Amazon to close UK comparison site service

The Amazon Insurance Store, unveiled in October 2022, served the UK market and was intended to challenge the dominance of price comparison sites such as MoneySuperMarket and GoCompare.

At launch, the platform offered policies from Ageas UK, Co-op, and LV= General Insurance, with a focus on buildings and contents coverage.

While the company had initially expressed hope that more brands and policies would join in the following months, only two more providers – Policy Expert and Urban Jungle – ultimately did so.

In a statement quoted in the Insurance Post, Vassil Gedov, General Manager of the Amazon Insurance Store UK, said: “Over the last year, we have been evaluating various businesses and programmes, and as a part of that we’ve made the difficult decision to discontinue the Amazon Insurance Store.”

He added: “Customers who have purchased policies will not see any changes to their coverage, claims in process at this time, or future claims they may make during their policy term. We will provide guidance to customers on any actions they need to take as a result of this change.”