Strategic move to expand retail operations
Hertz announced Wednesday a new partnership with Amazon Autos, allowing the car rental company to sell preowned vehicles directly through Amazon’s platform. This initiative aims to strengthen Hertz’s digital retail footprint and increase profitability by targeting a broader consumer base.
Under the deal, customers can browse thousands of used Hertz vehicles on Amazon Autos, complete all paperwork online, and pick up the car at a Hertz location. Initially available in Dallas, Houston, Los Angeles, and Seattle, the program is expected to roll out to 45 U.S. cities.
Boost for Amazon’s growing auto business
This partnership marks a significant expansion for Amazon Autos, which launched in December with Hyundai. Previously limited to digital showrooms, Amazon now offers used and certified preowned vehicles. Hertz becomes the first fleet dealer on the platform, offering cars from Ford, Toyota, Chevrolet, and Nissan.
“Our goal is to reimagine the car-buying experience and meet customers where they are,” said Jeff Adams, EVP 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.”
Part of Hertz’s retail comeback strategy
The move is part of Hertz’s broader strategy to revive its retail operations. After facing bankruptcy in 2020 and a failed electric vehicle initiative, the company rolled out its “Back-to-Basics Roadmap” last year, focused on fleet management, revenue optimization, and cost control.
Hertz reported record retail sales in Q1 2025. During its August 7 earnings call, CEO Gil West emphasized the success of the Rent2Buy program, which allows customers to test used cars for three days before purchase. The initiative is now expanding to over 100 cities.
Implications for the used car market
This collaboration gives Hertz more visibility and a new sales channel in a competitive used vehicle landscape. For Amazon, the partnership helps establish credibility in the auto sales industry while improving customer convenience through its vast e-commerce ecosystem.
