Amazon’s Secondhand Sales Surge Past £1.7bn Across UK and Europe

According to new research commissioned by Amazon, the online market for pre-owned products across Europe is expected to grow by an impressive £1.73 billion in 2025. The study, conducted by business management consultancy CEBR, found that the secondhand market is already worth around £18.70 billion.

Over the past five years, shoppers in Germany, France, the UK, Italy, and Spain have collectively saved an estimated £32.64 billion by purchasing items that weren’t brand new. The research defined the “second chance” market as including used goods, open-box items, and professionally refurbished products.

So, what’s behind the surge? A combination of rising living costs, growing environmental awareness, and the convenience of online shopping is prompting more consumers to opt for secondhand options. The report showed a clear generational divide: 85% of people under the age of 34 had purchased secondhand goods online, compared to just 52% of those over 55.

Even with the market expected to surpass £20.61 billion by next year, challenges remain. Retailers still need to address lingering consumer concerns around product condition and the perceived lack of warranty or support. These doubts, if not addressed, could slow the momentum of this fast-growing sector.

Amazon VP of EU stores Mariangela Marseglia said: “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.”

She added: “Reselling returned items isn’t just good for the planet and for business, it’s what our customers want.”

Meanwhile, the shift is already being felt across the retail landscape. In April, online marketplace Vinted made headlines after tripling its net profits. The Lithuania-based company reported earnings of £66.39 million for 2024, a considerable jump from £15.41 million the previous year. Their revenue also climbed by 36%, reaching £704.10 million, thanks to a surge in demand for affordable pre-owned items.

Retail giants are taking notice too. Earlier this year, Ikea announced it would expand its secondhand marketplace, following successful pilot programs in Oslo and Madrid. The furniture brand is embracing resale as a core component of its sustainability and affordability strategy.

All signs point to secondhand no longer being second-best. Instead, it's fast becoming a first-choice for millions across Europe, especially younger generations who want to shop smarter, save money, and reduce their impact on the planet.