Hyundai Becomes First Brand to Sell New Cars on Amazon Autos, Letting Buyers Add to Cart and Schedule Dealer Pickup Nationwide

Hyundai is expanding its vehicle-buying channels by launching a first-of-its-kind integration with Amazon Autos, enabling U.S. customers to browse, finance, and purchase new Hyundai vehicles directly through participating Hyundai dealers on the Amazon platform and schedule pickup at a local dealership. This national program represents Hyundai as the sole brand currently offering such a direct-to-consumer experience through Amazon Autos, signaling a bold step in reshaping how cars are discovered, evaluated, and delivered in the modern retail landscape. The rollout covers a broad footprint, reaching 54 national markets that together account for roughly seven-tenths of Hyundai’s U.S. sales, underscoring the scale and strategic ambition behind this initiative. As additional dealer participation, markets, and functionalities continue to roll out over the year, Hyundai aims to broaden the reach of its inventory while enhancing the convenience and transparency that shoppers increasingly expect from digital shopping ecosystems. This seamless blend of online discovery, financing, and an in-person pickup experience is designed to keep Hyundai vehicles at the forefront of automotive retail innovation.

Hyundai’s Direct-to-Consumer Push Through Amazon Autos

Hyundai has long sought to place customers at the center of every decision and every interaction within the vehicle-purchasing journey. With the new integration on Amazon Autos, Hyundai becomes the first, and currently the only, automotive brand to enable its dealers to sell vehicles through Amazon Autos, creating a direct channel that brings the local dealer network into one of the world’s most trusted online marketplaces. The collaboration is anchored by the idea that buyers should be able to discover, learn about, and complete a purchase for their preferred Hyundai model from their own neighborhood dealer while leveraging the familiar, seamless Amazon shopping experience. The approach is designed to reflect the future of automotive retail—where digital convenience and trusted brand experiences converge to redefine how cars are marketed, advertised, and ultimately purchased. The emphasis on convenience is explicit: customers can browse inventories by make, model, trim, color, and features, and then advance through a streamlined checkout process to complete financing, insurance, and ownership steps, all within the Amazon ecosystem and tied to the customer’s chosen Hyundai dealer.

This strategic move offers Hyundai’s dealers a powerful new channel to illuminate their available inventory, reach a wider audience, and deliver a more convenient customer experience. The national program is accompanied by a phased plan to expand dealer participation and geographic coverage while progressively introducing new capabilities to enhance the sale and delivery experience. The overall objective is to strengthen the relationship between Hyundai and its dealer partners while enabling a more flexible, customer-centric path to ownership. As Hyundai markets this capability, it also aligns with broader shifts in automotive retail toward omnichannel experiences, in which shoppers expect to interact with brands in a consistent, transparent manner across both digital and physical touchpoints. The collaboration with Amazon Autos is framed as a strategic, long-term evolution rather than a one-off campaign, designed to keep Hyundai at the forefront of how vehicles are marketed and sold in the digital age.

“The customer is at the center of everything we do, and we are constantly seeking opportunities to improve the vehicle purchasing experience,” said a senior Hyundai executive. “We’re thrilled to be the first brand enabling our dealers to sell vehicles through Amazon Autos. This collaboration allows customers to conveniently discover, learn about, and purchase their preferred Hyundai model from their local dealer through one of the world’s most trusted shopping experiences. It represents the future of automotive retail and our commitment to redefining how cars are marketed and purchased.” The sentiment underscores a clear belief that a trusted, widely used e-commerce environment can reduce friction and elevate customer confidence during a pivotal purchase decision.

To support the program’s launch, Hyundai rolled out a comprehensive national marketing effort designed to showcase the ease and joy of shopping for Hyundai vehicles via Amazon Autos. The marketing initiative includes integrated partnerships, television and digital video advertising, social media extensions, and additional creative extensions designed to reach consumers wherever they consume content. The agency behind the creative work designed all-new ads that revolve around the “Add to Cart” concept, framing car shopping as a straightforward, almost playful, extension of everyday online purchasing. The centerpiece of the campaign features a playful scenario inside an Amazon fulfillment center that culminates in the reveal of the 2025 Hyundai Santa Fe arriving from an Amazon shipping box. The narrative then shifts to the practical reality of adding the Santa Fe to an Amazon Cart on a mobile device through the Amazon Autos experience. The creative is designed to be national in scope, with placements across television, social media, and digital channels and plans to reach audiences during major professional sports games, high-visibility programming, and streaming services. The plan also includes out-of-home advertising, audio content, and long-form, content-rich website experiences, all connected by paid search and media partnerships designed to reinforce the core benefit: purchase convenience through Amazon Autos.

