Kinokuniya
The online store of Japan's major bookstore chain, with e-books and overseas branches.
Kinokuniya at a glance
Kinokuniya is an e-commerce website and one of the most visited sites in Japan, currently ranked #83 in the country. It was founded in 1927 by Moichi Tanabe and is headquartered in Tokyo, Japan. Today Kinokuniya is owned by Kinokuniya Company Ltd.. Our estimates put its audience at ≈ 15 million visits per month. The business earns money mainly through product sales, e-book sales. Its closest rivals include amazon.co.jp, rakuten.co.jp, kakaku.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 14.1 million / month | +2% |
| Q2 | ≈ 14.5 million / month | +3% |
| Q3 | ≈ 15 million / month | +3% |
| Q4 | ≈ 15.9 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in Japan, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Japan86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 4.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Japan
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| kinokuniya | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Japan web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in Japan
Company information
- Website
- kinokuniya.co.jp
- Sector
- E-commerce
- Owner
- Kinokuniya Company Ltd.
- Owner type
- Private company
- Founders
- Moichi Tanabe
- Founded
- 1927
- Headquarters
- Tokyo, Japan
- Employees
- 1,500+
- Ownership
- Kinokuniya Company Ltd. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1 billion annual revenue (est.)
- Languages
- Japanese, English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Kinokuniya operates an online retail and marketplace platform focused on Japan. The online store of Japan's major bookstore chain, with e-books and overseas branches. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
- E-book sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- Japan
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Japan)
- #83 in this index
- Sector rank
- Leading e-commerce site in Japan
- Global rank
- 5000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| amazon.co.jp | ≈ 9 million / month | #84 class competitor | — |
| rakuten.co.jp | ≈ 6.7 million / month | #85 class competitor | — |
| kakaku.com | ≈ 4.5 million / month | #86 class competitor | — |
What is Kinokuniya?
Kinokuniya (kinokuniya.co.jp) is an online retail and marketplace platform serving users in Japan. The online store of Japan's major bookstore chain, with e-books and overseas branches. It ranks #83 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Kinokuniya?
The site is operated by Kinokuniya Company Ltd., founded by Moichi Tanabe. The company was established in 1927 and is headquartered in Tokyo, Japan. It employs around 1,500+.
Traffic and audience
Traffic estimates place Kinokuniya at roughly 15 million visits per month, about 0.5 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Kinokuniya makes money
Revenue comes primarily from product sales, alongside e-book sales.
Competitors in Japan
Its closest rivals include amazon.co.jp, rakuten.co.jp, kakaku.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1927
Kinokuniya is founded in Tokyo, Japan.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #83 among the most visited websites in Japan.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Kinokuniya?
Kinokuniya is operated by Kinokuniya Company Ltd.. Private company structure, based on public filings and press reporting.
Where is Kinokuniya headquartered?
Kinokuniya is headquartered in Tokyo, Japan.
When was Kinokuniya founded?
Kinokuniya was founded in 1927 by Moichi Tanabe.
How many employees does Kinokuniya have?
Kinokuniya employs approximately 1,500+ people.
What is Kinokuniya's revenue?
Kinokuniya's revenue: ≈ $1 billion annual revenue (est.).
Who are Kinokuniya's competitors?
Main competitors in Japan include amazon.co.jp, rakuten.co.jp, kakaku.com.
How does Kinokuniya make money?
Mainly product sales, e-book sales.
Is Kinokuniya publicly traded?
No — Kinokuniya is not listed as an independent public company; it is operated by Kinokuniya Company Ltd..
How many visitors does Kinokuniya get?
Third-party estimates place Kinokuniya at roughly 15 million visits per month, mostly from Japan, with 76% mobile traffic.
Is Kinokuniya safe?
Kinokuniya is an established e-commerce site founded in 1927 and ranked #83 in Japan; use the official domain kinokuniya.co.jp and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementskinokuniya.co.jp
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageJapan and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos