In the vibrant world of anime figure collecting, there’s a unique thrill that comes with adding a long-awaited character to your shelf. But there’s also a potential for deep disappointment when you discover that the figure you’ve been dreaming of sold out in minutes, and is now only available for triple its original price on the aftermarket. This is the collector’s dilemma, and the single most powerful tool to overcome it is the pre-order.
Pre-ordering is more than just buying something in advance; it’s the fundamental system upon which the entire collector-grade figure industry operates. Manufacturers use pre-order numbers to determine production volume, and for collectors, it’s a golden ticket to guarantee a figure at its retail price. However, navigating the landscape of different shops, release dates, and exclusive bonuses can be intimidating for newcomers and even seasoned veterans.
This comprehensive guide will demystify the entire process. We will explore why pre-ordering is essential, break down the lifecycle of a figure from announcement to release, detail the best places to shop, and provide you with the strategies you need to secure your most wanted releases and build the collection you’ve always envisioned.
Why Pre-Order? The Collector’s Golden Rule
In many hobbies, pre-ordering is a convenience. In anime figure collecting, it is a necessity. Unlike mass-market toys that are continuously stocked on store shelves, high-quality scale figures from brands like Good Smile Company, Alter, and Kotobukiya are produced in limited quantities based on the number of pre-orders received. Once that production run is complete, the figure is often gone for good, barring a rare re-release.
Here’s why hitting that “Pre-Order” button is crucial:
- Guarantee Your Copy: This is the primary benefit. A successful pre-order is a reservation. It ensures that when the figure is released months later, one is set aside specifically for you. You won’t have to scramble on release day or worry about stock selling out.
- Avoid the Scalper Aftermarket: The “aftermarket” is the secondary market where individuals resell figures, often at vastly inflated prices. Scalpers intentionally buy popular figures to flip them for a profit. A figure with a Manufacturer’s Suggested Retail Price (MSRP) of $150 could easily skyrocket to $300, $400, or more if it’s highly sought after. Pre-ordering is your number one defense against this predatory practice.
- Lock in the Best Price: By pre-ordering, you are securing the figure at its original retail price. You are protected from the volatile price fluctuations of the aftermarket. Even if the figure’s value doubles upon release, you will only pay what you originally committed to.
- Access to Pre-Order Bonuses: Some retailers, particularly the manufacturer’s own online shop (like the Good Smile Online Shop), offer exclusive bonus items for those who pre-order directly from them. This could be anything from an alternate face plate or a small acrylic stand to a special wall scroll. These bonuses are often unavailable anywhere else and can significantly increase a figure’s desirability.
The Pre-Order Timeline: From Announcement to Your Shelf
The journey of an anime figure is a long one, often taking a year or more from its first reveal to its arrival at your door. Understanding this timeline is key to managing your expectations and your budget.
- Announcement & Prototype Reveal: A figure’s life begins with an announcement. This can be a simple text announcement or a glimpse of concept art. This is followed by the reveal of an unpainted prototype at industry events like Wonder Festival. This is when the initial hype builds.
- Painted Prototype & Pre-Order Window Opens: Several weeks or months later, the manufacturer releases official photos of the fully painted prototype. This is the most exciting stage. Shortly after, the “pre-order window” opens across various online retailers. This window typically lasts for one to two months. This is your time to act.
- Pre-Order Window Closes: Once the deadline passes, retailers stop taking orders. The manufacturer then uses the total number of pre-orders received globally to determine the final production quantity. This is why most figures are “made-to-order.”
- Production Period: The figure goes into production, a process that can take anywhere from 6 to 18 months. During this time, the release date is often an estimate.
- Release Date & Potential Delays: The figure is finally given a firm release month. It is extremely common for this date to be delayed. Manufacturing complexities, quality control, or logistical issues can push a release back by several months. Patience is a virtue in this hobby.
- Shipping & Arrival: Once released in Japan, the figure begins shipping from retailers. If you ordered from a Japanese store, it will be sent to you directly. If you ordered from a domestic retailer (e.g., in the US or Europe), they will receive their bulk shipment from Japan and then forward your copy to you, which adds a bit of extra waiting time.
Where to Pre-Order: Your Global Shopping Guide
Choosing the right store is one of the most important decisions you’ll make. Retailers can be broadly categorized into Japanese-based stores and domestic/global stores. Each has its pros and cons.
Japanese Retailers (Ships Directly from Japan)
Ordering from Japan often gets you the figure fastest and sometimes cheapest, but requires understanding international shipping.
- AmiAmi: Arguably the most popular and largest hobby shop for international collectors.
- Pros: Huge selection, often offers a 10-15% discount off MSRP, excellent packaging, and a “pay-when-item-is-in-stock” policy. You don’t pay upfront.
- Cons: Shipping from Japan can be expensive (options range from Surface Mail to DHL/EMS). Canceling pre-orders is heavily frowned upon and can lead to account termination.
- Hobby Search (1999.co.jp): Another top-tier choice, very similar to AmiAmi in its operation.
- Pros: Great selection, competitive pricing, and a reliable “pay-later” system.
- Cons: Like AmiAmi, international shipping costs are a major factor, and their cancellation policy is strict.
- Good Smile Company Global Online Shop: The official manufacturer’s store.
- Pros: The only place to get many exclusive pre-order bonuses. Flat-rate shipping (around ¥2,000, or roughly $18-20 USD) per order, which can be a great deal for large or multiple items.
- Cons: You usually pay the full MSRP. Payment may be taken upfront or closer to the release date depending on the item.
- HobbyLink Japan (HLJ): A veteran in the business known for its excellent customer service.
