Empty product packaging from luxury brands and collectibles has become a profitable niche market on resale platforms. Sellers list empty boxes from items like Rolex watches, Hermès bags, and collectible merchandise for hundreds or thousands of dollars, driven primarily by collectors and resellers seeking authentic original packaging to accompany valuable items—original boxes can significantly increase resale prices and justify substantial spending on packaging alone.

The market has also attracted content creators and aspiring influencers who purchase empty boxes as props for social media content, staging the aesthetic of a luxury lifestyle. Whilst this has created a secondary market for packaging sellers, the phenomenon has spawned fraudulent activity, including counterfeiters using authentic boxes to ship fake products and scammers selling empty containers entirely to deceive buyers.