Amazon Insurance Store Launches in UK Offering Home Property Coverage

Amazon is now offering an online store for home property insurance in the U.K. designed to streamline the shopping and decision-making process with a simplified quote questionnaire, competitive rates, and transparency.

The Amazon Insurance Store provides a shopping experience with like-for-like quote comparisons and checkout integrated with amazon.co.uk, according to a press release on Wednesday (Oct. 19). The new store initially launches to select customers with full rollout in the U.K. by the end of this year.

“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.

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To devise the best blueprint for the Amazon Insurance Store, the eCommerce giant collaborated with participating insurers to make the quote questionnaire more efficient by asking consumers just the most essential questions.

Amazon also thoroughly researched the U.K. home insurance sector to devise the Amazon Standard of Cover, the starting point for all policies offered. Basic protection provides coverage for some of the most common home insurance claims.

The Amazon Standard of Cover aims to make it easier for both homeowners and renters to compare like-for-like quotes, review coverage inclusions and exclusions, and then add to their policy if needed.

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“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,” Feifs said.

“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,” he said.