Trust in the brand and shopping experience are much higher than that for insurance. 

"“There’s no digital property that is more pervasive from a retail perspective than Amazon,” Seth Rachlin, EVP and insurance lead at Capgemini, told Insurance Business.

Airbnb already recognises the threat of the Amazon Business Model- "Brian Cheskey the founder states " Of all the big tech companies, the way Amazon has approached building their business to a one-stop shop for shopping is probably most similar to what we are trying to do."

Insurers should do likewise and exploit digital platforms that deliver similar customer satisfaction and experience. Combined with their core strengths they can anticipate the threat.