Amazon UK introduces the Amazon Insurance Store

Amazon announced the launch of the Amazon Insurance Store, which allows UK customers to shop for home insurance.

The store offers an “improved shopping experience” for home insurance with like-for-like quote comparisons, a streamlined quote questionnaire, and a checkout experience integrated with  In addition, the store will populate customer reviews, star ratings, and claims acceptance rates so customers can make more informed purchasing decisions.

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

Ageas, Co-op, and LV= are the first insurers to join the platform and Amazon is inviting more to be a part of the new offering.

“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. 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.” – Jonathan Feifs, general manager of Amazon’s European Payment Products.