Amazon.com Inc. today launched an online store designed for consumers aged 50 and older.

The e-commerce operation, called 50+ Active and Healthy Living Store, sells such items as vitamins, blood pressure monitors, incontinence supplies and books. Consumers can sign up for the e-retailer’s Subscribe and Save program to receive automated shipments of certain products.

“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,” says Chance Wales, Amazon’s director of beauty and health and personal care. “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.”

Amazon is No. 1 in the Internet Retailer Top 500 Guide. Earlier this year, the e-retailer launched an online shop for pop culture collectibles. Last week, Amazon’s Quidsi subsidiary introduced a site called Look.com for children’s shoes and apparel.