Automaker Expands Digital Retail Strategy Through Amazon Autos
Ford Motor has launched a new partnership with Amazon that will allow its franchised dealers to sell certified preowned vehicles directly through the retail giant’s online platform. The move marks another step in Ford’s broader push to modernize vehicle sales and meet customers where they increasingly shop: online.
The program enables buyers to browse Ford-certified inventory, secure financing, begin paperwork and schedule pickup from participating dealerships. While some final steps will still require in-person signatures, Ford and Amazon say the streamlined process brings the convenience of e-commerce closer to the car-buying experience.
How the Collaboration Works
Amazon opened its site to auto sales two years ago, beginning with new vehicles from Hyundai. Ford’s arrangement differs by focusing on certified preowned units — used vehicles that have undergone inspection, refurbishment and manufacturer-backed certification. These cars typically offer warranties and higher reliability than standard used inventory.
Ford said more than 160 of its roughly 2,900 U.S. dealers have begun onboarding with Amazon, with about a dozen already live and another 10 set to launch next week. Certified preowned Ford vehicles are currently available to Amazon shoppers in Los Angeles, Seattle and Dallas, with expansion planned “in the coming months.”
Fan Jin, global leader of Amazon Autos, said the addition of Ford’s CPO program “expands our store with thousands of quality vehicles backed by Ford’s inspection and warranty programs.”
What Buyers Can Expect
Vehicles listed under the partnership come with a 14-day or 1,000-mile money-back guarantee. Ford will also offer three tiers of certified preowned coverage, each with different inspection points and warranty levels. The company says this tiered structure is designed to give buyers flexibility based on price and protection needs.
The collaboration follows Amazon’s recent moves into the used vehicle market, including a partnership with Hertz to sell retired rental cars online. These shifts highlight how digital platforms are reshaping preowned auto sales, an area with fewer regulatory restrictions than new vehicle transactions.
Dealer Role Remains Central
Although Amazon provides the online storefront, franchised Ford dealers remain the official sellers — a necessity given state laws that prevent automakers from bypassing their dealership networks for new vehicle sales. Those rules are less strict for used vehicles, making certified preowned inventory a strategic focus for digital expansion.
Industry analysts say partnerships like this give traditional automakers the chance to compete with online-first used car retailers while keeping dealers at the center of the transaction. As consumer behavior continues shifting toward digital shopping, more automakers may look to similar hybrid models.
