London — Amazon.com is sounding out some of Europe’s top insurance firms to see if they would contribute products to a UK price comparison website in what would be a major foray by the US online retail giant into the region’s financial services. Three industry executives said they had held talks with Amazon about the possible launch of a site. One said talks were part of several discussions Amazon is having with insurers. A second said there were no imminent launch plans. 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, or home services like Wi-Fi installation, you can make the case that insurance is the next logical step for this company," said Morningstar analyst RJ Hottovy. The industry sources declined to be named as the talks are confidential. ...

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