Amazon targets the over-50 set

Amazon has set up a “store within the store” called 50+: Active and Healthy. It pulls together several categories and products aimed at the aging Baby Boomer (myself included). RetailWire panelists gave this idea mixed reviews, but I think it’s well worth the effort on Amazon’s part:

Great idea, and there’s no doubt that Amazon has the patience and IT expertise to find out what works and what doesn’t work, and to adapt accordingly along with their vendor providers. While the sheer number of Millennials is starting to surpass the Boomer population, there is no doubting the older group’s buying power.

Outside of chain drug stores — who have an opportunity to appeal to Boomers in a more focused way — it’s hard to see a brick-and-mortar concept that can offer the breadth of assortment found on Amazon. But there are certainly any number of specialty retail and service concepts that could do a better job catering to this population instead of always chasing the young.


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