Amazon just made its next big move: selling used and certified pre-owned (CPO) vehicles online. In partnership with local dealers, Amazon is bringing the ease of e-commerce to the world of car buying — and it could be a game-changer.
For Canadian dealers, this development isn’t just a news headline. It’s a glimpse into a future where digital-first customers expect to browse, finance, and even buy their vehicles online — with minimal dealership interaction. And while this might sound like a far-off American experiment, the technology and consumer appetite in Canada are already catching up.
Let’s unpack what Amazon is doing, and more importantly, what it means for Canadian dealerships looking to stay competitive.
Amazon’s Auto Marketplace: A Dealer-Centric, Online-First Model
Unlike peer-to-peer sites like Facebook Marketplace or Craigslist, Amazon’s vehicle listings are exclusive to participating franchised dealerships. That means no private sellers — just inventory from vetted professionals.
Here’s how it works:
- Consumers browse used and CPO cars on Amazon’s website.
- They can secure financing, complete paperwork, and even finalize payment online.
- The only in-person step? Picking up the car at the dealership, where the deal is already done.
Amazon’s model turns the traditional in-dealership sales experience on its head. It emphasizes convenience, transparency, and speed — values that increasingly define today’s online shoppers.
Why This Matters for Canadian Dealers
While Amazon’s rollout is currently U.S.-only, it sets a clear precedent. Canadian consumers are already signaling they want similar experiences:
- 88% of Canadian new-car shoppers and 85% of used-car shoppers want to complete most steps of the purchase online.
- A growing number of Canadian auto startups — like Clutch and Canada Drives — have proven that virtual showrooms and digital transactions resonate in this market.
If a platform like Amazon enters Canada — or if existing dealers adopt similar online retail models — the question becomes: Are we ready?
The answer hinges on one crucial element: financing.
The Missing Piece: Online Credit Pre-Qualification
Amazon’s seamless checkout isn’t just about having cars listed online — it’s about enabling instant, online credit approvals. In Canada, where over 80% of car buyers finance their purchase, this piece is non-negotiable.
That’s where credit pre-qualification tools come in.
By integrating a soft-pull, no-obligation pre-qualification system directly into a dealer’s website, customers can:
- Understand what they’re approved for.
- Shop vehicles within their budget.
- Avoid the awkward surprise of being declined at the last minute.
For dealers, this means:
- More qualified leads.
- Fewer wasted hours in-store.
- Higher close rates — especially with credit-challenged customers.
The Competitive Edge for Canadian Dealers
Some Canadian fintech companies, like DecisioningIT, are already offering these solutions — enabling dealers to replicate the Amazon-like buying experience without relying on Amazon itself.
Their AI-powered pre-qualification tools match consumers with suitable lenders in seconds, even if their credit isn’t perfect. The process is quick, intuitive, and consumer-friendly — exactly what today’s buyers are looking for.
And for dealers? It’s a way to modernize the F&I process, reduce friction, and stay in control of the sale — all while meeting consumers’ rising digital expectations.
Final Thought: Digital Isn’t Coming. It’s Here.
Amazon’s move isn’t the beginning of online car buying. It’s a sign that we’re well into the shift.
Canadian dealers who embrace digital finance tools — especially online credit pre-qualification — are better positioned to thrive in this new environment. Whether or not Amazon arrives in Canada, consumers will increasingly expect the same speed, transparency, and convenience they get in every other part of their digital life.
The time to adapt isn’t “someday.”
It’s now. Get our SAM prequalification Widget installed on your website!
