eBay is redefining the pre-loved fashion experience with the launch of Authenticity Guarantee for apparel in the UK, expanding its industry-leading authentication service to cover the entire outfit, from apparel and shoes to accessories. This expansion reinforces eBay’s commitment to building trust in the pre-loved market, offering shoppers even greater confidence when buying pre-loved designer fashion.
Already trusted for authenticating luxury watches, handbags, sneakers and jewellery, this expansion extends eBays expertise across the entire fashion spectrum, marking a significant milestone for both circular fashion and pre-loved credibility. Every eligible item will be meticulously verified by expert authenticators before it reaches your doorstep, offering shoppers full-look confidence from head-to-toe.
“Trust is one of the biggest hurdles in pre-loved fashion,” said Kirsty Keoghan, GM European Fashion, eBay. “Expanding Authenticity Guarantee to clothing gives people the confidence to buy the styles they love, from staples to statement pieces, knowing every item has been verified by experts. With whole-look authentication now possible, our goal is to make pre-loved fashion a natural first choice.”
Since launching Authenticity Guarantee in the US, eBay has continued to scale its authentication programme globally. Throughout April-June 2025, the programme surpassed one million items inspected in a single quarter for the first time globally, with 15 million items having been inspected to date.1 According to eBay’s latest Watchlist Trend Report, search behaviour on the platform reflects a growing appetite for pre-loved designer fashion, spanning established legacy brands to rising accessible luxury labels.2
How it works
When an eligible item is sold, it’s sent to eBay’s UK authentication centre, where specialist authenticators check it against brand-specific criteria. If the item passes, it’s sent on to the buyer with a tracked delivery and a unique QR-enabled authentication card.
Authentication is free for the buyer, with no hidden fees, and the process is fast, seamless and fully integrated into the eBay experience.
What’s covered under AG
eBay Authenticity Guarantee now spans five fashion and luxury categories:
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Sneakers from select brands listed at £100+
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Watches from select brandspriced at £1,500+
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Handbags and accessories from select luxury brands
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Jewellery from select brandspriced at £500+
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Apparel, shoes and accessories from select brands priced at £200+
Build your authenticated pre-loved wardrobe today:
ebay.co.uk/authenticity-guarantee-fashion.
This is pre-loved, without second guessing.
1eBay Inc. Second Quarter 2025 Results [July 2025], available here.
2eBay's Watchlist Trend Report [August 2025], available here.