In a significant move for the automotive retail sector, Ford Motor Co. has announced a groundbreaking partnership with Amazon.com Inc. that will allow Canadian consumers to purchase certified used vehicles directly through the e-commerce giant's platform. This strategic alliance, revealed on November 17, 2025, marks Ford as the second major automaker to leverage Amazon's massive online reach for vehicle sales.
Expanding Ford's Digital Footprint
The collaboration will see Ford's Blue Advantage certified used cars available through the Amazon Autos portal, where shoppers can browse inventory, arrange financing, and complete purchases using the familiar "add to cart" functionality. This digital initiative represents Ford's latest effort to modernize the car-buying experience and compete with online automotive retailers like Carvana Co. and CarMax Inc.
According to Wendy Lane, senior manager of Ford's Blue Advantage unit, the partnership capitalizes on Amazon's trusted reputation and widespread consumer adoption. "Everyone has an Amazon account," Lane noted. "Knowing that it is a trusted source for consumers and having our vehicles listed there, we're really excited to see how it works and how well consumers adopt it."
Transparent Buying Experience
The Amazon vehicle search tool provides prospective buyers with comprehensive access to each vehicle's service history and detailed condition reports before purchase. All vehicles sold through the program undergo multi-point inspections and come with limited warranties of up to one year or 12,000 miles. Perhaps most appealing to modern consumers: all vehicles are sold at set prices with no negotiation required.
Ford's initial rollout includes participating dealers in Los Angeles, Seattle, and Dallas, with plans to expand nationally in the coming months. The automaker reported that approximately 200 of its 2,800 dealers across the United States have already expressed interest in selling through Amazon.
Strategic Business Move
This partnership arrives at a critical juncture in the automotive market, where average new car prices have surpassed a record US$50,000, driving more budget-conscious consumers toward used vehicle options. According to automotive researcher Edmunds.com, the average price of a three-year-old used vehicle reached US$31,067 in the third quarter—the highest level in three years.
Unlike Tesla's direct-to-consumer online sales model that bypasses traditional dealerships, Ford is working collaboratively with its independent retailers through the Amazon partnership. Lane emphasized that Ford's primary objective is to drive traffic to dealer lots and keep car buyers within "Ford's ecosystem" for ongoing service and future vehicle purchases.
Fan Jin, global leader of Amazon Autos, stated: "By working with exceptional Ford dealers who share our commitment to customer service, we're creating a car buying experience that combines trusted vehicle certification with the convenience Amazon is known for."
Ford indicated that the company will evaluate the performance of used vehicle sales on Amazon before considering whether to expand the partnership to include new vehicle offerings. Following the announcement, Ford's shares experienced minimal movement, declining less than one percent in morning trading in New York.
