Ford Motor Co. (NYSE:F) is rolling out a new digital retail initiative that will allow consumers to purchase certified pre-owned Ford vehicles directly through Amazon’s (NASDAQ:AMZN) online marketplace, expanding the automaker’s push into e-commerce.
The program—launching first in Los Angeles, Seattle, and Dallas—will feature inventory from roughly 20 participating Ford dealerships, with more stores preparing to join as the rollout progresses. According to Ford, as many as 160 to 180 dealers have expressed interest in offering their certified used vehicles on Amazon.
Shoppers using the platform will be able to search dealer inventory, compare vehicles, and complete their purchase entirely online. Vehicle pickup, however, will still take place at the dealership selected at checkout. For now, Ford is limiting the program to certified pre-owned models that have passed the company’s inspection process and include warranty coverage.
The move positions Ford alongside Hyundai in offering online alternatives for car buyers who prefer to bypass traditional showroom visits. While Tesla (NASDAQ:TSLA) sells vehicles directly to consumers, both Ford and General Motors (NYSE:GM) continue to operate under state franchise laws that require new-vehicle sales to go through dealers.
Ford CEO Jim Farley has previously said that Tesla’s direct-to-consumer model enables a meaningful cost advantage. Under his leadership, Ford has increasingly leaned on digital retail solutions, particularly for electric vehicles.
The Amazon partnership also arrives as consumers gravitate toward more streamlined purchasing experiences, a trend that has fueled the rapid growth of online auto retailers such as Carvana (NYSE:CVNA) and CarMax (NYSE:KMX).