In addition to traditional paid media, Hyundai introduced a narrative-driven mini-campaign series titled “In the Time It Takes,” which is intended to emphasize everyday moments that typically take longer than expected, such as locating a missing remote or teaching a parent the latest slang, contrasted with how purchasing a Hyundai through Amazon Autos can be accomplished in a fraction of that time. The campaign is intended to appear across digital and social channels beginning in mid-January and continuing through March, expanding the reach of the core message while illustrating tangible time-saving benefits that align with the overall theme of convenience.

The integrated program was developed with Hyundai’s creative agency of record, which collaborated with Hyundai’s in-house marketing team to ensure a cohesive, brand-consistent voice. The media planning and buying process was coordinated by Hyundai’s selected media partner agency, ensuring synchronized exposure across multiple channels and formats to maximize reach and impact. The overarching purpose of the marketing effort is to educate shoppers about the new direct-to-consumer capability, celebrate the innovation behind it, and demonstrate how it translates into real-world value for Hyundai buyers.

The Amazon Autos Experience: What It Means for Shoppers

Amazon Autos is positioned as a fully integrated, end-to-end online car-buying experience, designed to streamline the process from discovery to pickup. The Hyundai rollout enables customers to:

• Browse and search for available Hyundai vehicles at participating local dealers, with filtering by make, model, trim, color, and features.
• Obtain an instant valuation for a trade-in and apply that value toward the price of a new Hyundai vehicle.
• Select a preferred vehicle and secure financing or opt for payment in full.
• Complete the checkout process online using the customer’s chosen payment method.
• Schedule a pickup time at the local dealership to complete the purchase in person.

All of these steps occur within the familiar Amazon experience, which is trusted by millions of shoppers for its streamlined, transparent, and predictable checkout process. The approach promises a seamless, transparent shopping journey—from initial search to final pickup—without losing the personal touch and local knowledge of Hyundai’s dealer network. The emphasis on a straightforward, haggle-free pricing model is a standout feature: the price shown at checkout is the price paid, with all taxes and fees included, which is designed to eliminate much of the negotiation friction that can accompany traditional car buying.

Another important element is the trade-in flow. Shoppers can receive a firm trade-in value by answering questions about their current vehicle’s condition and uploading images. The value is generated by an independent third-party provider and can be applied toward the purchase of a new Hyundai through Amazon Autos. This integration is designed to streamline the upgrade process while maintaining the authoritative guidance of the dealership at the point of pickup, where the trade-in is physically transferred and the new vehicle is handed over to the customer. The eventual pickup occurs at the customer’s chosen participating dealership, reinforcing the role of the local dealer in completing the sale and delivering the vehicle.

In addition to the core shopping experience, Hyundai emphasizes the trusted nature of Amazon’s platform, where customer and dealer reviews, the Add to Cart functionality, and the Amazon checkout process all contribute to a cohesive and familiar buying environment. The goal is to minimize complexity and maximize visibility—providing shoppers with a clear, straightforward path from online browsing to ownership while leveraging Amazon’s robust fulfillment and checkout reliability.

The Amazon Autos experience is designed to work with a broad network of Hyundai dealers that have agreed to participate in the program. Initially, the offering was rolled out with select Hyundai dealers in key markets, and Hyundai has signaled that more dealers will be added over time to expand the geographic reach and increase the variety of available inventory. As the program evolves, Hyundai anticipates introducing additional capabilities such as leasing options and expanded financing to further broaden the scope of the online-to-offline car-buying journey.

Dealer Partnerships, Local Impact, and Customer-Centric Delivery

A critical component of Hyundai’s Amazon Autos rollout is the involvement and engagement of local dealer groups, whose roles are essential in translating the digital shopping experience into actual vehicle delivery. The collaboration with dealership networks is designed to preserve the personal, community-based elements of car ownership while benefiting from the efficiencies and reach of a national e-commerce platform. The response from dealers highlights the potential for increased inventory visibility, improved sales velocity, and a more convenient path to ownership for customers who value online convenience paired with in-person pickup.

