Amazon: How Circularity is Saving Europe US$44.4bn
Today we are throwing away more than 50 million tonnes of electronic and electric goods, worth more than US$62 billion, every year, including rare earth minerals, gold and copper, according to the World Economic Forum.
Circularity is key and new research commissioned by Amazon shows that the market for online pre-owned products saw customers across Germany, France, the UK, Italy and Spain save more than €37.7bn (almost US$44.4bn) in 2024.
Across these countries, the research also found that it kept more than 740 million products in circulation.
A thriving second chance market
The research carried out by the Centre for Economics and Business Research (CEBR) looked at the size of the Second Chance Market which includes:
- Used items
- ‘Open-box’ items - items that have been opened but not used
- Refurbished products - pre-owned products that have been inspected, cleaned and repaired.
“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 €2bn across Europe and the UK in 2024," says 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.”
What’s the impact of circularity?
Amazon’s research is from the Second Chance Impact Report, highlighting a growing commercial market for Second Chance Products.
The company finds that the increase in circularity is driven by:
- Cost of living pressures
- The environmental benefits of keeping products in circulation
- The convenience of second-hand products being available online.
It found that 85% of under 34s across the five European countries shop Second Chance online, with rates as high as 91% in France and 89% in Spain.
The high rate of under 34’s changes once the group changes to over 55’s, dropping to 52% showing a generational difference in the adoption of circular shopping.
Data now finds that more than one third (34%) of European consumers no longer believe that new is better than used.
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.
Amazon’s data shows that there is a clear shift in priorities, moving toward practicality, affordability and environmental responsibility.
Do circularity barriers exist?
Amazon’s report stresses that consumer awareness continues to outpace purchasing behaviour.
Despite this, Europe’s Second Chance economy is forecast to reach more than €23.8bn (US$28bn).
Amazon states that, for the Second Chance market to unlock greater growth, retailers must overcome lingering barriers like product condition concerns and perception of lack of 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, 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’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.
