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The recently announced partnership between Hertz and Amazon Autos will make it easier for rental car companies to offload their own cars directly to consumers, but it could cut into a historical source of profit for car dealerships, auto industry analysts said.

The announcement that the car rental company would be teaming up with the e-commerce giant sent Hertz shares soaring . Hertz already sells most of its fleet directly to consumers — it lists them on its own website and on others, and sells them on Carvana .

But selling its rental fleet directly to consumers is a key piece of Hertz's turnaround plan.

"It's an important part of the business, right?" said Chris Woronka,

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