In this episode of the Scaling Japan Podcast, we’re joined by Neil Curtis, founder and CEO of Rising Sun Commerce, who has over a decade of experience helping international brands succeed on Amazon Japan.

With hands-on experience supporting Western brands entering Japan, Neil helps companies navigate localization, compliance, and growth in one of the world’s most competitive e-commerce markets.

In this episode, Neil explains why many brands fail on Amazon Japan not because of their product, but because they misunderstand how Japanese consumers evaluate trust, risk, and value. If you are a founder, e-commerce leader, or marketer expanding into Japan, this conversation will change how you approach Amazon, localization, and long-term growth.

What you’ll learn in this episode:

Why Amazon Japan is one of the most competitive and misunderstood marketplaces

Why translation is not enough and proper localization is criticalHow Japanese consumers prioritize trust, risk reduction, and detailed information

Why brand building matters more than just listing productsHow pricing dynamics and competition impact conversion

Why Amazon ads require a long-term investment mindsetHow off-Amazon efforts like influencers and PR improve performance

Show Notes

00:00 Introduction to Neil Curtis and Amazon Japan expertise

07:08 Why Amazon Japan is harder than most foreign brands expect

12:45 Why brand building matters more than just listing products

21:00 How Amazon listings, fulfillment, and advertising work in Japan

36:29 How to localize product pages for Japanese consumers

42:15 Why off-Amazon brand building and influencer marketing matter

Links from Guest Appearance:

🔗 Neil Curtis – Founder & CEO, Rising Sun Commerce🔗 LinkedIn: https://www.linkedin.com/in/neil-curtis/ 

Coaching with TysonLooking to take your business to the next level? Tyson Batino helps founders scale from $100,000 to $10,000,000 through coaching and advisory.

📈 Learn more: https://scalingyourcompany.com🎤 Send a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message