Japan Tightens Product Safety Rules for Overseas Sellers: What Sellers Must Do Before December

Japan is introducing a significant update to its product safety regulations that will directly impact overseas sellers selling to Japanese consumers through marketplaces like Amazon.

Starting December 25, 2025, amendments to Japan’s product safety framework will extend regulatory responsibilities to foreign businesses that sell regulated consumer products directly into Japan, even if those sales are made via online marketplaces.

For cross-border sellers, this marks a shift from platform-led compliance to seller-level accountability — and preparation is essential.

Why Japan Is Updating Its Product Safety Rules

The rapid growth of cross-border eCommerce has made it harder for regulators to enforce product safety when sellers operate outside Japan.

Historically, Japanese product safety laws assumed that an importer or distributor located in Japan would handle compliance. However, with overseas sellers now shipping directly to consumers via digital platforms, regulators have identified gaps in accountability.

The updated framework is designed to:

1. Strengthen consumer protection
2. Ensure faster response to safety incidents and recalls
3. Make overseas sellers legally reachable and accountable
4. Enable more effective cooperation between platforms and authorities

Who Is Affected by the New Rules?

The new requirements apply broadly to overseas businesses that:

1. Sell regulated consumer products directly to Japanese consumers
2. Do not have a legal entity or importer established in Japan
3. Use digital platforms such as Amazon, Rakuten, or DTC websites
4. Control pricing, listings, and fulfillment decisions

If your business fits this profile, you may be classified as a Specified Import Business Operator under Japanese law. Importantly, selling via Amazon does not remove your responsibility — the seller remains accountable for compliance.

The Key Requirement: Appointing a Domestic Administrator

Under the amended rules, overseas sellers must appoint a Domestic Administrator, often referred to internationally as a Japan Responsible Person.

This is a Japan-based individual or entity that acts on behalf of the overseas seller for product safety matters.

Core responsibilities include:

1. Serving as the official contact point for Japanese regulators
2. Preserving and managing compliance documentation
3. Coordinating product recalls and safety measures
4. Responding to inspections, inquiries, and incident reports
5. Supporting ongoing regulatory communication

This appointment is not optional for affected sellers.

What Products Are Typically Covered?

Japan’s product safety framework covers multiple categories of consumer goods, including (but not limited to):

1. Electrical and electronic products
2. Gas appliances
3. Household consumer products
4. Children’s products and toys
5. Products requiring PS or PSC marks

If your products fall under Japan’s product safety laws, you should assume the new requirements apply unless confirmed otherwise.

Platform Enforcement: What This Means for Amazon Sellers

Japanese authorities now have clearer authority to work with digital platforms when compliance issues arise.

If a seller fails to meet product safety obligations, platforms may be requested to:

1. Remove or suspend listings
2. Restrict product visibility
3. Support recall or corrective actions

From a seller’s perspective, non-compliance can quickly translate into account or listing disruptions.

Increased Transparency and Reputational Risk

The updated framework also introduces greater transparency measures, including:

1. Public disclosure of violations
2. Disclosure of non-compliant businesses
3. Visibility into enforcement actions

This raises reputational risks for overseas sellers who do not prepare properly — particularly for established brands.

What Amazon Sellers Should Do Now

Although enforcement begins in late 2025, preparation should start much earlier.

Recommended next steps:

1. Review your product categories and safety obligations
2. Confirm whether you sell directly without a Japanese importer
3. Identify a qualified Domestic Administrator in Japan
4. Prepare technical files and compliance documentation
5. Align internal processes for incident response and recalls

Waiting until enforcement begins increases the risk of disruption.

How VATAi Supports Japan Responsible Person Services

VATAi supports overseas sellers with Japan Domestic Administrator / Responsible Person services, designed for cross-border eCommerce businesses.

Our services help you:

1. Appoint a compliant Japan-based Responsible Person
2. Manage regulatory communications with local authorities
3. Support documentation retention and compliance processes
4. Reduce operational and regulatory risk
5. Continue selling in Japan without establishing a local entity

Japan’s 2025 product safety reforms represent a structural shift in how overseas sellers are regulated. For marketplace sellers, appointing a Japan Responsible Person is becoming a core requirement — not an optional compliance step. Preparing early is the best way to protect your business, maintain uninterrupted access to the Japanese market, and reduce regulatory risk. If Japan is part of your growth strategy, VATAi is ready to support you.

FAQ

Q1: Do I need a Japan Responsible Person if I sell via Amazon?

Yes. Selling through Amazon does not remove your legal responsibility. Overseas sellers selling regulated products directly to Japanese consumers may be required to appoint a Domestic Administrator.

Q2: Is this requirement already enforced?

The amended rules take effect on December 25, 2025, but sellers are strongly encouraged to prepare in advance to avoid disruption.

Q3: Is the Domestic Administrator the same as an importer?

No. A Domestic Administrator represents the seller for regulatory purposes but does not become the importer of record or owner of the goods.

Q4: Do all products require a Domestic Administrator?

Only products covered by Japan’s product safety laws. However, many common consumer products fall under these regulations, so confirmation is essential.

Q5: Can I appoint my own employee as the Domestic Administrator?

Only if they are legally established in Japan and able to fulfill all required responsibilities. Many overseas sellers use a professional service provider instead.

Q6: What happens if I don’t comply?

Non-compliance may lead to listing suspension, enforcement actions, or public disclosure of violations.