Amazon is said to be preparing to establish a UK insurance comparison website – a move tipped to spur creativity in the industry.

“The aggregator market has lacked innovation over recent years, to which Amazon could bring something new,” GlobalData insurance analyst Danielle Cripps said.

“Some insurers could seek to build their relationship further, adding insurance skills to Amazon Alexa or using Amazon’s marketplace of products such as smart home devices or wearables to further their product offerings.”

Amazon UK declined to comment on reports it has spoken with leading insurers about plans for a comparator.

Various British media outlets, citing unnamed sources, say the online retail giant has contacted industry executives. They say there is no plan for an imminent launch.

Fellow tech giant Google wound down its UK comparison site for motor and travel insurance products in 2016 because of poor traction.