We note that Amazon has just opened a digital storefront called “50+ Active & Healthy Living”. This site is a portal that gathers hundreds of products sold elsewhere on Amazon.com, and presents them in nine categories: Nutrition & Wellness, Exercise & Fitness, Health Care, Medical Supplies, Incontinence*, Personal Care, Beauty, Travel & Leisure, and finally Entertainment.
There’s a ‘Resource Center’ on the site, with links to posts on Beauty 101, Losing Weight, Boosting Brain Power, and Care-Giving. That creates an illusion that Amazon sees this site as a real resource. But following those links leads to a single page of repurposed content cadged from Grandparents.com. The content presented is OK, for what it is, but it’s not anything you’d go back to.
So on one level, we’re heartened that Amazon’s decided to acknowledge 50+ consumers, but less than impressed by the way Amazon seems to view us — as pants-wetting diabetics obsessed with our visible signs of aging. Honestly, we expected more from Amazon, which is extremely adept at mining its customers’ data, and could have used the purchase choices of 50+ consumers to shape a site that sold product, sure, but also catered to our real and varied interests.
*Really, Amazon? There had to be a whole category devoted to incontinence?