For the initial rollout, Amazon has partnered with Ageas UK, Co-op, and LV= General Insurance. Amazon said more home insurance brands will be added to the panel in the coming months.
It was back in 2018 when Insurance Business reported on Amazon’s supposed talks with insurers over a planned price comparison website in the UK that will compete with the likes of Comparethemarket and GoCompare.
Read more: Amazon ‘in talks with insurers for UK price comparison site’
“Shopping online for home insurance is a well-established experience, and our goal is to exceed customers’ expectations when it comes to the Amazon Insurance Store,” asserted Jonathan Feifs, general manager for European payment products at Amazon.
“This initial launch is just the beginning – we’ll continue to innovate and make refinements, all with the aim of delighting customers and providing the most convenient shopping experience possible.”
According to Amazon, it has streamlined the quote questionnaire element of the buying process while also providing what was described as a more transparent way to purchase home insurance online.
“When we set out to create the Amazon Insurance Store, we wanted to improve the experience for customers shopping for home insurance so they could easily compare options and make an informed, objective decision – just like shopping on Amazon,” said Feifs.
