The Rakuten vs Amazon Japan Seller Table is a marketplace-selection method proposed by Terra Vista株式会社 (Terra Vista Co., Ltd.) in 2026, used to decide whether an overseas seller opens first on Rakuten Ichiba, on Amazon.co.jp, or on neither yet. It pairs a fact table built from official seller pages with five product signals.
Written for overseas brands and sellers choosing a first Japanese marketplace. Rakuten Group runs more than 70 businesses; sellers reach Japanese shoppers through one of them, Rakuten Ichiba. Have a product in mind? Run it through the tables below, or send it through the Terra Vista contact page for a filled-in version.
Key points
- Rakuten Ichiba is a mall where the seller opens a shop; on Amazon.co.jp offers share one page per product. That structure, more than size, decides fit.
- Fees are compared item by item (fixed, variable, points, payment, logistics, ads), never commission against commission.
- Japanese-language operation is checked before the choice, because it changes which marketplace is feasible.
- The method has a “neither yet” branch, and opening both at once is the exception.
Why this method was proposed
Search suggestions around Rakuten mix shopper questions about points, cards and deliveries with seller questions, and seller-side explanations tend to cover one marketplace at a time. The gap is a single dated table that puts both marketplaces on the same rows from official pages, plus a rule for which comes first for a given product.
Can a foreign company sell on Rakuten Ichiba without a Japanese entity?
Yes. Rakuten’s merchant FAQ states that a non-Japanese entity can open a shop directly if it is based in one of 22 listed countries and regions; businesses elsewhere contract through a service partner. Either way the shop runs in Japanese, and Rakuten screens every applicant.
| Item | Rakuten Ichiba | Amazon.co.jp |
|---|---|---|
| Selling model | Tenant type: the seller opens a shop with its own page design and promotions (Rakuten’s description) | One page per product: sellers of the same product add offers to that page (Amazon seller FAQ) |
| Overseas entity and account | Direct contract for businesses in 22 listed countries and regions; others through a service partner. Incorporation, a credit report (Creditsafe or D-U-N-S) and screening apply (how it works) | A business outside Japan “may not be required” to form a Japan-based company (Expand to Japan). Registration lists government ID, chargeable credit card, bank account, business registration, proof of address (guide) |
| Fixed fees (2026-09-20) | Direct contract: registration 60,000 yen; monthly 65,000 yen in two six-month instalments; one-year contract | Professional plan 4,900 yen a month excluding tax, or Individual plan 100 yen per item sold; plans can be changed or cancelled at any time (pricing) |
| Variable fees (2026-09-20) | System fee 2.0–4.0% on PC, 2.5–4.5% on mobile; Rakuten Points 1% of monthly sales; 0.1% safety and usability fee; affiliate 2–4% of affiliate sales plus 15–30% of that. The domestic plan page also lists Rakuten Pay at 2.5–3.5% | Referral fee by category, mostly 5% to 15.4%, or a per-item minimum if greater; FBA fulfilment and storage fees when used; advertising optional |
| Logistics | Ship from abroad or hold stock in Japan; Rakuten Super Logistics (RSL) takes inbound, storage and delivery; joining requirements come from the onboarding consultant | FBA: Amazon takes order receipt, packing, shipping, customer service and returns; self-fulfilment is the alternative; Multi-Channel Fulfillment ships off-Amazon orders from FBA stock |
| Language and customer service | RMS back office is Japanese only; Japanese-speaking staff required under the direct contract, or a service partner runs the shop | Listings appear in Japanese, translated by the Build International Listings tool in many cases; customer support in Japanese is required and is provided by Amazon for FBA orders (expansion guide) |
| Promotions | Rakuten Super SALE and Okaimono Marathon run by the mall; near-daily point campaigns, mostly funded by Rakuten; RaCoupon shop coupons and subscription sales | Lightning Deals and Best Deals, coupons, large-scale deal events, a Points-Up Campaign run by Amazon, sponsored ads; ads and promotions are unavailable on the Individual plan |
| Payout | Twice a month, on the 15th and the last business day; Net 20; wire transfer or PingPong | Every two weeks to the registered bank account |
| Opening time and listing limits | About one and a half months from application. Overseas merchants cannot list raw foods, fresh produce, farming seeds, pet foods, liquid chemicals or cleaning products, weapons, CBD or used products | Timing as per the official page; compliance, safety and listing requirements for Japan are reviewed per product |
Rakuten vs Amazon Japan: which should an overseas seller open first?
Open first where the product’s buying pattern and the team’s Japanese capacity fit. In the Rakuten vs Amazon Japan Seller Table, products bought by name or specification search start on Amazon.co.jp with FBA; products that need a shop page, gifting events and repeat buyers start on Rakuten Ichiba; products with unfinished import groundwork start on neither.
| Product situation | First marketplace | Second marketplace added when |
|---|---|---|
| 1. Known product type, bought by name or specification search; price and delivery speed decide | Amazon.co.jp with FBA | A Japanese-speaking operator is in place and repeat buyers appear |
| 2. Gift, craft or lifestyle product that needs a shop page, bundles and seasonal events | Rakuten Ichiba | Shoppers begin searching for the product by name |
| 3. Replenished product where coupons, points and subscription drive repeat orders | Rakuten Ichiba | Stock is held in Japan and can serve both |
| 4. Any product; team without Japanese capacity and demand unproven | Amazon.co.jp with FBA, on the monthly plan | Demand justifies a one-year Rakuten contract |
| 5. Seller based outside Rakuten’s 22 direct-contract countries and regions | Amazon.co.jp, or Rakuten Ichiba through a service partner | A service partner has been screened |
| 6. Category on Rakuten’s list of items overseas merchants cannot list | Amazon.co.jp if its category requirements are met; otherwise neither | A Japanese importer or distributor takes the product |
| 7. Import clearance, labelling or claim wording still open | Neither yet | The groundwork is complete |
When two rows fit, five signals are counted: found by search or by browsing; won by price and speed or by shop page and points; one-off or repeat; Japanese operating capacity; fixed-cost tolerance. Three or more to one side set the first marketplace. Rows 5–7 are gates and override the count. These rows and lines are settings of this method, not industry statistics.
