The research reveals the thriving market for online pre-owned products saw customers across Germany, France, the UK, Italy, and Spain, save an estimated €37.7 billion over the past five years – and last year kept more than 740 million products in circulation.
The research by CEBR looked at the size of the Second Chance market. This includes used products, ‘open-box’ items, where an item has been returned unused, and refurbished products, where a pre-owned product is inspected, cleaned, and repaired or had other small work done to return it to near-new condition.
“Customers are actively seeking second-hand items across a broad range of categories - from tech and fashion to home appliances. On Amazon, second-hand product sales exceeded €2 billion across Europe and the UK in 2024," said Mariangela Marseglia, VP of EU Stores at Amazon. “Reselling returned items isn’t just good for the planet and for business – it’s what our customers want.”
The impact of Second Chance across Germany, France, the UK, Italy, and Spain
The new research, published in the Second Chance Impact Report, highlights a growing commercial market for Second Chance products, driven by cost-of-living pressures, the environmental benefits of keeping products in circulation, and the convenience of second-hand products being available to purchase online.
It found that 85% of under-34s across the five countries analyzed shop Second Chance online, with particularly high rates in France (91%) and Spain (89%). This is compared to 52% of over-55s, showing a significant generational difference in the adoption of shopping second-hand online. Moreover, more than one third (34%) of European consumers no longer believe that new is inherently better than used. Instead, priorities are shifting toward practicality, affordability, and environmental responsibility.
Across Germany, France, the UK and Italy, a quarter of Second Chance purchases represent sales that wouldn't have happened without the second-hand option. This shows how resale channels create new buying opportunities that might not otherwise occur.
But the report cautions that despite Europe’s Second Chance economy being forecast to reach more than €23.8 billion in 2025, consumer awareness continues to outpace actual purchasing behaviour. For the Second Chance market to unlock greater growth, retailers must overcome lingering barriers such as concerns about product condition and perception of lack of warranties.
Amazon’s Second Chance offerings include Amazon Resale, which puts returned products back on sale at discounted prices. It offers quality used, refurbished, or open-box products to customers with all the benefits of Amazon delivery, customer service and convenient returns. Through Amazon Renewed, Amazon offers expertly refurbished products from qualified selling partners at great prices, all backed by the Amazon Renewed Guarantee. Customers can also shop pre-loved fashion on Luxury Stores at Amazon—including Hardly Ever Worn It for pre-owned designer items and RESPONSIBLE for premium streetwear. Across the UK and Europe, customer demand for second-hand shopping on Amazon has driven more than €2 billion of sales in 2024.
While saving money remains the primary motivator for 34% of European shoppers, attitudes are evolving. Environmental impact is now a major factor, with 30% of consumers citing sustainability concerns as a key reason for buying second-hand.
Sam Littlejohn, Amazon's Head of Returns and Repairs in Europe, said: “European consumers are embracing second-hand shopping like never before – and it’s reshaping the retail landscape. We’re seeing incredible momentum, with financial pressures and the environmental benefits of keeping products in circulation, 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.”
Amazon is working to accelerate the shift to a circular economy by making it easier for customers to buy pre-owned items, trade in devices, repair products, and recycle. This work forms part of Amazon's broader sustainability goals as co-founder of The Climate Pledge to reach net-zero carbon by 2040. To achieve this, Amazon is taking steps to decarbonise its global operations, investing in carbon-free energy, investing in electric vehicles in its transportation network, reducing packaging and minimising waste, and investing in climate innovations through The Climate Pledge Fund.
