TLDR
- Amazon has expanded Amazon Autos to include Kia, Mazda, Subaru, Chevrolet, and Jeep — up from its original Hyundai-only launch in late 2024.
- The platform is now live in over 130 cities across the U.S., including Los Angeles, Dallas, and New York.
- Amazon works with local dealerships rather than replacing them — dealers list cars, set fixed prices, and handle pickup or delivery.
- New car sales represent a $1.3 trillion U.S. market, and automakers alone are projected to spend over $30 billion on advertising this year.
- Wall Street analysts hold a Strong Buy consensus on AMZN, with an average price target of $284.20, implying roughly 19.5% upside.
Amazon quietly started selling cars online in late 2024 with just one brand. Now it’s turning into a proper car marketplace.
Amazon Autos has added Kia, Mazda, Subaru, Chevrolet, and Jeep to the platform over the past 18 months. That’s a big jump from the original Hyundai-only launch. The service is now available in over 130 U.S. cities.
Amazon $AMZN has expanded its car sales business to include cars from brands like Chevy, Jeep, Kia, Mazda, and Subaru – WSJ pic.twitter.com/Yqd4hl2NG6
— Evan (@StockMKTNewz) April 13, 2026
The setup is straightforward. Customers browse new cars on Amazon, handle financing online, and complete most of the paperwork from home. The physical pickup still happens at a dealership. Dealers pay a listing fee; buyers don’t pay extra.
Amazon says it has signed up hundreds of dealers so far. “While still early days, we are seeing a strong response from customers and dealers,” said Fan Jin, director of Amazon Autos.
A Market Worth $1.3 Trillion
New car sales in the U.S. hit around $1.3 trillion last year, per the National Automobile Dealers Association. It’s one of the last major retail categories that hasn’t moved meaningfully online.
Amazon is positioning itself as the bridge. The platform uses fixed, no-haggle pricing — a notable departure from the traditional dealership negotiation process that many buyers dread. One industry survey found customers would rather have a root canal than negotiate at a dealership.
Still, early results are mixed. South Bay Hyundai in California, an early participant, sold around 10 vehicles per month initially through Amazon. That has since dropped to about five. The dealership’s general sales manager cited issues with incomplete paperwork and inventory conflicts with walk-in buyers.
A Kia dealer in Glendale, California sold just one vehicle — a $55,000 Kia Carnival — in the first month and a half. He expects growth, but acknowledges it’s still early.
The Advertising Play
The car business could also be a back door into a much bigger opportunity for Amazon: advertising.
Automakers are projected to spend over $30 billion on advertising in 2025 alone. Amazon’s ad business is already one of its fastest-growing segments. By pulling car brands onto its platform, Amazon gains leverage to capture more of that ad spend.
“Amazon is making a big push for advertisers who don’t typically advertise on Amazon,” said Sky Canaves, a retail analyst at Emarketer.
The expansion to brands like Chevrolet (General Motors) and Jeep (Stellantis) puts Amazon in direct competition with traditional car listing sites. It also gives the company a shot at Prime members who are already comfortable buying on Amazon.
AMZN stock is up just 0.05% on the day of the announcement. Wall Street analysts have a Strong Buy consensus on the stock based on 43 Buys and three Holds over the past three months. The average price target sits at $284.20 per share.
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