Yahoo Japan Takes on Amazon, Rakuten With $3.7 Billion Deal

With Zozo in its stable, Yahoo Japan hopes to attract younger fashion-conscious consumers in competition with Amazon

TOKYO—A billionaire entrepreneur’s midlife crisis helped SoftBank Group Corp. affiliate Yahoo Japan Corp. strike the biggest deal in its history and lift its e-commerce business against rivals such as Amazon.com Inc.

Once a corporate cousin of the U.S. Yahoo website, Yahoo Japan is now a separate company under SoftBank’s control and increasingly focused on commerce rather than its original core business of selling advertising against content such as news and sports.

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