Neil Curtis Neil Curtis is the founder and CEO of Rising Sun Commerce, a specialist Amazon Japan agency helping non-Japanese brands launch, operate and grow in Japan. He has more than ten years of hands-on Amazon experience, initially building and expanding his own private-label brand across the UK, Europe and Japan before establishing Rising Sun Commerce in 2016. Today, Neil works directly with overseas brands on Amazon Japan strategy, localisation, advertising, operations and the wider challenge of building trust with Japanese shoppers. His perspective is deliberately practical: Japan is a significant opportunity, but success requires much more than translating an existing listing and switching on advertising.