It was to be expected, sooner or later, and now the moment is there: Amazon makes its debut in the insurance industry as it starts to offer car and bike insurance through Amazon Pay in India. According to Amazon, tremendously popular in India, customers can purchase insurance in less than two minute with no paperwork at all. It is done in partnership with Acko General Insurance, a 4 year old Indian insurtech company that operates strictly from a digital platform. Competitive advantage comes from affordability, convenience and a seamless experience. To close the circle Amazon is one of the investors in Acko. It is not hard to guess that this will not be only and last insurance product Amazon will offer and not the first and final country.