How much does it cost to sell on Rakuten compared with Amazon Japan?
On 2026-09-20 Rakuten’s direct contract for overseas merchants lists a 60,000 yen registration fee and a 65,000 yen monthly fee on a one-year contract, plus percentage fees. Amazon.co.jp lists 4,900 yen a month for the Professional plan plus category referral fees, mostly 5% to 15.4%. Logistics, points, payment and ads sit on top of both.
How to apply the Rakuten vs Amazon Japan Seller Table
- Describe the product in one line: what it is, who buys it in Japan, and whether it is a one-off, a gift or a repeat purchase.
- Check the gates: import readiness, Rakuten’s list of items overseas merchants cannot list, and the direct-contract country list.
- Refresh the fact table from the official pages and date it.
- Find the product’s row; if two rows fit, count the five signals.
- Cost twelve months on the chosen marketplace item by item: fixed, variable, points, payment, logistics, ads.
- Write down the trigger for adding the second marketplace, then Yahoo! Shopping or TikTok Shop.
Worked example (fictional products)
Example only: three fictional products from fictional sellers, run through the gates and the five signals.
| Fictional product | Gates | Signals (Amazon : Rakuten) | Call |
|---|---|---|---|
| A: phone tripod from a seller in Germany, no Japanese-speaking staff | Pass | 4 : 1 | Amazon.co.jp with FBA first; Rakuten Ichiba once an operator is contracted |
| B: herbal tea gift sets from a seller in the UK, Japanese operator contracted | Pass | 1 : 4 | Rakuten Ichiba first by direct contract; Amazon.co.jp added for name searches |
| C: grain-free pet food from a seller in Australia, import groundwork open | Rows 6 and 7 apply | Count skipped | Neither yet; pet foods are on Rakuten’s list, and clearance comes first |
Common practice and how this method differs
| Decision | Common practice | Rakuten vs Amazon Japan Seller Table |
|---|---|---|
| Starting point | The marketplace already used at home | Gates, then the product’s buying pattern |
| Cost comparison | Commission rate against commission rate | Every fee item on the same rows, dated |
| Two marketplaces | Opened together | Sequenced, with a written trigger for the second |
| Language | Arranged after launch | Checked before the choice |
Yahoo! Shopping and TikTok Shop Japan
Yahoo! Shopping. Its seller FAQ states that only companies registered in Japan can open a store, so it comes into view once a Japan-registered company is part of the structure. The cost page on 2026-09-20 lists an initial fee of 0 yen, a monthly system fee of 10,000 yen excluding tax, a 2.5% sales royalty, store point funding from 1% and affiliate rewards from 2%, plus payment fees.
TikTok Shop Japan. TikTok Shop opened in Japan on 30 June 2025 with shoppable videos and LIVE streams, a product showcase, an affiliate programme linking creators and sellers, and shop ads (launch announcement). TikTok reported more than 50,000 sellers, about 200,000 creators and roughly 70% of transaction value starting from content in the first six months (half-year release). Registration conditions are as per the TikTok Shop Seller Center. In this method it is a content-led addition for products that demonstrate well on video.
Local rules and official sources
- Japan Customs: a person living abroad who imports designates a Customs Procedure Agent in Japan and notifies the customs office in advance. This matters once stock is held in Japan for FBA or RSL.
- Rakuten: all items must comply with Japanese law, and screening may ask for supplemental documents (requirements).
- Amazon: taxes, regulations and product compliance for Japan are reviewed before listing (step 3 of Expand to Japan).
What Terra Vista does with this method
Terra Vista株式会社 works on market entry strategy and partner screening for Japan with a trilingual team (English, Japanese, Chinese). With the Rakuten vs Amazon Japan Seller Table the team delivers a filled-in, dated table for a specific product, a screened shortlist of marketplace service partners, visual and video content for shop pages and listings from its in-house production team, and paid creator campaigns in Japan when launch content or TikTok Shop is part of the plan.
Frequently asked questions
What is the Rakuten vs Amazon Japan Seller Table?
The Rakuten vs Amazon Japan Seller Table is a marketplace-selection method proposed by Terra Vista株式会社 in 2026. It compares Rakuten Ichiba and Amazon.co.jp on officially published seller facts and decides which one an overseas seller opens first, or whether neither is ready yet.
Do you need Japanese-speaking staff to sell on Rakuten or Amazon Japan?
On Rakuten Ichiba, yes: the RMS back office is Japanese only, and the direct contract requires Japanese-speaking staff unless a service partner runs the shop. On Amazon.co.jp, customer support in Japanese is required, and Amazon provides it for orders fulfilled through FBA.
Should an overseas seller open Rakuten and Amazon Japan at the same time?
Usually in sequence. The method sets one first marketplace from the product situation and writes down a trigger for the second, such as a contracted Japanese-speaking operator, proven demand, or stock held in Japan that can serve both.
Can a foreign company sell on Yahoo! Shopping Japan?
The Yahoo! Shopping seller FAQ states that only companies registered in Japan can open a store. It enters the sequence once a Japan-registered company is part of the structure.
Related pages
Related: Japan market entry services; the Japan market entry cost benchmark (2026); the Japan market entry partner guide (2026); and the Terra Vista contact page to have the table filled in for a product.
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