Next-Day Delivery Now a Reality! Amazon Japan Upgrades Logistics

Logistics Speed Race Escalates as Japanese E-Commerce Enters Next-Day Delivery Era?

It is reported that the efficient delivery experience of placing an order late at night and receiving it the next morning is about to become available nationwide in Japan. On July 2, Amazon Japan announced that it will roll out next-day delivery services across the country by the end of this year. Consumers will be able to receive their orders the next morning, even if they place them late at night.

To achieve this goal, Amazon plans to build 16 new logistics centers in Japan, integrating functions such as inventory storage, product packaging, and delivery. With the launch of these new facilities, Amazon’s fast delivery service will gradually expand, eventually covering all of Japan.

At the same time, local e-commerce platforms like Rakuten and Yahoo are also ramping up their next-day delivery services, intensifying competition centered around delivery speed. Behind this logistics race, what does it mean for sellers on Amazon Japan? What new opportunities and challenges will it bring?

Could Amazon Japan Become a "Blue Ocean Market" for Chinese Sellers?

In the global e-commerce market, Amazon Japan stands out as an ideal platform for Chinese sellers to avoid risks in Europe and the U.S. while achieving stable growth, thanks to its unique advantages.

According to relevant data, Japan’s per capita online shopping expenditure reaches $1,164, slightly higher than that of the U.S. ($1,156). However, Chinese sellers account for less than 10% of the market, making competition far less intense than on European or American platforms. As the world’s third-largest economy, Japan boasts a GDP of $4 trillion (2024 data), with consumers showing strong demand for high-quality products.

Geographical proximity between China and Japan allows for air freight to arrive in as little as three days and sea freight in five days, cutting logistics time in half compared to Western markets. Even more attractive, data shows that logistics costs in Japan are just 50% of those in Europe and the U.S., with a return rate of only 3% (far lower than the 15% on Amazon U.S.).

The RCEP agreement enables tariff-free trade between China and Japan, and the current weak yen further enhances the cost-performance advantage of Chinese-made products. In 2025, Amazon Japan will also introduce multiple logistics incentives, including a 20% reduction in FBA oversized item delivery fees and up to a 25% cut in storage fees.

What Signals Does Next-Day Delivery Send to Chinese Sellers?

1. Elevated Consumer Expectations
Japanese consumers’ expectations for delivery efficiency will rise significantly. "Late-night ordering, next-day delivery" will become a standard service rather than a premium option. Sellers need to reassess whether their logistics capabilities can meet this new benchmark.

2. Logistics Efficiency as a Competitive Edge
With local e-commerce platforms racing to improve delivery speeds, logistics efficiency will become a core competitive advantage. Sellers using Amazon FBA will directly benefit from this new service, while those relying on self-fulfillment may face greater pressure.

3. Expanding Promotional Traffic Benefits
In 2025, Amazon Japan has planned over 30 promotional campaigns. The newly introduced "Points DEAL" model allows sellers to participate in promotions by offering Amazon points without lowering prices.

New Challenges: How Should Sellers Respond?

1. Optimize Logistics Strategy

• Prioritize FBA services to leverage Amazon’s logistics network for next-day delivery. The 2025 FBA fee reductions will further lower costs.

• Plan inventory wisely by pre-stocking products in Japanese bonded warehouses based on promotional calendars, utilizing the 7-day free storage period to minimize port delays.

• Consider lightweight product categories such as home goods, stationery, and pet supplies, which are easier to deliver quickly and align with Japanese consumer preferences.

2. Capitalize on Seasonal Demand
Japan’s seasonal shopping trends are pronounced, requiring sellers to prepare in advance:

• Cherry Blossom Season (March–April): Surge in demand for picnic gear, portable chairs, and outdoor equipment.

• Golden Week (Late April–Early May): Travel accessories, electronics, and outdoor sports products sell well.

• Summer Season (June–August): High potential for seasonal items like sunscreen, insect repellent, and yukata (summer kimono).

• Year-End Peak Season: Christmas gifts, party supplies, and winter gear see a sales boom.

3. Deepen Localization Efforts
Japanese consumers exhibit strong brand loyalty, with quality products achieving repeat purchase rates of up to 40%.

• Localize branding: Shorten brand names to four-character Japanese phrases for better consumer recognition.

• Optimize product listings: Japanese consumers scrutinize product details, so provide comprehensive descriptions, professional images, and videos. Use Amazon’s free translation service to create polished Japanese listings.

• Leverage cultural elements: Incorporate Japanese cultural motifs, such as manga-style illustrations, to enhance brand appeal.

The nationwide rollout of Amazon Japan’s next-day delivery service marks the entry of Japanese e-commerce into a new era where speed is a key competitive factor. Amid fierce competition from local platforms, this logistics race is set to escalate further.

Japanese consumers place high importance on service quality, and delivery efficiency will become a critical differentiator in winning the market. Sellers must integrate logistics capabilities into their core strategies to stand out in the "next-day delivery" era. We believe this acceleration in logistics is not the end goal but the starting point for a new wave of service upgrades.