But it certainly represents a big market opportunity. The company today unveiled its new 50+ Active and Healthy Living Store — a one-stop destination for nutrition, wellness, exercise, medical, entertainment and other items specifically geared for those 50 and older.
The new store represents a continued move by the online retailing powerhouse to build customized stores for selected niches, something it has been doing aggressively through its Quidsi unit (Wag.com for pet owners); Casa.com (for home decor nuts); and most recently Look.com (for parents).
“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,” said Chance Wales, director of beauty and health & personal care for Amazon.
In the store, shoppers can buy everything from vitamins to blood pressure monitors to travel books geared to older adults. When I arrived on the site this morning, the company was marketing Depend undergarments.
As the chart below from the Pew Internet & American Life Project shows, Internet use is soaring among older Americans. Looks like Amazon.com is hoping to take a bigger chunk of that retail spending.