It's official – Amazon enters UK insurance comparison market

'Insurance store' launched with big name insurers involved

It's official – Amazon enters UK insurance comparison market


By Terry Gangcuangco

Price comparison websites in the UK have a new competitor in the form of the Amazon Insurance Store.

Introduced to select customers today (October 19) by e-commerce giant Amazon, the new comparison site ( will be accessible nationwide by the end of 2022. The Amazon Insurance Store will also be available via the retailer’s UK mobile app by then.

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.

“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.     

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