Ford Motor Co. (F) is taking the plunge into Amazon's digital marketplace, partnering with Amazon.com Inc. (AMZN) to sell its Blue Advantage certified used vehicles directly through the e-commerce giant's platform. This makes Ford the second major automaker to leverage Amazon's massive reach, though they're taking a different approach than Hyundai, which already sells new cars through Amazon Autos.
Ford's strategy focuses on certified pre-owned vehicles for now, a move that balances modern convenience with support for traditional dealer networks. According to a Monday Bloomberg report, shoppers can browse available inventory, arrange financing, and complete their purchase using Amazon's familiar "add to cart" feature. After clicking buy, customers pick up their new-to-them vehicles at participating Ford dealerships.
Starting Small, Thinking Big
The program is rolling out initially in three major markets: Los Angeles, Seattle, and Dallas. But Ford isn't stopping there. About 200 of the company's 2,800 U.S. dealers have already expressed interest in joining the program, paving the way for a potential nationwide expansion. All vehicles sold through Amazon come with fixed, no-haggle pricing, multi-point inspections, and limited warranties covering up to one year or 12,000 miles.
The timing makes sense. Consumers have increasingly embraced online car-buying platforms like Carvana Co. (CVNA) and CarMax Inc. (KMX), seeking a faster, more transparent process. With average new-car prices topping $50,000, the hassle-free appeal of online shopping has only grown stronger. Ford's goal is to meet buyers where they're already comfortable shopping while keeping them engaged in its ecosystem for ongoing service and future purchases.
Strong Numbers Amid Persistent Challenges
Ford stock has surged 32% year to date, supported by solid third-quarter results announced on October 23. The company delivered earnings of 45 cents per share, handily beating analyst estimates of 36 cents. Revenue reached $47.18 billion, exceeding expectations and improving from the previous year. Not everything was rosy though—losses in the Model e EV division widened to $1.4 billion, though volume gains in Europe provided some offset.
Meanwhile, CEO Jim Farley has been sounding the alarm about a skilled technician shortage that he considers a crisis. Ford alone has 5,000 open service bays sitting empty despite offering jobs that pay $120,000 annually. These aren't quick-learn positions either—they take years to master. Farley has framed the shortage as more than just a business problem, warning that failing to train the next generation of technicians threatens U.S. industry and even national defense, calling technical talent a matter of "self-defense."
The technician gap has been a recurring theme in Farley's public remarks. He's noted that over 6,000 dealership service bays have previously sat vacant, compounding the pressure from mounting recalls—134 for 2025 so far. Despite the mounting challenges, Farley remains optimistic, viewing the recall and repair backlog as Ford's biggest near-term improvement opportunity.
The Digital Shift Continues
By bringing certified used cars to Amazon's platform, Ford is acknowledging a fundamental shift in how people shop for vehicles. The partnership combines the convenience of online shopping with the reassurance of dealer support, a hybrid model that could resonate with buyers hesitant to fully abandon the traditional dealership experience.
Price Action: Ford stock traded down 1.08% to $13.05 on Monday.
