Last checked September 2026. Marketplace packages, prices and features change often, and none of the sites below publish their dealer prices, so check the details with each one before you sign.
AutoTrader is the marketplace most UK dealers know best, but it is not the only place buyers look. Motors, now trading as Cazoo, and CarGurus both sell advertising to dealers, and eBay has its own route for dealers too. This guide compares them on the things that matter when you are deciding where to spend: who you reach, how you pay, the leads you get and the tools you use to price. Everything here comes from each company’s own public pages and announcements, which are linked throughout.
AutoTrader, Motors or CarGurus: which is best for dealers?
AutoTrader reports the biggest audience and has the widest set of dealer tools, priced by number of adverts and package on a monthly contract. Motors has become Cazoo, which offers new dealers a free first month and no long contract, with cars also shown on eBay. CarGurus shows your stock on CarGurus and PistonHeads with deal ratings on most cars. None publishes dealer prices, so get a quote from each, test one change at a time and compare the cost per sale from each site.
First, what happened to Motors and eBay Motors Pro?
The names have changed a lot, which causes confusion. According to Car Dealer Magazine, Motors.co.uk was founded in 2007, spent time as part of eBay Motors Group, was bought by new owners in 2021 and rebranded as Motors in 2023. Motors bought the Cazoo brand in 2024 after the original Cazoo business collapsed, and relaunched it as a used car marketplace in April 2025.
On 27 May 2026, Motors rebranded its dealer advertising business as Cazoo. It said its Motors website would close by the end of 2026 and that dealers would see no change to how they list or manage their vehicles (AM). The company is still Motors.co.uk Limited, trading as Cazoo.
eBay Motors Pro is separate. It is eBay’s own account for VAT-registered motor dealers who want to list vehicles on eBay, described on eBay’s Seller Centre. Cazoo also says that dealers who advertise with it appear on its partner site eBay, so if you use both, ask each which route your eBay adverts come through so you do not pay twice.
At a glance
| AutoTrader | Cazoo (formerly Motors) | CarGurus | |
|---|---|---|---|
| Where your cars appear | AutoTrader website and app | Cazoo and its partner site eBay | CarGurus and PistonHeads |
| Audience, as the company reports it | Over nine million unique visitors a month on average (year to March 2026) | Says 60% of consumers are aware of the Cazoo brand | 8 million average monthly visits (Similarweb, Q2 2026) |
| How you pay | Monthly contract priced by number of adverts and package level, or pay as you go under 5 cars a month | Free first month for new dealers until 31 December 2026, then a flexible plan | Listings packages, with extra products on top |
| Contract | 30 days' notice to downgrade or cancel | No long-term commitment with the free trial, according to Cazoo | Six or 12-month contracts were mentioned in its 2025 dealer offer |
| Published dealer prices | No | No | No |
| Price labels on adverts | Price indicator, from Lower price to Higher price | Market Check tool for dealers | Deal ratings, from Great to Overpriced |
Audience figures are each company’s own and are measured in different ways, so they are not directly comparable.
AutoTrader
AutoTrader describes itself as the UK’s largest automotive platform. In its results for the year to 31 March 2026, Autotrader Group reported over nine million unique visitors a month on average, and an average of 13,942 retailer forecourts advertising with it.
How you pay. AutoTrader sells five advertising packages, from Starter to Ultra, priced by how many adverts you contract for, with a minimum of 5 cars. The package decides how prominent your adverts are in search. Dealers selling fewer than 5 cars a month can use pay as you go. Our guide to AutoTrader packages and costs explains the details.
Leads. AutoTrader packages include text, chat and calls, and leads by email or API. Deal Builder lets buyers add a part exchange, share finance preferences and reserve a car online with a fully refundable £99 fee.
Pricing tools. AutoTrader’s retail, trade, part-exchange and private valuations, its price indicator and its retail rating are widely used across the trade. See our guide to AutoTrader valuations for dealers.
Things to weigh up. For many dealers it is a large monthly cost, prices are reviewed each April, and you need to give 30 days’ notice to reduce your package.
Cazoo (formerly Motors)
Cazoo is now the flagship brand of the business that ran Motors. On its dealer sign-up page, Cazoo says:
- your vehicles appear on Cazoo and its partner site eBay
- you can connect your existing stock feed or upload vehicles manually
- there is no long-term contract with the free month trial, and after it you can continue on a flexible plan
- dealers are seeing calls, emails and enquiries through the platform
The free month is for dealers without a live advertising agreement with Cazoo and ends at 17:00 on 31 December 2026, according to the same page. Cazoo also offers Market Check, which it says analyses more than 750,000 live adverts daily so you can track demand and days to sell, and it has added AI call summaries for dealers.
Things to weigh up. The Motors-to-Cazoo move is recent, so ask what lead volumes similar dealers in your area are seeing, and which sites your package covers today.
