February 15, 2026, 7:58 am | Read time: 2 minutes
Since December 2024, Amazon has been selling new cars in the U.S. through its platform. Initially launched with Hyundai as its first partner, the offering has since expanded. There are now indications that the online giant might bring its “Amazon Autos” project to Europe. While an official confirmation is still pending, early signs point to concrete plans.
Through “Amazon Autos,” customers can purchase new cars directly online. The company started by partnering with Hyundai, which offers its models on the platform. Buyers have the option to configure vehicles, compare prices, and select financing options.
Since its launch, the offering in the U.S. has expanded. In addition to Hyundai, Ford and the used car provider Hertz are now also represented. This allows Amazon to gradually expand its presence in the automotive trade, adding another product area to its traditional online retail business.
Indications of a Europe Launch
There is no official announcement for a European market launch yet. However, the U.K.-based “Car Dealer Magazine” reports that the U.K. could be the first European market for Amazon Autos by the end of 2026.
Additionally, Hyundai has already established an official “Brand Space” on Amazon in several European countries. This is a brand-specific presence within the platform, allowing manufacturers to showcase their products prominently. This is seen as a possible indication of further collaboration.
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Significance for the German Market
Germany is one of the strongest car markets worldwide. An expansion by Amazon into this market would therefore carry particular weight. Various manufacturers are already testing alternative sales channels. Mercedes has begun selling its own dealership branches and is increasingly focusing on new models in new car sales.
A large-scale online sale of cars could lead to more price transparency in Germany and make it easier to compare offers. Interested parties could conveniently configure vehicles from home and compare prices.
However, the European market is significantly more regulated than the American one. Consumer protection, cancellation rights, and registration procedures differ considerably. If Amazon manages to meet these regulatory requirements, car buying could fundamentally change and become as straightforward as purchasing a TV–just with significantly more horsepower under the hood.