Amazon has discovered people over 50, the growing generation of (mostly) wealthy consumers. Especially for them the world’s largest internet department store has launched the 50+ Active and Healthy Living Store in America. Meanwhile, Amazon is also trying to reach customers on the other side of the age pyramid.
Active and healthy living
The new department offers people over fifty a wide assortment of products in the categories wellness, fitness, health, medical, incontinence, personal hygiene, beauty, travel, leisure and entertainment. In short, “everything for an active and healthy life style”.
“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”, says Chance Wales, Director of Beauty and Health & Personal Care for Amazon.
“Subscribe & Save”
Amazon will offer a “subscribe & save programme”, a subscription for medication or other recurring purchases such as food supplements or vitamins. Those products will get delivered to your home every month to every six months, so the customer does not have to remember it.
Customers who order multiple articles each month, will get an extra discount of 5% for four products each month and 15% when they order at least five products. Because being a wealthy generation does not mean you can just throw away your money, Amazon says...
Also for kids
At the same time, Amazon focused their attention not only to the older generation: young people will also get their own specialist webshop, called Look.com. That online shop will specialise in clothes for children and offered an assortment of 40,000 products from the get-go.
Officially Look.com is a subsidiary of Quidsi.com: not a brand on its own, but an holding company that controls several shops, such as Diapers.com and Soap.com. In 2010 Amazon got so impressed by the potential of the company, they bought it for an amount of 390 million euro.