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Many foreign businesses planning to expand into Japan ask the same question:
“Do I need a trademark to sell on Amazon Japan?”

The short answer is:

  • No, a trademark is not required to create listings and start selling products.
  • Yes, a trademark (registered or pending in Japan) is required to access Amazon Japan Brand Registry, which provides essential brand protection and marketing tools.

This article explains when you need a trademark, what the benefits are, and why most successful sellers eventually apply for one.

1. Selling on Amazon Japan Without a Trademark

You can open an Amazon Japan seller account and list products without a trademark.

This works well if you are:

  • Reselling existing branded products as an authorized distributor
  • Testing demand with generic products or unbranded inventory
  • Starting small with low-volume items

However, without trademark protection, your listings may be vulnerable to hijackers, counterfeiters, and unauthorized edits.

2. Why a Trademark Matters for Amazon Japan Sellers

If you want to grow your brand long-term, a Japan trademark registration is highly recommended.

It unlocks:

  • Amazon Japan Brand Registry access
    • Enhanced brand protection tools
    • Control over product detail pages
    • Access to A+ Content, Amazon Stores, and Sponsored Brands
  • Legal protection in Japan
    • Exclusive rights to your brand name and logo
    • Ability to stop copycats or competitors using your brand
    • Legal basis for claiming damages or injunctions
  • Customer trust
    • Japanese consumers value official, trustworthy brands
    • Trademark protection adds credibility and professionalism

3. Amazon Japan Brand Registry Requirements

To enroll in the Amazon Japan Brand Registry, you must have:

  • A Japanese trademark (registered or pending application) with the Japan Patent Office (JPO)
  • The brand name in the trademark must match the name you use on Amazon
  • Proof of your brand on products or packaging

Amazon accepts both registered trademarks and pending applications, so you can apply as soon as you file your trademark.

4. Benefits of Registering a Trademark in Japan

  • Full brand protection on Amazon – Stop hijackers and counterfeits faster
  • Marketing tools – Use A+ Content, Sponsored Brand Ads, and Brand Stores
  • Catalog control – Maintain consistency in product titles, descriptions, and images
  • Growth opportunities – Eligible for Amazon Vine reviews and advanced brand analytics

5. When Should You File a Trademark in Japan?

If you plan to:

  • Sell private label products under your own brand
  • Invest in long-term sales growth in Japan
  • Access Amazon Brand Registry tools

Then filing a Japan trademark application should be a priority before or soon after launching on Amazon Japan.

Conclusion

You do not need a trademark to simply list products and sell on Amazon Japan. But if you want to protect your brand, access Brand Registry, and grow long-term, you will need a Japanese trademark registration (or at least a pending application).

By securing your trademark early, you gain both legal protection in Japan and the ability to use Amazon’s most powerful brand-building tools.

Next, learn more: Japan Trademark Registration: Process, Requirements, and Timeline