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Amazon Insurance Store launches in the UK. Big changes ahead for the insurance market.

Amazon Insurance Store launches in the UK!

Our detailed review document includes comments from insurers, screenshots of the customer journey and price comparison examples.

A new, simple, and convenient way to shop for home insurance. Amazon customers can request and review quotes, select a policy, and then head to the checkout in just a few steps. All of this can be done at

The Amazon Insurance Store will start rolling out to select customers today. It will be available to all UK customers on and the Amazon UK mobile app by the end of the year.

Amazon has carefully selected the initial list of participating insurers:

  • Ageas UK

  • Co-op Insurance

  • LV=

More insurers are to be added in the next few months.

Also, customer reviews, star ratings, and claims acceptance rates will be added to the Amazon Insurance Store. This will occur as more customers purchase policies, offering a transparent way to evaluate insurers.

"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," said Jonathan Feifs, general manager of Amazon's European Payment Products.

Feif's adds.

"This initial launch is just the beginning. We will continue to innovate and make refinements, all with the aim of delighting customers and providing the most convenient shopping experience possible."

Our summary article below includes comments from Jonathan Feifs, Charles Offord, and Ant Middle. Also, screenshots of the customer journey and price comparison examples. In addition, we provide detailed perspectives on the launch of the Insurance Store and the implications for

These viewpoints include:

  1. How the new Amazon Insurance Store will shake up the insurance market.

  2. Why an Insurance store built around simplicity and convenience could supply a competitive advantage.

  3. Where Amazon's data and passion for customer journeys come together to deliver value for consumers.

  4. How disruption is in Amazon's DNA and why the new Insurance Store continues this theme.

Click the HAL PDF article below for the full details and review.

Amazon Insurance Store
Download PDF • 1.82MB

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