Amazon FBA Japan, Singapore & Spanish Markets: Complete International Expansion Guide (2025)

You have mastered the US marketplace. Your products are selling, your reviews are solid, and your margins are healthy.

Now what?

The answer is staring at you from every Amazon Seller Central dashboard: Go Global.

Amazon operates 21 marketplaces across 5 continents, and most US sellers are leaving money on the table by ignoring them. Japan alone represents Amazon's third-largest marketplace globally. Singapore offers access to one of the world's highest per-capita income populations. Mexico and Spain open doors to 500+ million Spanish speakers worldwide.

Yet most sellers hesitate. The language barriers seem insurmountable. The tax regulations feel overwhelming. The logistics look impossibly complex.

Here is the truth: if you can sell on Amazon US, you can sell internationally. The Seller Central interface is nearly identical. FBA handles the same heavy lifting. And Amazon provides tools specifically designed to simplify global expansion.

This guide breaks down exactly how to expand into Japan, Singapore, and Spanish-speaking markets, covering everything from registration requirements and fee structures to cultural considerations and shipping logistics.

If you are still learning the basics of Fulfillment by Amazon, start with our What is Amazon FBA? guide first.

Why Expand Internationally in 2025?

Before diving into specific markets, let us address the "why" behind international expansion.

Diversification Protects Your Business

Relying on a single marketplace is risky. Algorithm changes, policy updates, competitor actions, or seasonal fluctuations can devastate your revenue overnight. Operating in multiple countries spreads this risk across different customer bases, shopping seasons, and economic conditions.

When US sales dip during the summer slowdown, Japan's summer gift-giving season (Ochugen) might be driving your international sales. When Black Friday traffic fades, Mexico's Buen Fin shopping event might be ramping up.

The Numbers Make Sense

Consider these statistics:

Lower Competition, Same Infrastructure

Many product categories saturated in the US have significantly less competition in international markets. Japanese sellers might not have discovered the clever dog toy dominating US search results. Mexican customers might lack access to the kitchen gadget you source from China.

The Amazon infrastructure you already understand, including FBA, PPC, Brand Registry, and A+ Content, works nearly identically in every marketplace.

Amazon FBA Japan: Your Gateway to Asia

Japan represents Amazon's third-largest marketplace behind the US and Germany. With 127 million people, the world's third-largest economy, and a population obsessed with quality and convenience, Japan offers enormous potential for US sellers.

Why Japan?

Market size and consumer behavior make Japan exceptional:

• 68+ million expected ecommerce users by 2029
• 54%+ of population shopping online in 2024
• $3,140 average annual spend per online customer
• 35% of Japanese ecommerce traffic goes to Amazon (vs 32% to Rakuten)

Japanese consumers are known for:

• Paying premium prices for quality products
• Valuing detailed product descriptions and high-quality images
• Expecting exceptional customer service and fast delivery
• Gift-giving culture driving seasonal sales spikes

Registration Requirements for Japan

Account setup options:

1. If you already sell on Amazon.com: Link your US account to a new Japan account through the Sell Globally dashboard in Seller Central
2. If you are new to Amazon: Create a North America and Brazil unified account first, then expand to Japan

Documents you will need:

• Government-issued ID (passport)
• Credit card with international billing capability
• Bank account details (your US bank works fine)
• Phone number for verification

Monthly fees: ¥4,900/month (approximately $33 USD) for a Professional account. However, if you link your global accounts, your total monthly fee is capped at the equivalent of $39.99 across all marketplaces.

Japan FBA Fees Breakdown

FBA fees in Japan follow similar structures to the US but with some differences:

Shipping to Japan FBA Warehouses

Most successful sellers use one of two approaches:

Option 1: Direct from China

If you manufacture in China, ship directly to Amazon Japan FBA warehouses. Shipping time from China to Japan is only 2-3 days by sea, and customs clearance typically adds another week.

Option 2: From US Inventory

Use Amazon's Global Inventory Viewer to transfer inventory from US warehouses to Japan. This takes longer but requires no separate supplier relationships.

