Amazon enters UK insurance market with launch of Amazon Insurance Store

e-commerce giant, Amazon, has announced that it has launched "a new, simple, and convenient way for UK customers to shop for home insurance" - Amazon Insurance Store, which it has rolled out to select customers today.

Related topics:  insurance
Warren Lewis
19th October 2022

According to Amazon, the new comparison site ( will be available nationwide by the end of 2022 and also be available via its UK mobile app.

The initial rollout sees Amazon partner with Co-op, Ageas UK, and LV= General Insurance. However, more home insurance brands will join in the coming months, according to the firm.

Amazon’s European Payment Products general manager Jonathan Feifs, commented: “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,”

“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, the new service aims to be a more transparent way to purchase home insurance online.

Feifs concluded: “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."

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