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Amazon Goes After Older Adults & Seniors With New Store

Amazon has launched a new store catering to mature adults and seniors, the company announced today. But while “Amazon Seniors” would have a nice ring to it, Amazon went with a more polite, if wordy, branding: “50+ Active and Healthy Living Store.” As the name implies, the new store will be focused on a variety of “healthy living” needs, including nutritional products, wellness, exercise, fitness, medical, personal care, beauty and entertainment items and more.

The site also serves as another smart extension of one of Amazon’s lesser-known features: subscription-based ordering. Today’s its “Subscribe & Save” program allows Amazon customers to schedule automatic deliveries of household products (cleansers, paper towels, etc.) and other replenishable goods, including baby products (diapers, wipes, etc.), personal care items (deodorant, lotions, etc.), and more.

With the new Amazon 50+ store, that same type of automatic re-ordering is possible for products aimed at the older crowd, like vitamins, incontinence care products, shampoos, and the like. When ordered via Subscribe & Save, customers are entitled to a discount – up to 15 percent – on items purchased.

Targeting seniors’ interest in clipping coupons to save, Amazon’s senior store – oops, sorry, it’s 50+ store – also includes a “Coupons” section promoting items which are discounted by either a percentage off or dollars off. This section, featured prominently on the store’s homepage, lets consumers virtually “clip” the coupon, then receive the discount at checkout.
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