Edmunds
Edmunds is a large consumer automotive marketplace and research destination with dealer advertising and lead products, plus trade-in tools. For dealers it is a source of high-intent shopper traffic and leads, and a place to advertise inventory.
Edmunds: Marketplaces & lead providers
Buyers should evaluate lead quality and volume in their market, the cost of the advertising tiers, and how Edmunds leads compare with other marketplaces they run.
Its dealer programs include Premier, which exposes new and used inventory on Edmunds and partner sites with targeted advertising, email and chat, and the Five Star Dealer Awards based on customer ratings. A dealer should ask how leads are attributed, whether CarMax's ownership affects how the two sides of the business are kept apart, and what the program costs against the sales it can be tied to.
Edmunds: product details
Edmunds sells advertising to dealers as well as publishing car shopping content. Its Ad Solutions product, launched in August 2016, lets a dealer advertise on Edmunds or have Edmunds buy ads on sites such as Facebook and Instagram, using its own shopper data to reach in-market buyers and look-alike audiences.
A later program called Premier packages that advertising with listings to bring ready-to-buy shoppers to a dealer's site or store. Read the advertising terms first.
Edmunds reported pilot results of higher click-through and new-visitor rates, which come from the company and from one test period. A dealer should read the advertising agreement terms, ask how leads are counted and compare cost per lead with its other sources.
Compare cost per lead. Ads reach in-market shoppers.
Edmunds also publishes consumer reviews and pricing content, which is the audience its ads reach. Its Premier program combines targeted advertising with audience data to bring ready-to-buy shoppers to a dealer's website or showroom, and the dealer advertising agreement sets the terms for what a dealer may run and how leads are counted.
Read that agreement before comparing it with other lead sources.
Edmunds connections
| Connected company | Published relationship | Source |
|---|---|---|
| Impel | Vendor-reported integration Not established: confirm with both providers for the dealer's configuration Not established: confirm with both providers for the dealer's configuration | impel.ai · September 1, 2026 |