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April 15, 2013

Amazon Launches Online Store for Adults 50 and Older

E-Retail Giant Continues to Expand in Apparent Bid to Control E-Commerce Market

Amazon, it seems, is determined to cover every market possible.

The e-retail giant today launched its 50+ Active and Healthy Living Store offering hundreds of thousands of products for older adults.

Nutrition, wellness, exercise and fitness, medical, personal care, beauty and entertainment items are all geared for customers 50 and older.

Opening an online store geared toward mature adults is a smart move as the Baby Boomers — a huge demographic — creep toward their senior years. The Boomers (those born between 1946 and 1964) make up a significant portion of the U.S. population — roughly 72 million, according to the last census. Add that number to the segment of the population that is 68 and older, and it is obvious that Amazon’s new store has a lot of potential customers.

“We’re excited to offer customers in the 50-plus 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, Amazon’s director of beauty, health and personal care. “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.”

The 50+ Active and Healthy Living Store features “fast, free shipping” through Amazon Prime and Super Saver Shipping just like and also offers its Subscribe & Save program.  Those who sign up for the program can receive “thousands of items – including everyday essentials like vitamins, incontinence care products and shampoo – delivered automatically to their home and at a discounted price.”

The 50+ Active and Healthy Living Store is just one demographic Amazon has targeted recently. Its acquisitions a few years ago of (baby products), (kids’ clothing) and (toys) target the young family demographic. It also acquired (shoes and apparel and (household good, beauty products, school supplies, hair care).

As consumers increasingly choose to shop online for personal care items, Amazon’s ever-expanding selection bodes well for its future.