Amazon.com, Inc. (NASDAQ:AMZN) has created a new store that’s geared toward consumers over the age of 50. The online retailer calls the new store its “50+ Active and Healthy Living Store,” and you guessed it: the store is focused on a variety of items for healthy living, from nutritional supplements to fitness and medical products.

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As TechCrunch points out, the store also works as an extension of Amazon.com, Inc. (NASDAQ:AMZN)’s Subscribe and Save program, which allows consumers to schedule products to be delivered to their home on a regular basis. The program is designed to make items like paper towels, shampoo and other items easily available because they’re delivered to the user’s home automatically on set days. Subscribe and Save offers a 15 percent discount to those who sign up.

Consumers aged 50 and up are also known for liking to use coupons, and Amazon.com, Inc. (NASDAQ:AMZN) targets that habit as well. The store features a section for coupons, which advertises items that are discounted, either by a set amount of dollars off or by a percentage off.

It also has a resource section which offers tips on just about everything involved in the lives of consumers aged 50 and up, from beauty and health eating tips to care giving advice. Amazon.com, Inc. (NASDAQ:AMZN) said it gets the content for its resource section from Grandparents.com, so it is specifically aimed at those aged 50 and up.

Of course, seniors have been the slowest to pick up technology, but Amazon’s decision to target them specifically shows what an important segment of the Internet retail business they are. More than a third of all Internet users are now over the age of 50, according to a study conducted by Jupiter Research. A separate survey done by Pew Internet found that 74 percent of consumers between the ages of 50 and 64 use the Internet while 41 percent of those over the age of 65 do also.