Ford to sell used vehicles on Amazon, following Hyundai

Ford Motor will allow customers to browse and buy certified pre-owned vehicles online through Amazon, expanding digital car sales and joining Hyundai in offering online shopping options.

Ford and Amazon announced that shoppers can now access a participating dealer’s inventory of used vehicles directly on the e-commerce platform. The program launches in Los Angeles, Seattle, and Dallas, initially featuring only certified pre-owned models that have passed inspections and include warranties. Customers can complete purchases online but must pick up their vehicles at the dealer.

The move reflects automakers’ growing efforts to create smoother, online-focused shopping experiences as consumers seek alternatives to traditional dealership visits. Tesla already sells directly online, while Ford and General Motors remain bound by U.S. state franchise laws. Ford CEO Jim Farley has highlighted Tesla’s cost advantage from direct sales, and under his leadership, Ford has expanded online availability, especially for electric models.

Approximately 160–180 dealers expressed interest in Ford’s Amazon program, with about 20 actively launching sales. Hyundai became the first automaker to sell vehicles on Amazon in late 2023, and Ford now joins as the second, signaling a shift in how mainstream brands reach customers digitally.

Industry analysts say the Amazon initiative allows Ford to test new sales channels and reach digital-first consumers while remaining compliant with franchise laws. The platform provides greater visibility and convenience, potentially increasing overall sales and customer engagement. By offering an online shopping option, Ford also positions itself to compete with Tesla’s direct sales model and gauge the demand for online car purchases without major upfront investment. Although specific revenue projections are not disclosed, the program represents a strategic step toward modernizing the car-buying experience and tapping into the growing trend of e-commerce in the automotive sector.