THE WHAT? The Japan External Trade Organization (JETRO) has announced that it is set to launch a Made in Japan focused store on Amazon’s US site to help Japanese SMEs reach American shoppers more easily, according to a report published by NHK World.

THE DETAILS J-beauty firms will pay a fee, subsidised by JETRO, to sell via the online platform, with Amazon helping with fulfilment.

THE WHY? Through the dedicated storefront, small- and medium-sized brands will be able to sell to Amazon US’ half a billion monthly users – a much-needed boost, says JETRO per NHK World, to their coffers after the pandemic.