Hertz Stock (HTZ) Accelerates Into Amazon Autos Partnership - Fast Lane Gains Ahead

Hertz just plugged into Amazon's electric vehicle ecosystem—and investors are charging up.

The rental giant's stock surged as it announced integration with Amazon's automotive marketplace, putting thousands of vehicles directly into the e-commerce pipeline. This isn't just another partnership—it's a full-throttle reinvention of how cars move from rental fleets to consumer garages.

Market Response: Immediate Momentum

Traders piled into HTZ as news broke, driving volume spikes that left analysts scrambling. The Amazon deal represents more than revenue—it's about data, logistics, and capturing the next wave of vehicle commerce. Hertz gets access to Amazon's colossal customer base while Amazon gets instant automotive inventory without the dealership headaches.

Strategic Shift: From Rental Counters to Digital Showrooms

Hertz isn't just renting cars anymore—it's moving metal through algorithms. The partnership bypasses traditional sales channels, putting pre-owned fleet vehicles directly in front of millions of Amazon shoppers. It's a masterclass in asset utilization—turning depreciating rentals into liquid inventory with one click.

Wall Street's take? Another 'strategic synergy' that'll either print money or become a case study in corporate desperation. Because nothing says innovation like a 100-year-old rental company trying to become a tech stock overnight.

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The partnership will see Hertz selling some of its used cars on Amazon Autos. It means customers can search online to browse, finance and buy thousands of used Hertz fleet vehicles from brands like Ford (F), Toyota (TM), and others. Hertz Car Sales, the rental car firm’s used car sales arm, will be the first fleet dealer on Amazon Autos.

Buying Experience

Hertz Car Sales executive vice president Jeff Adams said he wanted to “reimagine the car-buying experience.”

Hertz said sales will begin in the Dallas, Houston, Los Angeles, and Seattle metro areas, with plans to expand to Hertz Car Sales’ 45 locations nationwide. After customers complete their purchase online, they can pick up the vehicles at Hertz locations in those cities.

“This collaboration allows us to offer an expanded selection of well-maintained vehicles from more dealerships across the country,” Global Head of Amazon Autos Fan Jin said.

Amazon’s addition of Hertz vehicles is another huge MOVE for its auto sales business. Last year, it struck a deal with Hyundai to sell new vehicles in cities such as New York, Los Angeles, and Chicago. Amazon users can buy and finance vehicles from local participating dealers directly on Amazon’s website or app.

Good Hertz

Hertz has had a strong 2025 to date with its share price surging over 50%. It has been helped by the uncertain economic environment as drivers look more closely at the used car market.

It has also expanded programs such as its popular Hertz Rent2Buy offering to more than 100 cities. Again this is tapping into consumers increasingly embracing the “try before you buy” approach.

In its latest earnings report for the second quarter of 2025, Hertz Global Holdings, Inc. announced significant improvements in profitability, marking its best quarterly results in nearly two years. The company highlighted a half-billion-dollar improvement in net income and adjusted corporate EBITDA, driven by strategic initiatives in fleet management, operational efficiency, and cost control.

Is HTZ a Good Stock to Buy Now?

On TipRanks, HTZ has a Moderate Sell consensus based on 4 Hold and 4 Sell ratings. Its highest price target is $6. HTZ stock’s consensus price target is $4.30, implying a 21.53% downside.