Amazon has opened a specialty store for consumers over the age of 50. Amazon is calling the new store the "50+ Active and Healthy Living Store." The new store features hundreds of thousands of items that are important for older consumers, some of which are too embarrassing to purchase in stores.
The new store, browsable here, looks to capitalize on the growing market of older consumers. The AARP expects that 45 percent of the US population will be aged 50 and older by 2015. Amazon wants to make sure they have a specialized place to shop.
After all, a large portion of the 50+ category have Amazon accounts and enjoy shopping online.