shoppers. Manual reviews can help you catch subtle language nuances that automated tools might miss. Plus, identifying gaps in competitors’ keyword strategies could open up opportunities for your own product listings.
Organize and Prioritize Keywords
Once you’ve gathered keywords from competitor research, it’s time to organize and rank them by importance.
Focus on keywords with a low Search Frequency Rank (SFR) – these are the ones customers search for most often. To ensure relevance, double-check the ASIN images in the top search results for those keywords.
Place the most important keywords in your product titles. Use secondary keywords in bullet points, descriptions, and back-end search fields. And don’t forget: regularly monitor your listing performance and tweak your keywords as needed to stay competitive.
How to Add Keywords to Amazon Japan Listings
Once you’ve organized and prioritized your keywords, it’s time to weave them into your Amazon listings. Focus on optimizing titles, bullet points, and descriptions with these carefully selected keywords to improve visibility and appeal.
Write Better Product Titles and Descriptions
Product titles are a key factor in Amazon’s search rankings, so place your most important keywords here. Include essential details such as the brand name, a clear product identifier, key features (like specifications, color, size, or type), and relevant identifiers such as model numbers. Keep titles concise – aim for 60–80 characters – and steer clear of subjective terms like "Best Seller" or "Popular Product."
Use bullet points to showcase key product features while incorporating secondary keywords. Stick to five bullet points and keep the total character count under 1,000 to maintain clarity and readability. Use simple, straightforward language and a consistent format. Make sure the terms you use align with what Japanese customers are likely to search for, integrating keywords naturally and respecting the nuances of the local language.
For product descriptions, go deeper by including secondary keywords alongside detailed product information. Japanese shoppers tend to value specifics, so provide thorough details about specifications and sizing. For example, detailed sizing charts can make a significant difference. Additionally, take advantage of backend keywords to cover synonyms, abbreviations, and script variations. Separate these terms with single-byte spaces, and keep the total under 500 bytes (or 250 bytes for clothing and fashion items).
Don’t Overuse Keywords
Keyword stuffing can make your listing feel unnatural and off-putting. Instead, aim to seamlessly integrate keywords into content that genuinely helps shoppers. This is especially important in Japan, where 88% of online shoppers prioritize product quality. Listings written in fluent Japanese can increase conversion rates by up to 30%. Highlight key qualities like safety, reliability, and overall quality, and use language that is both clear and appropriately polite.
Track and Update Keywords
Keyword optimization doesn’t stop once your listing is live. Regularly monitor how your keywords are performing and make adjustments as needed. If certain keywords aren’t driving traffic or conversions, replace them with alternatives that better target your audience. Backend keywords, in particular, can be updated easily without affecting your listing’s rankings.
Use keyword discovery tools to stay ahead of trends, and always validate new keywords through Brand Analytics before making updates. When you find new keywords that result in about five conversions within 30 days, consider adding them to Exact Match campaigns. To maintain control and focus, limit each campaign to no more than 10 keywords.
Conclusion: Main Points for Amazon Japan Keyword Success
Succeeding with keyword research on Amazon Japan calls for a tailored strategy. Japan’s four writing systems – Hiragana, Kanji, Katakana, and Romaji – create both challenges and opportunities, making it crucial to understand how these scripts influence search behavior and product visibility.
Beyond language, understanding shopper expectations is key. Japanese consumers place a high value on service and reliability. This means a simple translation of keywords won’t cut it. You need to account for the cultural nuances that shape purchasing habits. Dive deep into all script variations and validate your keyword choices using tools like Brand Analytics.
Execution is just as critical as research. Keep your campaigns targeted by limiting each one to no more than 10 keywords. For keywords demonstrating strong performance – such as achieving around five conversions over 30 days – consider creating exact match campaigns. Additionally, optimizing your product listings with these keywords can boost visibility in Amazon Japan’s search results. Greater visibility often leads to higher sales, better product rankings, and improved profitability. Stay agile by regularly refining your strategy as market trends shift, and use specialized software for ongoing keyword discovery. Remember, Amazon shoppers are searching for products to buy, not just information, so strategies from platforms like Google won’t always apply.
For businesses aiming to scale in Japan, working with experts can make a significant difference. Emplicit offers ecommerce services tailored to Amazon Japan, including marketplace management and PPC optimization, allowing you to focus on your core operations while navigating this complex market.
The Japanese ecommerce market rewards businesses that respect its unique attributes and invest in thoughtful localization. With a strong keyword research strategy in place, your products can unlock the potential of one of the world’s most lucrative online marketplaces.
FAQs
What writing system should I use for keywords when listing products on Amazon Japan?
When crafting product listings on Amazon Japan, selecting the right writing system is crucial for optimizing keywords to suit Japanese shoppers. Katakana is commonly used for foreign words, brand names, and technical terms, as it’s familiar and easily understood by Japanese consumers. For native Japanese words, it’s best to use kanji and hiragana in the appropriate contexts.
By skillfully combining these writing systems, you can boost the visibility and relevance of your listings. This strategy aligns your keywords with local search habits and shopping preferences, making it simpler for customers to discover your products.
How can I tailor my keyword research to match Japanese shopping preferences on Amazon?
To tailor your keyword research for Amazon Japan, start by focusing on understanding the unique preferences of Japanese shoppers. Consumers in Japan tend to prioritize quality, reliability, and detailed product descriptions. Incorporating terms that reflect local customs, holidays, and seasonal trends into your keywords can help your products resonate more with their expectations. For instance, including keywords tied to Japanese traditions or product features that meet local standards can make a significant difference.
Using tools like keyword planners and studying competitor listings can also reveal high-performing search terms. It’s equally important to consider language nuances – ensure translations are not only accurate but also contextually relevant. By aligning your keyword strategy with Japanese shopping habits, you can effectively boost your product’s visibility and appeal to this meticulous audience.
What’s the best way to research and optimize keywords for Amazon Japan using tools like Helium 10 and EcomStal?
To effectively research and fine-tune keywords for Amazon Japan, tools like Helium 10 and EcomStal can make a big difference. With Helium 10, the Magnet tool is particularly useful for uncovering high-performing keywords tailored to Amazon.co.jp. It highlights search terms that not only have strong search volume but also manageable competition – perfect for reaching Japanese shoppers.
EcomStal also offers a robust keyword tool, delivering insights into search volume and competition for terms frequently used by customers in Japan. By leveraging data from both tools, you can fine-tune your listings, boost visibility, and connect with the right audience to drive more sales.
Make sure to focus on keywords that align with Japanese shopping habits, and keep a close eye on metrics like click-through rates (CTR) and conversion rates. Regularly analyzing these will help you refine your strategy and stay ahead of the game.