Would you like car insurance with your newly purchased driving gloves on Black Friday? This could very well be a reality sooner than the UK insurance industry expected as it has been reported in Reuters that Amazon is in talks with major European providers to create a new comparison service.

Aside from disrupting retail, pharma-care, and grocery shopping, Amazon are now setting their sites on entering the insurance industry with a comparison service set to take on incumbents like Compare the Meerkat, Confused.com and Go Compare.

While it was not immediately clear what type of insurance would be sold on any Amazon site, home and motor policies are popular sellers on existing UK price comparison sites.

“As Amazon becomes a larger part of the home, whether it’s products delivered to the home, security monitoring, home services like Wi-Fi installation, you can make the case that insurance is the next logical step for this company,” said Morningstar analyst R.J. Hottovy, to Reuters.

Alexa, Renew My Car Insurance

An Amazon price comparison website for insurance products would take full advantage of the company’s leading edge technology and analytics capabilities, not to mention the ability to cross-sell and drive traffic to other related products and services. The ability to call on Alexa for renewal quotes and automatically take advantage of an offer purely by voice command is no longer in the realm of fiction.

While Amazon’s loyal customer base and reach would probably prove attractive to some insurers happy to cede some of their premiums to Amazon to expand sales, the potential for premiums to be forced lower through competition could deter others but ultimately be a win for consumers.

“It will take some time, but this looks like a significant medium-term negative for the incumbents” added Canaccord Genuity analyst Simon Davies, talking to Bloomberg.