80% of customers research insurance online but only 20% buy online. Source Acord 2018 

Is this the disruptive threat that insurers should counter-i.e.the first major competitor that offers a world-class online buying experience?  

 Aviva and Legal & General have already made the quote and buy process simpler- just 5 simple questions and here is your quote. By unleashing its recommendation engine combined with knowledge of customers and massive data Amazon can disrupt current distribution channels.

"Amazon is smart in terms of what they're going to distribute and how—they've opted for lower-friction products that they can sell without having to involve expensive humans. That may suggest that Amazon could pass on more complex lines like traditional private passenger auto or homeowners, at least for the time being.."  Forrester analyst Ellen Carney in Digital Insurance June 1 2018 

That could hit insurtechs like Lemonade and Slice more than large carriers. The key maybe in the first insurtechs or carriers that decided to partner with Amazon.