I have zero proof. Just what I think.
You don’t need as many reviews, and bad reviews won’t kill you!
As there are no review services yet in japan (we are working to solve this!), listings generally have a very low number of reviews. Japanese often only review when they hate the product. So listings may have a larger weight of bad reviews than the same product in a different marketplace. Japanese people are therefore more likely to buy without reviews, and also more likely to ignore bad reviews!
One of my competitors has more 1star reviews than 5. They are still killing it in sales. They are cheap though…
“Pro” tip. Loads of 5 star reviews means the product “really” is good! Don’t think you can just come in and take sales, unless you are confident your product is just as good.
*This post originated from a post in the Amazon Japan Facebook group, “Amazon Japan PL”. The information may well have changed by the time you read this. Please check the DATE of the post before you make any decisions based on this information!