Amazon Taps Into Growing 50-Plus Market With New Store

Online retail powerhouse Amazon (NASDAQ:AMZN) maintains a consumer base that is millions strong, but it’s taking a closer look at the aging population with the launch of a new business channel announced Monday: A 50+ Active and Healthy Living Store. 

For an experience that caters specifically to the 50-plus demographic, consumers can visits the online store for products spanning wellness, exercise and fitness, medical, personal care, beauty, and entertainment items among other products all within a single destination.  

The “store” is designated for 50+ customers who can sign up for Amazon’s Subscribe & Save program and get a variety of items they may require on a regular basis—from vitamins or shampoo to incontinence care products—delivered automatically to their homes at a discounted price. will feature detailed product information, images, customer reviews, best sellers, recommendations, and a resource center with tips on beauty, healthy eating, caregiving, and various other topics “to help customers discover products that are right for them,” the company said in a Monday announcement.  

Categories for the 50+ Active and Healthy Living Store include Health Care, Exercise & Fitness, and Medical Supplies. 

“We’re excited to offer customers in the 50+ age range a place to easily discover hundreds of thousands of items that promote active and healthy living. This is a destination where a customer can purchase anything from vitamins and blood pressure monitors to skin care items and books on traveling the world,” said Chance Wales, Director of Beauty and Health & Personal Care for Amazon, in a statement. “Our goal is to offer great prices on a vast selection of items and a robust Resource Center filled with tips on everything from boosting brain power to care-giving.”

Written by Alyssa Gerace

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