Overview

Amazon is actively encouraging sellers to list used, pre-owned, and open-box products across its European marketplaces. With the secondhand ecommerce market in the EU projected to reach 192 million users by 2029, the company sees significant growth potential and wants its seller base positioned to capture it. For sellers already operating in Europe, this opens a practical path to diversify inventory and reach cost-conscious buyers without major operational changes.

What's New

• Used listing promotion — Amazon is now actively pushing sellers to list returned, pre-owned, and open-box inventory alongside new products on EU marketplaces
• Simplified listing workflow — Sellers can create used listings by selecting an existing product and choosing the appropriate condition tier, with no separate account needed
• Condition category requirements — Each listing must specify whether items are like-new, pre-owned with wear, or open-box unused, setting clear buyer expectations
• Circular economy positioning — The initiative aligns with EU regulatory trends around sustainability and extending product life cycles

Why the EU Secondhand Market Matters

The European resale market has moved well beyond niche status. Consumer attitudes have shifted considerably, with younger demographics increasingly treating secondhand purchases as both financially smart and environmentally responsible. Amazon's projection of 192 million secondhand ecommerce users by 2029 underscores how mainstream the category has become.

Several forces are driving this trend: persistent price sensitivity across European markets, rising environmental awareness, and improved consumer trust in online resale platforms. For Amazon sellers, this means a large and growing customer base that is actively searching for quality used products at competitive prices. EU regulatory movements toward circular economy principles are further accelerating the shift, reshaping how marketplaces must operate across the region.

How Sellers Can Get Started

The listing process fits into existing seller workflows. Sellers create a listing, select the relevant product, and choose from available condition categories. Amazon provides condition guidelines that vary by product type — electronics, books, apparel, and other categories each carry their own grading standards.