Would you shop for home insurance on Amazon or Google?

Could insurance go the way of discounted bestsellers, apparel, toiletries and more?

Maybe, suggests a J.D. Power and Associates survey that found one in five consumers said they would buy home insurance from Amazon or Google, reported the technology news site dig-in.com on Thursday.

The news report points to a number of moves in 2018 that put Amazon closer to the home insurance industry, including that the online retailer made two major investments in Acko, an Indian insurtech company whose stated goal is to be the first online-only insurer in the country. 

Further, Amazon has had internal discussions about offering home insurance coverage itself, according to a report in magazine The Information. And, in late August, Reuters reported that the company was looking into launching a home-insurance aggregator in Europe.