Hertz Global Holdings (NASDAQ: HTZ) announced a new partnership with Amazon Autos on Wednesday, highlighting Hertz with Amazon as a pioneering collaboration. The initiative enables customers to purchase vehicles directly from its rental fleet through Amazon’s online marketplace. The move positions Hertz Car Sales as the first fleet dealer featured on Amazon Autos, marking a strategic step for both companies in reshaping the used car buying experience.
Beginning this week, customers in Dallas, Houston, Los Angeles, and Seattle can browse, finance, and purchase thousands of pre-owned Hertz vehicles — including models from Ford, Toyota, Chevrolet, Nissan, and other major brands — through Amazon. Once purchased online, customers will be able to pick up their vehicles from designated Hertz Car Sales locations. Expansion to Hertz’s 45 nationwide sales outlets is planned in the coming months.
A Strategic Push into Digital Auto Sales
The partnership reflects Hertz with Amazon’s efforts to diversify revenue streams and optimize its large vehicle fleet. As a rental car giant, the company regularly cycles out vehicles to keep its fleet fresh and reduce maintenance costs. Selling these cars directly to consumers through Amazon’s widely used platform could allow Hertz to capture higher margins than through wholesale channels, while meeting consumer demand for convenience and trust in online shopping.
“Our goal is to reimagine the car-buying experience and meet customers where they are, whether online or in person, with convenience, confidence, and scale,” said Jeff Adams, executive vice president of Hertz Car Sales. “Amazon Autos is the ideal partner to help us deliver on this as customers can shop our expansive inventory of high-quality used cars on the same trusted marketplace where millions shop every day.”
For Amazon, the collaboration with Hertz with Amazon strengthens its growing presence in the automotive retail market. In late 2024, the company partnered with Hyundai to allow customers to purchase new vehicles through Amazon in select U.S. cities, including New York, Los Angeles, and Chicago. By adding Hertz vehicles to its offerings, Amazon Autos expands its product portfolio while bringing more dealerships and fleet operators onto its platform.
“This collaboration allows us to offer an expanded selection of well-maintained vehicles from more dealerships across the country, while maintaining the simplicity that customers expect from Amazon,” said Fan Jin, Global Head of Amazon Autos.
Enhancing Consumer Confidence
To address common concerns about purchasing used vehicles, Hertz will provide a 115-point inspection process, a 12-month/12,000-mile powertrain warranty, and a seven-day/250-mile buyback guarantee. In addition, all purchases will include 24-hour roadside assistance, underscoring Hertz’s effort to build customer trust and differentiate its offering in the competitive used car market.
The digital-first process also reflects broader shifts in consumer behavior, with buyers increasingly comfortable making high-value purchases online. By combining Hertz’s nationwide vehicle supply with Amazon’s user-friendly platform and financing options, the companies aim to streamline the transaction process from browsing to delivery.
Market Response and Future Outlook
Investors responded positively to the announcement. Hertz shares rose nearly 9% in premarket trading following the news before closing up more than 5% on Wednesday. The partnership is seen as a potential growth driver for Hertz at a time when the rental car firm continues to refine its business model and improve operational efficiency.
For Amazon, the addition of inventory from Hertz with Amazon further positions its autos division as a disruptive force in vehicle retailing, expanding beyond new car partnerships to capture share in the sizable used car market. According to industry analysts, the U.S. used car market is valued at over $800 billion annually, representing a major opportunity for digital platforms to innovate and simplify the purchasing experience.
As Hertz with Amazon scales its presence on Amazon Autos throughout 2025, the initiative will be closely watched as a test case for how rental fleet operators and e-commerce platforms can collaborate to meet evolving consumer expectations in the auto retail space.
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