Like many others, I first began to receive regular correspondence from AARP in my late forties. Despite the group's assertions that I would benefit greatly from becoming a member, I didn't join when I became eligible at 50. This experience flashed into my brain this week when I read a press release from Amazon.com announcing the launch of its 50+ Active and Healthy Living Store (www.amazon.com/50activeliving). While I fit the age demographic, I'm just not sure it's for me. It just seems too limiting somehow. My needs are defined by many factors that go well beyond my chronological age.
Personal reservations aside, the idea behind the store is to make it easier for older consumers to find and buy products that meet their life-stage needs. Clearly, the graying of America means that Amazon has targeted a large and growing market, one that also has significant levels of disposable income.
"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. 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, director of beauty and health & personal care for Amazon, in a statement. "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."
Items purchased through the store are eligible for free shipping and customers can have discounted items delivered on an ongoing schedule as part of Amazon's Subscribe & Save program. The store also includes a "coupons" section offering items discounted on a dollar or percentage basis.