Ford Expands Digital Retailing Through Amazon Autos
Next day delivery Prime? Can we return it Kohls or UPS if we don’t want it? Wonder if Porch Pirates will try to steal my freshly delivered ride? These are the top comments we saw online when Ford announced it was partnering with Amazon Autos to offer buyers an almost completely remote car buying experience for certified pre-owned Ford cars, trucks, and SUVs.
Ford Motor Company is taking another step into online vehicle sales by partnering with Amazon to offer CPO (certified pre-owned) vehicles through the ecommerce giant’s platform. The new program enables customers to line up financing, begin paperwork, and schedule pickup at a participating Ford dealership. While the process is mostly digital, the company notes that certain steps (such as final signing) may still require an in-person visit.
The move builds on Amazon’s earlier push into automotive retail, which began two years ago when it opened its platform to franchised dealers starting with Hyundai. Ford’s approach differs in that the listings focus on certified pre-owned vehicles rather than new cars. CPO models are used vehicles inspected, refurbished, and certified by the automaker or dealer. They carry added warranty protection and are often viewed as a higher-quality alternative to traditional used cars.
Early Dealer Adoption and Customer Benefits
Ford says dealer interest has been strong. According to the company, more than 160 of its roughly 2,900 U.S. retailers have “raised their hands” to join the program, with about a dozen already fully onboarded and another 10 set to launch next week. Amazon has also continued building out its automotive ecosystem, having partnered with Hertz earlier this year to sell used rental vehicles on its site.
“The addition of Ford certified pre-owned vehicles to Amazon Autos represents an exciting expansion of our store, giving customers access to thousands of quality vehicles backed by Ford’s comprehensive inspection and warranty programs,” Fan Jin, global leader of Amazon Autos, said in a release.
Ford’s offering includes a 14-day or 1,000-mile money-back guarantee and a three-tier certification structure with varying warranty levels. The vehicles are already available in Los Angeles, Seattle, and Dallas, with plans for additional markets soon.
How the Partnership Fits Into Dealer-Based Sales Laws
Despite the shift to online platforms, one element remains unchanged: franchised dealers are still the legal sellers of the vehicles. Amazon’s partnerships with Ford and Hyundai reflect the complexities of state franchise laws, which often limit or prohibit direct-to-consumer sales for new vehicles. Those restrictions are less strict for used vehicles, making CPO and other preowned models more viable for digital-first sales strategies.
As traditional automakers navigate the evolving landscape of online retail, partnerships like this highlight a growing hybrid approach where ecommerce convenience like Amazon Autos meets longstanding dealer networks.
