6-Step Guide to The Best Product Title & Description on Amazon Japan

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What’s So Special About Amazon Japan?


Amazon.com is one of the top 25 most valuable companies in the world and many e-retailers sell their products through their online store. This is because Amazon is known for attracting the most customers. The website had averaged over 1 billion visitors on its United States site in 2016.


Although Amazon is based in the US, the e-commerce site has separate retail websites for 14 other countries. One of the most significant countries is Japan since it has over 100 million internet users.



It is one of the top countries in Eastern Asia that has the highest number of internet consumers.


In 2016 it was recognized as one of the most powerful e-commerce markets in the world. It accrued 89.55 million USD in online retail sales.


If you already have a store on Amazon Japan, you’re already heading in the right direction. It has been noted that there are less competitors on Amazon Japan than there are on Amazon US, UK, Canada, and Australia. Yet if you don’t speak Japanese, you may feel lost. How do you effectively market your product?


You might be asking yourself…


Does Google Translate provide the best translation?


What is the best method in writing a noteworthy title that will boost my product’s ranking?


What should I include in my product’s description that Japanese customers are interested in knowing?


If you’re looking to have these questions answered as a new seller on Amazon Japan, follow this simple guide. You will start attracting customers in no time!


Writing the Perfect Product Title on Amazon Japan


Writing the perfect product title and description is always tricky. If you have learned about Search Engine Optimization practices, you may be thinking about which keywords to use. However, keywords are not the most important elements when creating a product title on Amazon Japan.


In fact, Japanese consumers are buying more of their products on Amazon Japan through their mobile phone. This means, it is better to optimize your product title in making sure that it is short. If your title is long and wordy, it will be cut off due to the mobile display dimensions. It will then be less likely that the potential customer will click to buy your product.


Within Amazon’s style guidelines, the company recommends crafting a title with this basic structure:

[Manufacturer] + [Brand Name] + [Product Name] + [Specifications/color, size, type, quantity, etc.] + [model number] .


Here is an example written in English:


Canon EOS Rebel T6 DSLR Camera with EF-S 18-55mm f/3.5-5.6 IS II Lens, EF 75-300mm f/4-5.6 III Lens, and Premium Accessory Bundle



It is greatly noted that this title would be too long if it were translated into Japanese for Amazon Japan, but it is a good example for showing Amazon’s style guidelines on creating a quality product title.


It is recommended to keep your brand name in English in case the user wants to look up your product outside of Amazon Japan. The most important keyword in your product title will be the name of your product (example: DSLR camera).


Make sure that the name of your product is also the most searched-for product name in Japanese. For example, if you are selling a DSLR camera, do your research to find out what the most popular camera product is on Amazon Japan.


Once you find the top camera products, search for the most frequent Japanese characters. They are either written in Hiragana, Kanji, or both. Use them to name your product in the product title.


Step-by-step guide on how to research the most popular Japanese product title


Here is a step-by-step guide on how to research the most popular Japanese product title in Amazon Japan:


Step 1.

Go to the Amazon Japan website (https://www.amazon.co.jp/) using the Chrome browser. It is important to use a browser that supports language translation.


Step 2.

Translate the page from Japanese to your native language. Make sure you do not hit the ‘Always translate Japanese’ button. You will want to convert the page back to the original text once you find the product you are searching for.



Step 3.

Click on the downward arrow in the search bar to find the category your product would be placed under. Since I am searching for a DSLR camera, I have highlighted ‘Home Appliances & Cameras.’ Click on the category and then click on the magnify-glass to search for your product’s category.



Step 4.

Once you land on the main page for the category you selected, translate the page again from Japanese to your native language. Then, search for the product name that the item you’re selling falls under. You can always hover your mouse over the text to see the original Japanese text. This is a good way to take note of the Japanese characters you might want to use.


Step 5.

Click on the product name your item would most likely be displayed on. Observe the Japanese kanji characters in the title of the products displayed on the first page.

I noticed that these characters, デジタル一眼レフ, were placed after the brand name of the DSLR cameras. They were showcased on the main camera page.



Step 6. 

In order to find out if デジタル一眼レフ means DSLR camera, I translate the page again from Japanese to English. Here are my results:



As it turns out, デジタル一眼レフ is Japanese for DSLR on Amazon Japan. This is a simple and sure way to find out the best product name for the item you’re selling on Amazon Japan in Japanese.


It is extremely important to have your product name in Japanese. Otherwise, your product will not reach the top page of a search result in Amazon Japan.


You might be thinking, “Wouldn’t it be easier to use Google Translate to find out what my product’s name is in Japanese?”


This might seem like a good method since Google Translate does a pretty decent job. Yet it is not consistent in knowing the most popular searched terms or words. Google Translate can also give false translations.


For example, DSLR camera is the most popular term used for these types of cameras on Amazon US. If I try to translate DSLR camera into Japanese using Google Translate, this is my result:



DSLRカメラ is not the same as デジタル一眼レフ. As you saw in Amazon Japan, it is not the most popular camera product. When I translate デジタル一眼レフ in Google Translate, it tells me that is means “digital single-lens reflex.”


This translation makes complete sense since it is what the acronym originally stands for. Google Translate can be a great tool but it is advised to avoid using it for direct translations.



Writing the Perfect Product Description on Amazon Japan

You will now want to focus on accurately describing your product to your potential customers.


Again, the hardest part about writing the description is the fact that you are not fluent in Japanese. You have no idea how to type out the beautiful Japanese kanji characters on your keyboard.





You were able to find the best product title for your product in Japanese, right? You can follow similar steps in crafting the perfect description for your product.


Look at the other products that are similar to the one you are selling. Uncover what the most common descriptions are for the product by translating the page from Japanese to your native language. Do they list the physical descriptions of the product first or its dimensions? Do they provide more details on the product’s features or the specific model?


It will be different depending on the product you are selling. Translating these descriptions within Amazon Japan will help you gauge what Japanese customers are interested in knowing first and foremost.


You can use Google Translate as a reference to translate the Japanese text to your native language. This is a good way to check if you are using the best words to describe your product. It is not advised to translate your product’s description into Japanese using Google Translate. It will not provide the best translation for your product and could mislead potential customers.


If you follow these easy steps and guidelines, you should have no problem finding the best product name and description in Japanese for marketing your item on Amazon Japan.


頑張ってください! (Meaning, “Do Your Best”/”Good Luck” in Japanese)


Founder of GraspBuild and CEO of WANOZEN LLC. Shunya is a web marketing and SEO specialist passionate about introducing energetic companies from overseas into the huge yet seemingly exclusive Japanese market smoothly for their successful business.

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