While perhaps not a true “overstock” item, the Internet retail giant is treating insurance the way it treats its other retail products, making auto and home insurance products available to its masses.

The result of a partnership with Answer Financial, the new O.co Insurance tab allows consumers in all 50 states to submit insurance information and immediately receive free, side-by-side quotes from as many as 20 leading insurance providers. Answer Financial is one of the largest online personal insurance agencies with more than 340,000 policies in force as of March 2011.

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