When shipping to Japan, you need someone registered to accept responsibility for your goods at customs. This is called an "Attorney for Customs Procedures" (ACP) in Japan.

Options include:

• Hire a Japanese customs broker through Amazon's Service Provider Network
• Use a freight forwarder that offers IOR services
• Partner with a Japan-based logistics company

Customs and import duties: Expect approximately 13% of your shipment value in consumption tax and import duties.

Product Compliance in Japan

Certain product categories require special compliance certifications:

Use Amazon's Compliance Reference tool in Seller Central to check requirements for your specific products.

Cultural Considerations for Japan

Language:

• Product listings MUST be in Japanese
• Use professional translation services (Amazon offers translation through their Service Provider Network)
• Machine translation alone will hurt your conversions
• Customer service inquiries must be answered in Japanese

Quality expectations:

• Japanese customers have extremely high quality standards
• Packaging presentation matters enormously
• Even slight product defects will generate negative reviews
• Include detailed, accurate product specifications

Gift-giving seasons:

• Oseibo (December): Year-end gift-giving drives massive sales
• Ochugen (July): Mid-year gift-giving period
• White Day (March 14): Men give gifts to women
• Christmas and New Year: Major shopping period

Pricing strategy:

Japanese consumers often associate low prices with low quality. Premium pricing can actually increase perceived value and conversion rates for quality products.

Amazon FBA Singapore: The Southeast Asian Opportunity

Amazon launched in Singapore in 2019 and has grown rapidly since. While smaller than mature marketplaces, Singapore offers unique advantages for sellers testing Asian markets.

Why Singapore?

Strategic value:

• High purchasing power: One of the world's highest GDP per capita
• English-speaking: No translation required for listings
• Tech-savvy population: 80%+ smartphone penetration
• Gateway market: Test products before expanding to larger Southeast Asian markets
• 40% cross-border shoppers: Singaporeans actively buy international products

Market reality:

Singapore's ecommerce market generated approximately $5.04 billion in 2024, with user penetration expected to reach 80.4% by 2029.

Amazon.sg receives roughly 5 million monthly visits, smaller than regional competitors Shopee (13.2 million) and Lazada (6 million). However, Amazon attracts premium-focused customers willing to pay for quality and brand recognition.

Registration Requirements for Singapore

Account setup:

Singapore uses a country-specific Amazon account separate from your North America unified account.

1. Log into Seller Central
2. Navigate to "Sell Globally" or "Global Selling"
3. Select "Singapore" from Asia-Pacific options
4. Complete registration with required documents

Required documents:

• Government-issued ID
• Credit card with international capability
• Bank account for receiving payments
• Business verification documents

No local entity required: US-based sellers can sell to Singapore without establishing a Singapore business.

Singapore FBA Fees

FBA fulfillment in Singapore offers:

• Same-day delivery options for Prime customers
• Next-day delivery widely available
• Returns processing handled by Amazon

Shipping Considerations for Singapore

Fulfillment options:

1. FBA Singapore: Ship inventory to Amazon's Singapore fulfillment center
2. Remote Fulfillment with FBA: Fulfill Singapore orders from US inventory (longer delivery times)
3. Merchant Fulfilled: Ship directly from your warehouse

For US sellers: The "Remote Fulfillment with FBA" option lets you test Singapore demand without shipping separate inventory overseas. Once sales volume justifies it, transition to local FBA.

Delivery speed matters: 61% of Singaporean shoppers prioritize delivery speed. FBA is essentially required to compete effectively.

What Sells Well in Singapore

Based on 2024-2025 trends:

Singapore-Specific Tips

Pricing psychology:

• Singaporeans are price-conscious but value quality
• Free shipping expectations are high (leverage FBA Prime)
• SGD pricing should feel "local," not obviously converted from USD

Competition landscape:

Amazon faces strong competition from Shopee and Lazada in Singapore. Your differentiation advantage:

• Products not available on regional marketplaces
• Brand-name recognition
• Premium positioning
• Global product selection

GST considerations:

Singapore charges 8% Goods and Services Tax. Amazon handles GST collection on marketplace sales, but factor this into your pricing.