One retailer leader highlighted in the announcement emphasized the ceremonial aspect of vehicle delivery, noting that each customer vehicle handover is treated as a special occasion—an automotive “event,” where the experience extends beyond the moment of sale to the ritual of vehicle delivery. This dealer perspective underscores the importance of maintaining a high-touch, personalized handoff that remains central to customer satisfaction even as transactions move toward a digital-first model. The dealer voice also reinforces the value of connecting with the millions of shoppers who use Amazon as a trusted shopping platform, bridging the gap between digital discovery and experiential ownership.

The program already includes a pilot with a multi-brand automotive group operating Hyundai dealerships in multiple states, where the dealer network is leveraging Amazon Autos to expand reach and improve customer journey efficiency. The intention is to scale the program as more dealers join the platform, thereby broadening the geographic footprint and the assortment of available Hyundai models. The rollout strategy is designed to accommodate interest from dealers who want to participate in a groundbreaking approach to selling vehicles online while preserving the critical role of local dealership teams in test drives, vehicle orientation, financing discussions, and final handover.

Beyond individual dealership partnerships, Hyundai’s U.S. operations emphasize the broader economic and regional impact of its automotive footprint. Hyundai Motor America continues to maintain a robust U.S. presence, with a North American headquarters in California and manufacturing facilities in Alabama. The company is advancing its Metaplant America project, a major investment aimed at expanding advanced manufacturing capabilities in the United States. These facilities, along with Hyundai’s diverse network of 835 independent dealers, collectively contribute to substantial economic activity across the country, including employment and supplier relationships that extend into multiple communities. The company’s operations in the U.S. underscore a long-term commitment to the American market, including thousands of jobs and a steady stream of investment in research, development, and manufacturing capabilities that support a broad lineup of vehicles, including traditional gasoline-powered models, hybrids, and electrified vehicles.

From a consumer perspective, the integration with Amazon Autos complements Hyundai’s broad lineup of technology-rich vehicles, including electrified options. The customer’s journey—from online discovery to final pickup—benefits from the trust and familiarity of the Amazon platform while leveraging Hyundai’s local dealer expertise to complete the sale and ensure a smooth handover. The program is designed to reinforce Hyundai’s commitment to a high-quality, transparent shopping experience, with all-in pricing and a straightforward path to ownership. It also enables Hyundai to meet the evolving expectations of modern car buyers who seek flexibility, speed, and clarity in a single, unified shopping experience.

Marketing, Messaging, and Brand Positioning

Hyundai’s national advertising campaign surrounding the Amazon Autos launch is engineered to amplify the message of convenience and simplicity in the car-buying process. The creative approach emphasizes the seamless transition from online discovery to in-person pickup, using the evocative visualization of a familiar Amazon shopping workflow to illustrate how straightforward it can be to acquire a Hyundai vehicle. The Santa Fe reveal, occurring within the context of a shipping box and transitioning into an online cart addition, serves as a memorable metaphor for the ease of shopping Hyundai vehicles via Amazon Autos. The national reach of the campaign ensures broad exposure across television, digital video, social media, and other media channels, with strategic placements during high-visibility events and streaming content to maximize impact.

In addition to video and display advertising, Hyundai is pursuing a diversified channel strategy to demonstrate how simple it is to purchase a Hyundai vehicle on Amazon Autos. This includes out-of-home advertising, audio placements, and content-driven website experiences designed to educate shoppers about the steps involved in the Amazon Autos journey. The brand is also actively exploring paid search and media partnerships to sustain a consistent message about the benefits of shopping Hyundai vehicles on Amazon Autos, including transparent, all-inclusive pricing and streamlined financing.

The mini-campaign series, “In the Time It Takes,” complements the broader creative execution by humanizing the shopping experience and positioning Hyundai as a time-saving alternative to everyday tasks that often take longer than anticipated. By aligning with digital and social channels, Hyundai seeks to reach a diverse audience with relatable scenarios that showcase the practical value of an online-to-offline car-buying path. The creative work has been developed in collaboration with Hyundai’s agency of record, with media planning and execution coordinated by the company’s media partner to ensure a cohesive, omnichannel presence that reinforces the central message: Hyundai vehicles can be discovered, learned about, financed, and picked up with remarkable ease through Amazon Autos.

