Amazon: Pre-Owned Product Market Reaches $25.4bn in the EU
Today, more than 50 million tonnes of electronic and electric goods are discarded each year, translating to over US$62bn in value, including rare earth minerals, gold and copper, as highlighted by the World Economic Forum.
Transitioning towards a circular economy is paramount, and new research commissioned by Amazon underscores this transformation within the manufacturing sector.
The findings reveal that the market for online pre-owned products enabled customers across Germany, France, the UK, Italy and Spain to conserve nearly €37.7bn (~US$44.4bn) in 2024.
In these countries, this initiative maintained the circulation of over 740 million products, indicating a substantial impact on reducing waste and promoting sustainability in manufacturing practices.
A thriving second-chance market
The study conducted by the Centre for Economics and Business Research (CEBR) examined the Second Chance Market, involving:
- Used items
- ‘Open-box’ items – products opened but unused
- Refurbished products – inspected, cleaned and repaired pre-owned goods.
“Customers are actively seeking second-hand items across a broad range of categories - from tech and fashion to home appliances," says Mariangela Marseglia, VP of EU Stores at Amazon.
“On Amazon, second-hand product sales exceeded €2 billion across Europe and the UK in 2024. Reselling returned items isn’t just good for the planet and for business – it’s what our customers want,” she adds.
What’s the impact of circularity?
Amazon’s research from the Second Chance Impact Report highlights a burgeoning market for Second Chance Products, with several factors increasingly influencing the manufacturing landscape:
- Cost of living pressures.
- Environmental benefits of keeping products in circulation.
- The convenience of purchasing second-hand products online.
The research shows that 85% of individuals under 34 across the five European countries prefer shopping for Second Chance products online, with France at 91% and Spain at 89%.
This trend is less prevalent among those over 55, with only 52% partaking, indicating a generational shift in purchasing behaviour.
Furthermore, 34% of European consumers have changed their perception, acknowledging that used goods can be as valuable as new ones.
Across Germany, France, the UK and Italy, a quarter of second-hand purchases represent transactions that would not have occurred without this alternative.
Amazon’s data clearly shows an evolving shift in priorities, emphasising practicality, cost-effectiveness and environmental responsibility.
Do circularity barriers exist?
Despite increasing awareness, Amazon’s report indicates that actual purchasing behaviours still trail behind.
Yet, Europe’s Second Chance economy is projected to exceed €23.8bn (~US$28bn).
Amazon suggests that further growth hinges on overcoming hurdles like concerns about product condition and the perception of inadequate warranties.
“European consumers are embracing second-hand shopping like never before and it’s reshaping the retail landscape,” says Sam Littlejohn, Amazon's Head of Returns and Repairs in Europe.
“We’re seeing incredible momentum, with financial pressures and the environmental benefits of keeping products in circulation as key motivations for shopping second-hand.
“At Amazon, we’re proud to support this shift with dedicated teams across Europe checking and refurbishing items for resale, making it easier than ever for customers to find quality, affordable, pre-loved products they can trust,” he adds.
Amazon’s Second Chance offerings, including Amazon Resale, involve placing returned products back on sale at discounted prices, offering quality used, refurbished or open-box products to customers with the benefits of Amazon delivery, customer service and convenient returns.
Through Amazon Renewed, expertly refurbished products are offered from qualified selling partners at competitive prices, all backed by the Amazon Renewed Guarantee.