Amazon FBA for Spanish-Speaking Markets

Two primary Amazon marketplaces serve Spanish speakers: Amazon Mexico (amazon.com.mx) and Amazon Spain (amazon.es). Together, they open access to over 500 million Spanish speakers globally.

Amazon Mexico: Latin America's Gateway

Market overview:

• Launched: 2015
• Monthly visitors: 100+ million in 2025
• Position: Dominant in Latin America alongside Mercado Libre
• Growth drivers: Rising middle class, increasing internet penetration, mobile commerce explosion

Why Mexico matters:

• Geographic proximity to US (lower shipping costs and times)
• North America unified account includes Mexico automatically
• Mobile commerce: 80%+ of purchases happen on smartphones
• Less competition than US in many categories

Mexico Registration and Fees

Account setup:

If you have a North America Professional selling account, Mexico is already included. No separate registration required.

Fee structure:

Currency: Prices and fees in Mexican Pesos (MXN). Amazon's Currency Converter handles payouts to your US bank account.

Amazon Spain: European Spanish Market

Market overview:

• Users: 198+ million in 2025
• Language: Spanish (Castilian)
• Position: Leading Southern European marketplace
• EU access: Part of Amazon's European unified account

Why Spain matters:

• European Union market access through single account
• Established infrastructure with fast delivery network
• Lower entry barriers for sellers already in EU or willing to navigate VAT
• Spanish-language experience applicable to Latin America

Spain Registration and VAT

Account setup:

Spain requires a European Amazon account, separate from your North America account.

1. Create Amazon Europe account through Seller Central
2. Complete registration with EU-specific requirements
3. Navigate VAT registration requirements

VAT (Value Added Tax):

This is the biggest complexity for US sellers entering Europe. Spain's standard VAT rate is 21%.

Options:

• Amazon VAT Services: Amazon offers VAT registration and filing assistance
• Third-party VAT specialists: Use Amazon's Service Provider Network
• VAT thresholds: Understand when registration becomes mandatory

Shipping to Mexico and Spain FBA

Mexico fulfillment:

• Use Amazon's partnered carriers for discounted US-to-Mexico shipping
• Ship from US warehouses using North America fulfillment network
• Consider direct-from-China shipping to Mexico FBA

Spain fulfillment:

• Ship to Amazon's European fulfillment network
• Use Pan-European FBA to reach multiple EU countries from single inventory pool
• European Fulfillment Network distributes inventory automatically

Spanish-Language Listing Optimization

Critical differences between markets:

Translation approach:

1. Do not rely on machine translation alone
2. Hire native speakers from your target market
3. Adapt product titles for local search behavior
4. Localize benefit statements for cultural relevance

Example: A "cell phone" is "celular" in Mexico but "móvil" in Spain.

Top-Selling Categories in Spanish Markets

Mexico:

• Home care products
• Electronics and gadgets
• Beauty and personal care
• DIY and tools
• Photography equipment

Spain:

• Fashion and accessories
• Electronics
• Home and kitchen
• Sports and outdoor
• Beauty and health

How to Get Started with Amazon Global Selling

Ready to expand? Here is your step-by-step action plan:

Step 1: Evaluate Your Product Fit

Not every product translates well internationally. Consider:

Questions to answer:

• Does demand exist in your target market?
• Are there compliance requirements you cannot meet?
• Can you maintain profitable margins after international fees?
• Do competitors already dominate this product category?

Use Launch Fast for international research:

The Launch Fast Market Research Tool helps you analyze international markets the same way you research US opportunities. Evaluate:

• Search volume for your keywords in target markets
• Competition levels and review counts
• Price points and margin potential
• Category performance trends

Step 2: Create Your Selling Accounts

For Japan and Singapore:

1. Log into US Seller Central
2. Navigate to Settings → Global Selling
3. Select target marketplace
4. Complete registration for each country

For Mexico:

Already included in North America unified account.

For Spain:

Create separate European account through sell.amazon.co.uk or sell.amazon.es.