CarGurus
CarGurus runs CarGurus and PistonHeads in the UK, and its dealer site reports 8 million average monthly visits, citing Similarweb for Q2 2026. Its dealer products are Listings, Area Boost (to reach buyers outside your local market), Audience Targeting (ads shown to CarGurus shoppers on other sites that send them to your website) and Highlight.
Deal ratings. Most CarGurus listings carry a deal rating from Great to Overpriced. CarGurus says these are based on its Instant Market Value, an estimated fair retail price from analysis of comparable listings updated daily, and on dealer ratings from real buyers (CarGurus). So your reviews can affect how your cars are rated as well as how your dealership looks.
How you pay. CarGurus does not publish dealer prices. When it ran a dealer offer in late 2025, AM reported that it was for dealers signing six or 12-month contracts, and that listings packages include full lead contact details, lead engagement scores and access to audiences on both CarGurus and PistonHeads. CarGurus also offers LeadAI, which it says helps you follow up the highest-intent leads first.
Things to weigh up. Ask which package you need to receive full buyer contact details, and how deal ratings will look on your stock at your current prices.
How to choose
Rather than asking which site is best, ask which mix brings you sales at the lowest cost for the cars you sell:
- Start with your stock. Look up a sample of your cars on each site. Which has plenty of similar cars and buyers, and how would your prices be labelled?
- Get a written quote from each for your stock level, including what is included and what is extra, and the notice period.
- Test one change at a time. If you add a site, give it at least a couple of months and change nothing else so you can see what it adds.
- Measure cost per sale, not cost per lead. Record where every enquiry came from and which ones turned into sales. A cheaper site that sends leads that never buy is not cheaper.
- Check the terms before you cut. AutoTrader needs 30 days’ notice to downgrade, and other contracts may have fixed terms.
Running more than one site without the extra work
Advertising on two or three sites only pays if it does not double your admin. Two things help:
- One place to manage stock. When your price changes or a car sells, every site should update without you logging in to each one.
- One list of enquiries. Leads from every site should land in the same place, tagged with where they came from, so nobody misses one and you can see which site is earning its keep.
Haswent helps with both. When your AutoTrader account is connected through Haswent, your AutoTrader adverts are created and updated from your stock records. Lead emails from CarGurus and Motors (now Cazoo) are picked up and added as enquiries in the Haswent CRM, with the customer’s details and the car they asked about, alongside your website and AutoTrader enquiries. If you want to add Carwow to the mix, Haswent can send your used stock there too through the Carwow data feed. See all our integrations or contact us to talk it through.
Sources
- Autotrader Group: Full year results for the year ended 31 March 2026
- Autotrader: Our advertising packages
- Autotrader: Deal Builder
- Cazoo: Get started (dealers)
- Cazoo: Market Check
- AM: Motors to rebrand as Cazoo and consolidate to one platform
- Car Dealer Magazine: Cazoo positioned as credible challenger as Motors ditches brand
- CarGurus: Dealer website
- CarGurus: Car valuation explained
- AM: CarGurus launches limited-time offer of premium listings packages
- eBay Seller Centre: Register as a car dealer
Frequently asked questions
What happened to Motors.co.uk?
Motors, which already owned the Cazoo brand, rebranded its dealer advertising business as Cazoo on 27 May 2026. The company said its Motors website would close by the end of 2026 and that dealers would see no change to how they list or manage their vehicles. The company is still Motors.co.uk Limited, trading as Cazoo.
Is eBay Motors Pro the same as Motors?
No. eBay Motors Pro is eBay's own account for VAT-registered motor dealers who want to sell vehicles on eBay. Motors.co.uk was once part of eBay Motors Group, but it has had different owners since 2021 and now trades as Cazoo. Cazoo says dealers who advertise with it also appear on its partner site eBay.
Which is cheaper, AutoTrader, Cazoo or CarGurus?
None of the three publishes a price list for dealers, so you need a quote from each. AutoTrader prices by the number of adverts and package level on a monthly contract, Cazoo offers a free first month to new dealers until the end of 2026 and then a flexible plan, and CarGurus sells listings packages on contract. Compare the cost per sale from each site, not just the monthly fee.
Should a dealer advertise on more than one car site?
Many dealers do, because each site reaches some buyers the others do not. It works best when your stock goes to every site from one place, so prices and sold cars stay in step, and when every enquiry lands in one list tagged with where it came from, so you can see which site is paying for itself.
What is the difference between AutoTrader's price indicator and CarGurus deal ratings?
Both compare your price with the site's own valuation of the car. AutoTrader's price indicator ranges from Lower price to Higher price against its retail valuation. CarGurus deal ratings range from Great to Overpriced and are based on its Instant Market Value, and CarGurus says they also take into account dealer ratings from real buyers.