Overview

Amazon has entered the automotive retail space with Amazon Autos, a program that allows licensed dealers to list and sell vehicles directly through the Amazon marketplace. This Help Hub reference page outlines the specific requirements dealers must meet to participate, covering everything from pricing transparency and vehicle eligibility to listing standards and legal obligations. For dealers considering this sales channel, understanding these requirements is essential before onboarding.

Key Points / What Sellers Need to Know

• Three vehicle categories are eligible — Dealers may list new vehicles (manufactured by an OEM and authorized for sale), used vehicles, and OEM Certified Pre-Owned (CPO) vehicles that have been inspected and reconditioned through an OEM's established CPO program.
• Pricing must be fully transparent — The listed sale price must include all fees except taxes, government fees, and any charges legally prohibited from inclusion. Dealer-installed equipment, processing fees, administrative fees, and similar charges must all be itemized.
• Dealer incentives must be reflected in the price — If a dealer elects to offer any incentive such as dealer cash or holdback, that discount must be included in the listed offering price rather than advertised separately.
• No discrimination between online and in-person buyers — Dealers are prohibited from offering incentives or pricing advantages that favor in-person transactions over online purchases through the Amazon Autos platform.
• Prices must be honored after credit applications — Once a customer submits a credit application, the dealer must honor the listed price for a minimum of 27 business hours, provided the customer completes all required documentation.
• Export control compliance is mandatory — Vehicles containing systems that would violate 15 CFR 791 export control regulations may not be listed on the platform.

Listing and Content Standards

Dealers participating in Amazon Autos must provide accurate and complete product information for every vehicle listed. This includes detailed descriptions, stock numbers, UPC or EAN identifiers, availability status, and proper categorization within Amazon's browse structure. Listings require a minimum of 15 high-quality digitized images — one main photo plus at least 14 additional shots covering both the interior and exterior of the vehicle. All images must comply with Amazon's vehicle image guidelines, and dealers may not add logos, promotional text, or other markings to their photos. If Amazon provides listing content on behalf of a dealer through a third party, the dealer has 24 hours to review and flag any errors, which Amazon will then correct within 12 hours.