Step 3: Prepare Your Listings

Build International Listings tool:

Amazon offers a tool that automatically creates listings in other marketplaces based on your US listings. It handles:

• Price conversion
• Basic translation (improve this with professional help)
• Offer synchronization

Manual optimization required:

• Professional translation of titles and descriptions
• Keyword research for local search terms
• Localized imagery if needed
• Category mapping verification

Step 4: Set Up Fulfillment

Recommended approach by market:

Step 5: Launch and Optimize

Initial launch strategy:

1. Start with 2-3 best-selling products only
2. Set competitive (not lowest) prices
3. Allocate PPC budget for visibility
4. Monitor reviews and customer questions closely
5. Respond to all customer inquiries in local language

Ongoing optimization:

Use the Launch Fast Rank Tracker to monitor your keyword positions in each marketplace. Identify which terms drive sales and optimize your listings and advertising accordingly.

Common Challenges and How to Solve Them

Challenge 1: Language Barriers

• Use Amazon's translation tools in Seller Central
• Hire virtual assistants fluent in target languages
• Partner with agencies specializing in Amazon international (through Service Provider Network)
• Use Launch Fast to find Japanese or Spanish-speaking team members

Challenge 2: Tax Complexity

• Use Amazon's VAT Services for European markets
• Hire international tax specialists through Service Provider Network
• Factor tax costs into your pricing from day one
• Start with markets with simpler tax structures (Japan, Singapore)

Challenge 3: Inventory Management

• Use Amazon's Global Inventory Viewer
• Start with Remote Fulfillment before committing to local FBA
• Maintain separate inventory forecasting for each market
• Consider using an inventory management tool that supports multiple marketplaces

Challenge 4: Returns and Customer Service

• FBA handles returns for you in each marketplace
• Price returns cost into your margins
• Provide detailed listings to reduce return rates
• Respond quickly to customer questions to prevent returns

FAQ: Amazon International Selling

Do I need a business entity in each country?

No. US-based sellers can sell in Japan, Singapore, Mexico, and Spain without establishing local business entities. Your US business and bank account work for receiving payments through Amazon's Currency Converter.

How long does international expansion take?

Account setup takes 1-2 weeks. First shipment to FBA warehouses adds 2-4 weeks depending on location. Plan for 4-8 weeks from decision to first international sale.

Will my US reviews appear on international listings?

In many cases, yes. Amazon automatically transfers reviews between marketplaces and translates them for local customers. This gives established US sellers a significant advantage.

How do I handle customer service in languages I do not speak?

Amazon provides translation tools within Seller Central. For high-volume sellers, hiring virtual assistants fluent in target languages is cost-effective. Many US sellers use agencies specializing in Amazon customer service.

What if my product does not sell internationally?

Start small. Test 2-3 products with minimal inventory. If demand does not materialize after 3-6 months of optimization, you can liquidate inventory through Amazon or create removal orders. The financial risk of testing is manageable.

Is Amazon FBA calculator accurate for international markets?

Amazon provides revenue calculators for each marketplace with local fee structures. The Launch Fast Profitability Calculator helps you model international margins using competitor data from any marketplace.

Your International Expansion Starts Now

The sellers dominating Amazon five years from now will not be the ones who optimized their US business the hardest. They will be the ones who planted seeds in international markets while competitors stayed comfortable at home.

Japan's 127 million consumers are searching for products right now. Singapore's affluent shoppers are ready to pay premium prices for quality. Mexico's rising middle class is discovering ecommerce. Spain connects you to the entire Spanish-speaking world.

The infrastructure exists. The tools are ready. Amazon has built everything you need to sell globally from your laptop.

What you need is data to make confident decisions. Which products have demand in Japan? What price points work in Singapore? Where are the competition gaps in Mexico?

Launch Fast helps you answer these questions.

Our Market Research and Keyword Analysis tools work across Amazon's global marketplaces. Evaluate opportunities in Japan, Singapore, Mexico, Spain, or any Amazon market with the same data-driven approach you use for US product research.

Ready to expand your Amazon business globally?

Start Your International Research with Launch Fast →

The world is waiting. Your products just need to get there.