Hertz Global Holdings (NYSE: HTZ) is taking an important step to boost its retail car sales by offering pre-owned vehicles through Amazon Autos. This new channel allows customers to browse and buy used Hertz cars online, then complete the paperwork digitally and pick up their vehicles at a Hertz location. The effort represents a fresh approach for Hertz as it looks to increase profits beyond its traditional car rental business.
The service launches initially in four cities: Dallas, Houston, Los Angeles, and Seattle. Hertz plans to extend the offering to 45 Hertz Car Sales locations across the United States. By listing vehicles on Amazon Autos, Hertz gains access to a vast audience of online shoppers looking for used and certified pre-owned cars, increasing the range and speed of its retail sales reach.
Customers using Amazon Autos can see detailed inspections powered by artificial intelligence, transparent pricing, and benefits like a 30-day limited warranty and a 300-mile return option. These consumer protections help reduce concerns commonly associated with buying used cars. The setup enables Hertz to sell directly to buyers with fewer obstacles, improving profit margins compared to wholesale sales.
Hertz’s recent corporate strategy focuses on maximizing the value of its fleet with a plan known as Buy Right, Hold Right, Sell Right, which means selecting the best vehicles, maintaining them properly, and timing their sale to maximize returns. This approach helped Hertz report strong retail vehicle sales in early 2025 amid favorable used car prices. Partnering with Amazon is expected to build on those gains by leveraging the e-commerce giant’s data and customer base.
Financially, selling through Amazon Autos allows Hertz to earn higher profits. For instance, a used vehicle priced at $25,000 might generate $3,000 in profit for Hertz in retail sale, compared to $1,500 in a wholesale transaction. This is a crucial advantage for Hertz as it aims to expand its direct-to-consumer sales in the coming years.
The collaboration also complements Hertz’s Rent2Buy program, which lets customers take home a used car for three days before buying it. Available now in more than 100 cities, this program appeals to buyers who want to test a vehicle extensively before committing. Moving part of the sales journey to Amazon broadens this reach and simplifies the process.
Gil West, Hertz’s CEO, has emphasized that expanding the retail side of Hertz Car Sales and building its brand recognition are vital goals. This partnership aligns perfectly with that vision by combining Hertz’s inventory quality with Amazon’s broad customer base and e-commerce expertise.
The used car market is shifting quickly, with technology and consumer habits changing how cars are sold. Hertz’s move to Amazon Autos highlights a path for automotive retailers to grow using digital innovations, wider audiences, and better customer experiences.
Additionally, this arrangement blurs the traditional boundaries between rental fleets and vehicle retail sales. With better control over vehicle lifecycles, Hertz can increase revenue and improve customer satisfaction.
