Hyundai Motor America is encouraging more dealers to join its Amazon retail program in preparation for a consumer launch later this year. The automaker’s U.S. CEO, Randy Parker, has communicated with dealers about the progress of this collaboration with Amazon, which will allow customers to buy a Hyundai online.
Hyundai highlights several benefits for dealers who sign up for the program, including access to millions of Amazon shoppers, increased sales opportunities, and an enhanced dealership brand image as innovative and customer-focused. However, the program has limited onboarding capacity, and not all interested dealers may be able to join immediately.
The initiative was initially piloted with 18 dealers in major markets such as Los Angeles, Atlanta, New York, and Denver, using Amazon employees in those regions. An Amazon employee completed the first vehicle delivery through this program, a 2024 Hyundai Santa Fe, in Seattle.
According to an Amazon spokesperson, the feedback from both customers and dealers in the beta phase has been positive. The beta phase has helped identify and address complex technical issues associated with completing a vehicle sale entirely online. Amazon continues to add new dealers to the beta and plans to expand the program’s reach to more metropolitan areas.
Despite the positive reception, dealers still have many unanswered questions and concerns. Don Hall, president of the Virginia Automobile Dealers Association, highlighted issues such as how Amazon will handle trade-ins and leasing. Currently, the program only supports cash purchases and financing through Hyundai Capital, with trade-ins and leasing features still in development.
Dealers are also concerned about potential pricing issues and competition from third-party merchants selling accessories. Ensuring compliance with minimum advertised pricing policies will be critical to prevent a race to the bottom in vehicle pricing. Additionally, the question of customer ownership—whether it belongs to Amazon or the selling dealer—remains unresolved.
Hyundai aims to address these concerns as the program develops, leveraging its captive financing to offer competitive offers and incentives. The automaker and Amazon are working together to refine the shopping experience and prepare for the program’s general availability later this year.
