’s latest speciality store doesn’t have a nice ring to it. In fact, it is a bit a mouthful.

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 ( for pet owners); (for home decor nuts); and most recently (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 is hoping to take a bigger chunk of that retail spending.


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  • Mark Gardiner

    Really, Amazon? An entire department of this ‘store’ is devoted to incontinence? At we’re feeling a little typecast. You can check our blog for a more detailed response to this story, but in short, with Amazon’s skill at mining customers’ data, we hoped for a more nuanced assessment of 50+ consumers’ interests and activities and a meaningful resource portal that would keep us coming back.

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