Amazon Insurance Store is a new proposition in an insurance market dominated by the ‘Big Four’ Price Comparison Websites (PCWs). Typically, PCWs invest ~40% of revenue into marketing.

Our Challenge

In the UK (our focus market for launch) 70% of consumers shop for home insurance online; primarily on price comparison websites. It’s a noisy, well established category, but consumers feel like the process of buying insurance is something they have to steel themselves for; it’s a fight to choose and buy a product they won’t come to regret.

Our Strategy

To make Amazon a destination for Insurance, we positioned AIS as the insurance platform with the customer focus that Amazon is famous for; helping consumers to ‘choose what’s best for you’.

A female homeowner in her late 20s/early 30s moves into her new home, boxes in hand, but there's something a little bit different about this place... which we realize once we catch sight of a small bird rising up through the light towards a magnificent bespoke staircase.

Unpacking, she remembers to order shoe polish from Amazon before exploring more of this wondrous place, with its unique arched windows, eye-catching layout and shape, and shoelace rafts criss-crossing the walls and ceiling.

Then, on Amazon again, she orders home insurance.

Finally, we see why she needed that polish. Because she's buffing the outside of her shoe home - she's the lady that lives in a shoe.