The U.S. Economic Footprint, Electrification Strategy, and Future Roadmap

Hyundai Motor America’s presence in the United States extends beyond vehicle sales to a broader ecosystem of innovation, manufacturing, and mobility research. The company operates a technology-forward lineup of cars, sport utility vehicles, and electrified vehicles designed to meet evolving consumer preferences and regulatory directions. The U.S. operations are anchored by a robust corporate presence in California, supported by production and engineering facilities across the country, including the Alabama assembly plant and upcoming expansion initiatives. These efforts align with Hyundai’s Progress for Humanity vision, underscoring a commitment to sustainable mobility and inclusive growth within the communities the company serves. Industry analyses and third-party economic impact studies reflect Hyundai’s significant contribution to the U.S. economy, including substantial annual output and tens of thousands of jobs created and sustained by Hyundai’s operations, supplier relationships, and related activities. The company’s expansive footprint, which includes multiple regional operations and a broad dealer network, positions Hyundai as a central player in the U.S. automotive market, including its approach to online vehicle sales and omnichannel retail.

The Amazon Autos initiative complements Hyundai’s broader electrification and technology strategy, offering a streamlined path to purchase that can accommodate a growing mix of electrified models and future mobility solutions. As Hyundai continues to expand its electrified offerings, the online-to-offline buying path may play a critical role in accelerating adoption by reducing friction and enabling quicker, more predictable transactions for customers considering electric and hybrid options. The integration with Amazon Autos also aligns with broader consumer trends toward digital-first shopping while preserving the essential in-person elements of ownership, such as vehicle pickup, inspection, test drives, and immediate hands-on orientation with dealer staff.

In terms of market expansion, Hyundai has indicated that more dealers, markets, and features will be introduced over the course of the year. The initial framework, while expansive, remains a dynamic program that can adapt to feedback from customers and dealer partners, with the potential to include enhanced financing options, leasing programs, and additional configurability that may improve the overall value proposition. The goal is to maintain a forward-looking perspective that keeps Hyundai competitive in an increasingly digital retail environment while preserving the personal touch that has historically defined car ownership.

Customer Trust, Convenience, and the Shopping Experience

The retail and consumer experience narrative around Hyundai’s Amazon Autos program emphasizes trust, simplicity, and transparency. The Amazon platform’s familiar interface—complete with customer reviews, dealer evaluations, a straightforward add-to-cart process, and a predictable checkout flow—serves as a foundation for a smooth purchasing journey. This trust framework is essential when a significant investment like a vehicle is being transacted, and Hyundai’s approach is designed to reassure buyers that the process is both transparent and straightforward.

The program’s trade-in mechanism further reinforces buyer confidence by providing a clear valuation path for existing vehicles. The value is calculated by an independent third-party, ensuring objectivity, and the resulting figure can be used toward the new Hyundai purchase, simplifying the overall math of ownership. The offline handoff at the dealership remains a crucial touchpoint, ensuring that customers can experience drive-away readiness and receive comprehensive guidance on vehicle features, financing terms, and warranty coverage from professionals who are well-versed in Hyundai products.

Dealer leadership perspectives highlight the importance of maintaining a premium, customer-centric service level in an online-to-offline framework. The goal is to deliver an integrated experience that preserves the warmth and personalization of a traditional dealership visit while leveraging the efficiency, reach, and convenience of a national e-commerce platform. As more dealers participate and the program expands to additional markets and features, Hyundai expects to see improvements in consumer awareness of Hyundai’s online inventory and a smoother path from online inquiry to vehicle ownership.

Conclusion

Hyundai’s alliance with Amazon Autos marks a significant milestone in automotive retail, signaling a shift toward a more integrated, digitally enabled car-buying journey that remains anchored in local dealership expertise. By allowing customers to browse, value, finance, purchase, and schedule pickup for Hyundai vehicles through a trusted online marketplace, Hyundai is redefining how car shopping can be conducted in the digital age. The program’s phased rollout, coupled with a broad national marketing campaign and a series of consumer-focused messaging initiatives, underscores Hyundai’s commitment to convenience, transparency, and consumer empowerment. Dealer partners stand to gain greater visibility for their inventories, enhanced engagement with shoppers, and the ability to participate in a cutting-edge retail concept that aligns with evolving consumer expectations. As the program expands to more markets and adds new features such as leasing and expanded financing, Hyundai’s U.S. operations position the brand to continue shaping the trajectory of automotive retail—blending the strengths of e-commerce with the trusted, personalized service that only a local dealer can provide. The result is a more streamlined, customer-focused path from search to satisfaction, one that reflects Hyundai’s broader mission to deliver modern, technology-driven mobility solutions that meet the demands of today’s buyers.