To understand what products sell well in the Exercise and Fitness category (a sub-category of Sports and Outdoors) on Amazon Japan we analysed the Top 100 Best-Selling products in this category.

*Note that Best Seller lists update regularly so the data presented here may differ slightly from the current products, however, the general trends should be similar as we regularly update this article.

Best Selling Exercise and Fitness Products on Amazon Japan

Quick link to the Exercise and Fitness Top 100 Best-Sellers List on Amazon.co.jp: https://www.amazon.co.jp/gp/bestsellers/sports/14315501/

Groups of products that sell well on Amazon Japan:

Main Products

  • Wearable Devices (mainly smart watches).
  • Home Fitness Gear (dumbbells, yoga mats, foam rollers, ab rollers, exercise bands etc.).
  • Electrical Stimulation Abdominal training pads/belts.
  • Clothing & Shoes/Trainers.

Smart watches are the single best selling product type on Amazon Japan in the Exercise and Fitness category. There are 3 listings in the Top 10 and 14 in total in the Top 100. Exercise bands are also popular (7 in the Top 100), closely followed by yoga mats and foam rollers (6 and 5 listings respectively). The market for abdominal toning devices also appears to be strong on Amazon Japan, with 4 devices and 5 replacement pad listings in the Top 100 products.

How does this compare to other Amazon markets?

To see how Amazon Japan compares to other popular Amazon marketplaces, we also analysed the Top 100 Best-Seller list on Amazon.com.

Quick link to the Exercise and Fitness Top 100 Best-Sellers List on Amazon.com: https://www.amazon.com/Best-Sellers-Sports-Outdoors-Exercise-Fitness-Equipment/zgbs/sporting-goods/3407731/

Similarities between Japan and US markets

Similar to Japan, wearable devices were popular in the US, although it was the accessories (namely replacement bands/straps) that were most popular. There were 4 smartwatches and 7 replacement straps in the Top 100 of Exercise and Fitness products.

Like in Japan, free weights, floor mats, exercise bands, yoga balls, and other home fitness equipment were plentiful on Amazon.com.

Differences between Japan and US markets

There were more clothing products in the US compared to Japan, with yoga pants and sports bras being popular. There were also more – tummy control e.g. https://www.amazon.com/dp/B079BH5QPP/ – products aimed at women in the US compared to Japan.

One product type, electrical stimulation abdominal training pads/belts e.g. https://www.amazon.co.jp/dp/B07H59G2LX/ did not make the Top 100 products in Exercise and Fitness in the US, so there appears to be more demand for these products in Japan.

Japan : Top listingsUSA : Top listings
14 smart watches10 trainers
7 exercise bands7 replacement bands (for Smart watches)
6 yoga mats7 yoga pants
5 foam rollers6 sports bras
5 dumbbells5 exercise bands
5 pads for ab devices3 foam rollers
4 ab training devices3 waist trimmers
4 men’s shirts3 tank tops
3 kids shirts2 yoga mats
3 trainers2 women’s joggers
5 ab rollers2 waist trainers
2 men’s socks
2 yoga shorts

Breakdown of the number for different product types on Amazon.co.jp and Amazon.com (only shown if there were 2 or more listings in the Top 100)

Brands

In the US there were plenty of big, well-known brands selling in the Top 100 products. For example Nike, Adidas, Champion, Under Armour, ASICS made up over 20% of all products in the Top 100 of Exercise and Fitness. AmazonBasics also had several offerings in the Top 100. Japan in comparison had fewer products by the bigger global brands and there were no AmazonBasics in the Top 100 products.

SUMMARY

The products that sell well on Amazon Japan are similar to those that sell well in the US. There are some differences but mostly the two markets are similar to smartwatches and indoor fitness equipment being strong sellers.

Browse the Best Seller lists for Exercise and Fitness here:

JAPAN: https://www.amazon.co.jp/gp/bestsellers/sports/14315501/

US: https://www.amazon.com/Best-Sellers-Sports-Outdoors-Exercise-Fitness-Equipment/zgbs/sporting-goods/3407731/

NEED MORE OF AN IN-DEPTH ANALYSIS?

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