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If you are an Amazon seller planning to expand into Japan, one of the most important steps is securing a Japanese trademark.

While you can technically sell without the one, registering a trademark in Japan provides legal protection, unlocks Amazon Brand Registry Japan, and builds long-term trust with customers.

This guide explains why trademark registration in Japan for Amazon sellers is essential, what benefits it brings, and how to get started.

1. Do Amazon Sellers Need a Trademark in Japan?

The short answer is:

  • Not required to sell products – You can create listings and start selling without a trademark.
  • Required for Brand Registry – To access Amazon Brand Registry Japan, you must have a registered or pending trademark with the Japan Patent Office (JPO).

Without a trademark, your brand is exposed to hijackers, counterfeiters, and unauthorized sellers who can damage your reputation.

2. Benefits of Trademark Registration in Japan for Amazon Sellers

(1) Brand Protection

  • Exclusive rights to your brand name in Japan.
  • Ability to take legal action against counterfeiters or infringers.
  • Prevent competitors from registering a similar trademark before you.

(2) Access to Amazon Brand Registry

  • Control over product detail pages (titles, images, descriptions).
  • Use of A+ Content (Enhanced Product Descriptions) to boost conversions.
  • Eligibility for Sponsored Brand Ads and Amazon Stores.
  • Tools like Transparency and Project Zero to fight counterfeits.

(3) Stronger Customer Trust

  • Japanese customers value official, trustworthy brands.
  • A registered trademark signals legitimacy and long-term commitment.

(4) Global Growth Strategy

  • If you plan to expand into multiple markets, Japan is one of the top e-commerce destinations.
  • A Japan trademark strengthens your global IP portfolio.

3. Amazon Japan Trademark Requirements

To register your brand in Amazon Brand Registry Japan, you need:

  • A Japanese trademark (word mark or logo) filed with the JPO.
  • The brand name must exactly match your Amazon listings.
  • Proof of the brand name/logo permanently displayed on products or packaging.

Amazon accepts both registered and pending applications, so you can apply for Brand Registry as soon as you file.

4. Trademark Registration Process in Japan

The process usually takes 6–12 months and involves:

  1. Filing the trademark application with the JPO.
  2. Examination by a JPO examiner.
  3. Response to refusals (if applicable).
  4. Registration fee payment and issuance of rights.

Trademark rights last for 10 years and can be renewed indefinitely.

See details:How to Register a Trademark in Japan (Step-by-Step Guide)

5. Costs and Timelines

  • Trademark filing fee (JPO official fee) : ¥3,400 + ¥8,600 per class
  • Registration fee (JPO official fee, 10-year): ¥32,900 per class
  • Attorney fees: vary depending on your representative
  • Timeline: 6–12 months, but you can apply for Amazon Brand Registry once filed

Learn more: Trademark Costs and Timeline in Japan (For Foreign Sellers)

Conclusion

For Amazon sellers, trademark registration in Japan is not just a legal formality — it is a business strategy.

With a Japanese trademark, you gain:

  • Legal rights to your brand
  • Protection against copycats
  • Access to Amazon Brand Registry Japan
  • Credibility with Japanese consumers

Ready to protect your brand? Contact us for a consultation on Japan trademark registration for Amazon sellers.