Amazon UK launches online home insurance store


Amazon UK has launched a new online insurance store focusing on home policies.

The new “simple and convenient” way for customers to shop home insurance offers like-for-like comparisons, streamlined and simple quote questionnaire, and a checkout experience integrated with

At first, the service will be only available to a limited number of Amazon UK customers, with payments being taken from the same payment card used for other shopping.

For the initial launch, the ecommerce giant has partnered with three insurance giants, including Ageas UK, Co-op, and LV= General Insurance.

“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,” Amazon European payments products general manager, Jonathan Feifs said.

“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.”

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Customers are asked essential questions required by insurers in order to receive a quote, simplifying the process, ensuring a more transparent way to shop for home insurance.

All insurance policies by the ecommerce giant will start with the same level of cover, called the Amazon Standard of Cover. This includes protection for some of the most common home insurance claims.

The policy also gives homeowners and renters additional confidence when purchasing a policy, making it easier to compare like-for-like quotes, and review cover inclusions and exclusions.

Feifs added: “Finding the right home insurance policy can be a time-consuming and confusing task, with quotes that often leave out essential coverage in order to lead with the lowest price.

“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.”



1 Comment. Leave new

  • This will just be another click or commission based shop window. A no brainer for Amazon really. This will undoubted expand into other financial services products.


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