On Amazon’s new insurance store all quotes start with the same level of cover, there’s an easy checkout process, transparent reviews and simplified questionnaire. Will this innovative platform mean Amazon disrupts the insurance market next?

Raven has worked closely with Amazon’s development team, providing UX research and design to help them create a unique insurance comparison to debut in the UK. With the UK launch underway, here’s how we helped Amazon create a user experience that could disrupt the insurance industry.

What is Amazon Insurance Store?

The new Amazon Insurance Store will show home insurance shoppers quotes for policies from leading providers including Co-op, LV+ General Insurance, and Ageas. While it is similar to price comparison sites, what sets it apart is the in-depth UX research and UX design that has helped discover exactly what customers want. Within the store, all policies start with the same essential cover, the questionnaire is simplified, checkout is streamlined through Amazon.co.uk, and reviews and star ratings help build trust.

Standout features

The Amazon Insurance Store is designed so shoppers can easily compare like-for-like quotes, as they all start with the same level of cover: The Amazon Standard Cover.

Discussing the USP of Amazon Insurance Store, General Manager of Amazon’s European Payment Products, Jonathan Feifs said: “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 [...] 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.”

Working collaboratively with Amazon on UX research and UX design

To develop The Amazon Standard Cover and the product offering, The UX Agency worked closely with Amazon to research what customers are looking for and the most common home insurance claims. Through our clever UX design, the site layout makes it easy to compare quotes with the same level of cover, add additional products to policies, checkout, and read real reviews. As more customers purchase policies, the store will have more reviews, star ratings and claim acceptance rates, helping improve transparency and trust.

Refining and innovating

Feifs is already hinting that there are more products on the way that will continue to challenge banks and insurance companies. He said: “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.”

The UX Agency is working with Amazon on an ongoing basis, helping them to deliver new products and further disrupt the marketplace.

Are you building a new product or enhancing an existing one and want to know exactly what customers want? Get in touch with us to hear how we can help.