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Geof Smith
Revisiting Hertz's Amazon Partnership 5 Months Later: The Good, the Bad, the Risk
By Jordan Chussler. Publication Date: 2/3/2026.
In Brief
- After a net income loss of $2.8 billion in 2024, Hertz hoped that a strategic partnership with Amazon could help offset its mounting depreciation costs.
- According to the company’s management, the aim was to see $2,000 or more in incremental margin benefit per vehicle sold versus wholesale channels.
- That has yet to materialize on Hertz’s books, with free cash flow contracting 442% in Q3 2025 and the stock having lost 10% since the deal was signed.
It has been a rough ride for shareholders of Hertz Global Holdings (NASDAQ: HTZ). Over the past five years, shares have fallen more than 79%, including a nearly 43% decline since the stock's one-year high on April 24, 2025.
Last summer, the company—looking for a spark—signed a strategic partnership with Amazon (NASDAQ: AMZN) to offload aging, less popular inventory.
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See the five stocks to avoid and learn what's driving this shift.The deal with Amazon Autos aims to sell Hertz's used cars by giving "customers a faster, more convenient way to buy their [pre-owned] car online." It provides access to thousands of listings eligible for online purchase and pick-up at 45 locations nationwide.
Hertz also offers flexible financing, a 12-month/12,000-mile limited powertrain warranty, 24-hour roadside assistance, and a 7-day/250-mile buyback guarantee.
The effort was intended to help offset a multi-billion-dollar net loss in 2024 that Hertz attributed in part to an aggressive pivot to an EV-focused fleet and subsequent depreciation after price cuts from Tesla (NASDAQ: TSLA).
Here is how the stock has performed in the five months since inking that deal with Amazon.
Hertz's Strategic Partnership With Amazon Aimed to Right the Ship
After the deal was announced on Aug. 20, 2025, outlets such as CNBC called it a threat to auto dealers, and HTZ shares surged on the news.
However, despite the success of online used-car retailers like Carvana (NYSE: CVNA), Hertz's partnership with Amazon depends on customers trusting a platform they use for everyday items to buy what is often the second-most expensive purchase in many households.
During the company's Q3 2025 earnings call, CEO Gil West said, "by scaling our direct-to-consumer and e-commerce channels, we're positioned to capture $2,000 or more incremental margin benefit per vehicle versus wholesale channels."
Hertz has not disclosed total sales figures for vehicles sold exclusively through Amazon Autos, leaving investors to rely on income statements and balance sheets for clues.
Hertz's Financials Are Not Inspiring Hope
One clue is the company's accumulated depreciation, which rose each quarter from Q3 2024 to Q3 2025, climbing from $308 million to $1.33 billion — nearly a 332% increase. Rising accumulated depreciation generally signals aging assets that are losing book value.
Over the same period, Hertz's plant, property, and equipment (PP&E) decreased by more than 4%, long-term debt increased by nearly 7%, and revenue growth contracted each quarter.
Perhaps most concerning, free cash flow fell roughly 442% in Q3 2025. Since the partnership announcement, HTZ shares are down about 10%, while AMZN shares are up about 9%.
Looking further back, after EPS of $1.39 in 2023, Hertz posted a loss per share of $9.34 in 2024. Problems continued into 2025, with EPS losses of $1.44 and $0.95 in Q1 and Q2 before a surprise Q3 earnings beat of $0.59.
Still, that momentary turnaround has done little to instill confidence in shareholders or analysts as the faltering vehicle rental and transportation solutions company works to convince investors otherwise.
Analysts' Tale of 2 Companies
Amazon, which reports full-year and Q4 2025 earnings on Thursday, Feb. 5, remains in analysts' favor; the same cannot be said about Hertz.
AMZN has a consensus Moderate Buy rating: 55 of 59 analysts rate it Buy, and the average 12-month price target implies nearly 22% upside.
HTZ has a consensus Reduce rating, with no analysts assigning a Buy. Its average 12-month price target implies more than 8% upside, but that does little to offset shareholders' steep losses.
Making matters worse for Hertz, current short interest stands at 18.41% — more than 51 million shares of 311.6 million outstanding.
Hertz scores higher than just 23% of companies evaluated by MarketBeat and ranks 109th out of 130 stocks in the transportation sector. TradeSmith gives it a middling financial health score that places HTZ in the Yellow Zone, where it has spent most of the past six months.
While the company does not report full-year and Q4 2025 earnings until Feb. 12, Hertz's net income swung from $616 million in 2023 to a loss of $2.8 billion in 2024 — a decline of roughly 565%.
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