Amazon has added Ford to its new online car-buying hub, allowing customers to browse, finance, and purchase certified pre-owned Ford vehicles directly on Amazon Autos.
The program launches with in-person pickup at Ford dealerships, blending online convenience with the traditional dealership handoff.
Ford becomes the second automaker on the platform after Hyundai, signaling Amazon’s growing push into digital auto retail.
But unlike Hyundai’s rollout across 48 cities, Ford’s certified pre-owned vehicles will initially be available only in Los Angeles, Seattle, and Dallas, with Amazon saying more markets are “coming soon.”
Dealers Still Hold Control of Pricing and Delivery
Even with Amazon sitting at the center of the experience, Ford’s dealers will maintain major control over the transaction, including pricing, servicing, and delivery scheduling. Amazon is positioning itself as a connector rather than a disruptor, acting as a middleman between millions of Amazon users and local Ford dealerships.
The company is pitching this collaboration to dealers as “a new sales channel that connects them with millions of Amazon customers,” supported by Amazon’s massive base of over 310 million active users. The strategy underscores Amazon’s need to win over dealers as much as customers in its attempt to move deeper into the automotive market.
Certified Pre-Owned Fords With Full Warranty Support
Only certified pre-owned Ford vehicles will appear on Amazon Autos, meaning shoppers won’t find brand-new models. Ford says each listed vehicle has been “inspected, reconditioned, and comes with a Ford warranty, Ford Rewards points, and in some cases, a money-back guarantee,” ensuring buyers get dealership-grade assurance through an online platform.
“It’s about delivering the best of both worlds to our customers,” said Robert Kaffl, Ford’s executive director of US sales and dealer relations. All Amazon-listed vehicles will also come with Ford’s roadside assistance guarantees, adding an extra layer of security for online shoppers.
Car buyers increasingly complain about dealership visits, which consistently rank among the most stressful consumer experiences. Tesla helped accelerate a shift toward direct-to-consumer sales, but dealership laws in 48 states restrict or ban manufacturers from selling directly to buyers, forcing hybrid models like Amazon’s to emerge.
Tesla faces regular legal battles with dealership associations seeking to block its direct-sale model, but its popularity has started to influence regulatory attitudes. Amazon’s collaboration with Ford reflects a middle-path strategy, modernizing car shopping without dismantling entrenched dealership systems.