Amazon UK has launched a new online store for home insurance.

The tech giant said the digital store will include like-for-like quote comparisons, a quote questionnaire, and a checkout integrated with amazon.co.uk.

The new store will be rolled out to select customers today and will be available to all UK customers on the company's website and mobile app by the end of the 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. “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.”

Customers can purchase a home insurance policy through the store by logging into their Amazon UK account and filling out a questionnaire.

After that, customers can compare quotes and further personalise their policy.

Amazon said that if a customer chooses to add to their policy, quotes are updated in real-time to see how an insurer’s policy compares to others.

Amazon has partnered with Ageas UK, Co-op, and LV= General Insurance as part of the initial launch.

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