The Ford digital strategy continues moving forward while their vehicles are starting to appear on Amazonalthough the concessionaires continue to be the central actors in each operation. Despite the visibility offered by the platform, Distributors maintain control over pricing, delivery and all after-sales services associated with the units offered.
According to the company, this structure guarantees that clients receive the same level of attention traditional, but with the added convenience of exploring options from a digital environment. Distributors continue to set final values and manage key processes, something that Ford considers essential to preserve the personalized shopping experience.
The alliance between Ford and Amazon was announced on November 17, 2025and was quickly received within the brand commercial network. In just a few days, around 180 dealers expressed their intention to join the platformhighlighting the interest in strengthening the digital presence without losing operational control.
This movement seeks to integrate technological tools in vehicle acquisition new and used, allowing the customer starts their online purchasebut maintaining the support of a local distributor. For Ford, this mixed model offers a more complete experiencecombining digital simplicity and physical dealer support.
Distributors, digital strategy and price control
The company believes that this digital expansion will help modernize your processes and attract consumers who prefer make online purchases. However, it insists that dealers will continue to be responsible for validating inventories, ensuring deliveries and managing warranties, maintaining the traditional structure of its network in the United States.
Experts from sector affirm that the presence on Amazon could increase brand visibility, especially in segments interested in remote purchasing options. However, they warn that price control by distributors could generate relevant differences between regions, a common phenomenon in the automotive industry.
This model also raises questions around the used car market. Some analysts believe that the vehicle purchase pre-owned via powerful digital platforms could become a trend, although other consumers are still hesitant to conduct such important transactions entirely online.
Within the brand, digitalization coincides with production challenges. Ford faces delays associated with problems with the aluminum used in key parts, which could impact the manufacturing of future SUVs and modify scheduled delivery times. The company has not detailed the full extent of these effects.
In parallel, Ford continues to adjust its portfolio in response to market conditions. Models like the F-150 Lightning have been reconsidered in the face of slowing sales, while comparisons between electric vehicles, like the Tesla Model Y and the Ford Mustang Mach-Econtinue to set the pace of competition within the sector.
The company also maintains the momentum of special projectslike the Mustang GTD presented at Laguna Seca, initiatives with which it seeks to consolidate its image among enthusiasts and high-performance buyers. These proposals coexist with the growing commitment to digital experiences that redefine the relationship between customer and distributor.
The Incorporating Amazon is part of a process broader modernization plan, in which Ford intends to balance technological innovation with its historical commercial structure. The company maintains that this transition does not eliminate the fundamental role of its dealers, but rather reinforces it within an increasingly digitalized automotive market.