Was the Amazon Insurance Store doomed from its launch?

Amazon

Briefing: After 15 months, the Amazon Insurance Store is coming to an end. Scott McGee asks the question: ‘What went wrong?’ and ‘Was it doomed from the outset?’

It has been two weeks since Insurance Post broke the news the Amazon Insurance Store was closing down, and the overall reaction has not been one of surprise.

After the story broke, I was messaged by

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