Amazon launched its Insurance Store in the UK in October 2022, offering home and contents insurance comparisons from partners like Ageas, Co-op, LV=, and Policy Expert, aiming to simplify the buying process with features like customer reviews and claims data directly on its site. While not a direct insurer, Amazon acts as a comparison platform, letting users find, compare, and purchase policies without leaving the e-commerce site.

Key details:

  • Launch: The Amazon Insurance Store (amazon.co.uk/insurance) rolled out in October 2022.
  • Purpose: To provide a simplified, convenient way for UK customers to shop for home insurance.
  • Partners: Initial partners included Ageas, Co-op, and LV=. Later additions include Policy Expert and Urban Jungle.
  • Features: Displays customer reviews, star ratings, and claims acceptance rates for insurers, similar to other Amazon products.
  • How it worked: Users enter details, compare quotes from different insurers, and can purchase policies directly on the Amazon platform, earning commissions for Amazon.

My role: I was the Head of Product Design & Research. I managed the team, and produced the first rounds of work on the Application, Product Selection, Product detail pages, Quote and Policy Management, Wallet, Checkout and Shopping experiences.

References