1998–1999 : Rising popularity

Hamasaki's debut album under Avex, A Song for XX (1999), was "unassuming": its singles—"Poker Face", "You", "Trust", "Depend on You", and "For My Dear..." (all 1998)—were not major hits; the tracks, composed by Yasuhiko Hoshino, Akio Togashi (of Da Pump), and Mitsuru Igarashi (of Every Little Thing), were "cautious" pop-rock songs. However, Hamasaki's lyrics, introspective observations about her feelings and experiences that focused on loneliness and individualism, resonated with the Japanese public. The songs gained Hamasaki a growing following, and the release of the album was a success: it topped the Oricon charts for five weeks and sold over a million copies. For her achievements, she earned a Japan Gold Disc Award for "Best New Artist of the Year".
With Ayu-mi-x (March 1999), the first of a series of remix albums, Hamasaki began moving beyond the pop-rock of A Song for XX and began to incorporate different styles including trance, dance, and orchestra. Composed by Yasuhiko Hoshino and Dai Nagao (of Do as Infinity), the singles released later that year were dance tunes and earned Hamasaki her first number-one single and first million-selling single. Her second studio album, Loveppears (November 1999), not only topped the Oricon charts, it sold nearly 3 million copies. The album also showcased a change in Hamasaki's lyrics. Though the lyrics of Loveppears still dealt with loneliness, many of them were written from a third-person perspective. In support of Loveppears, she held her first tour, Ayumi Hamasaki Concert Tour 2000 A.