- Pros: Features a “Private Warehouse” system where you can store items for up to 60 days and ship them together to save on costs. More lenient cancellation policy.
- Cons: Discounts are generally not as deep as AmiAmi’s.
US & Global Retailers
These stores are based outside of Japan and act as importers. They are often more beginner-friendly.
- Good Smile US Shop: The official US branch of Good Smile Company.
- Pros: Flat-rate shipping (e.g., $10 within the US). Prices are in USD, so no currency conversion is needed. Customer service is US-based.
- Cons: Figures typically arrive 1-3 months after the Japanese release date because they have to wait for the bulk shipment to arrive from Japan first.
- Crunchyroll Store (formerly Right Stuf Anime): A major US-based retailer for all things anime.
- Pros: Offers free shipping on orders over a certain threshold (e.g., $50 or $100). Frequent sales and promotions. US-based customer support.
- Cons: Prices are often at or slightly above MSRP. They also receive stock after the Japan release. Payment is typically taken upfront for pre-orders.
- BigBadToyStore (BBTS): A popular US store catering to all types of collectibles, not just anime.
- Pros: Famous for their “$4 flat rate shipping” in the US and “Pile of Loot” system, which is similar to HLJ’s warehouse. Excellent customer service and a very flexible, no-hassle pre-order cancellation policy.
- Cons: Often has the highest prices (a “collector-friendly” markup). They are usually the last to receive stock, sometimes 3+ months after the Japanese release.
- Aniplex+ (US): The exclusive storefront for figures based on Aniplex properties (Demon Slayer, Fate/Grand Order).
- Pros: The only official source for their highly detailed and often complex limited-edition figures.
- Cons: Their figures are premium-priced and can only be purchased through their store. Payment is taken upfront.
| Feature | Japanese Retailers (e.g., AmiAmi) | US/Global Retailers (e.g., Crunchyroll) |
| Price | Often discounted from MSRP | Usually full MSRP or slightly higher |
| Payment | Pay when shipped (usually) | Pay upfront (usually) |
| Shipping Cost | Varies, can be expensive | Often cheaper, with free shipping offers |
| Release Speed | Fastest, ships upon JP release | Slower, ships 1-3+ months after JP release |
| Cancellation | Strict, can risk account ban | Generally more flexible |
| Best For… | Experienced collectors seeking speed & discounts | Beginners, budget-conscious shippers |
Beating the Scalpers: Strategies for High-Demand Releases
For certain characters or series, the pre-order window can feel like a warzone. Figures from wildly popular franchises like Genshin Impact or limited releases from brands like FREEing can sell out in minutes. Here’s how to prepare:
- Know the Time and Date: Follow manufacturers (like @GoodSmile_US) and retailers (@AmiAmi_English) on social media. They will announce the exact date and time pre-orders go live. Remember to convert JST (Japan Standard Time) to your local time zone.
- Be Prepared: Minutes before the pre-order goes live, be logged into your chosen retail site. Have your payment information and shipping address saved to your account profile to ensure the fastest possible checkout.
- Have Backup Stores Ready: Don’t rely on just one store. Have tabs open for 2-3 different retailers. If AmiAmi crashes from the traffic (which can happen), you can quickly switch to Hobby Search or another option.
- Don’t Hesitate: For hyped releases, there is no time to “think about it.” If you know you want the figure, your goal is to get it into your cart and complete the checkout process as quickly as humanly possible.
- Understand “Order Stop” vs. “Sold Out”: Sometimes, a store’s initial allocation sells out, and the status changes to “Order Stop.” However, they may receive more allocation later, or people may cancel orders, causing the item to briefly come back in stock. You can use page-monitoring browser extensions to get an alert if this happens.
Managing Your Pre-Orders: Stay Organized and On Budget
As your collection grows, so will your list of pending pre-orders. Staying organized is essential to managing your hobby and your finances.
- Track Your Orders: Use a spreadsheet or a dedicated site/app like MyFigureCollection.net. Log what you ordered, where you ordered it from, the price, and the expected release month.
- Budget for the Future: Since most Japanese stores use a “pay later” model, it can be easy to overcommit. Keep a running total of what you will owe for each month. If a figure is scheduled for October 2025, make sure you have the funds set aside for when that payment request email arrives.
- Plan for Shipping Costs: Remember that the price on AmiAmi is before shipping. For a standard 1/7 scale figure, shipping from Japan to the US can range from $20 (Surface) to $60+ (DHL). Factor this into your total cost.
- Know the Cancellation Policy: Life happens. Sometimes you need to cancel a pre-order. If you ordered from a store with a flexible policy like BBTS, it’s no problem. If you ordered from AmiAmi or Hobby Search, you should contact their customer service immediately to request a cancellation. Do not simply ignore the payment request, as this is the fastest way to get your account banned. A polite request explaining the situation may be granted, but do not make a habit of it.
Your Gateway to a Dream Collection
Pre-ordering is the heart of the anime figure collecting hobby. It is the system that allows manufacturers to create stunning, niche works of art and ensures that dedicated fans can own them. By understanding the timeline, choosing the right retailers for your needs, and planning ahead, you transform the pre-order process from a source of anxiety into a powerful tool.
It empowers you to bypass the frustrations of sold-out stock and defy the predatory aftermarket. It is your direct line to securing a piece of your favorite series, meticulously crafted and delivered at a fair price. So the next time you see that painted prototype of your grail character revealed, you’ll be ready. You’ll know exactly where to go and what to do to ensure that, in a year’s time, that work of art will be the centerpiece of your collection.