Amazon has launched a new store catering to mature adults and seniors, the company announced on Monday. But while “Amazon Seniors” would have a nice ring to it, Amazon went with a more polite, if wordy, branding: “50+ Active and Healthy Living Store.” As the name implies, the new store will be focused on a variety of “healthy living” needs, including nutritional products, wellness, exercise, fitness, medical, personal care, beauty and entertainment items and more. The site also serves as another smart extension of one of Amazon’s lesser-known features: subscription-based ordering. Today’s its “Subscribe & Save” program allows Amazon customers to schedule automatic deliveries of household products (cleansers, paper towels, etc.) and other replenishable goods, including baby products (diapers, wipes, etc.), personal care items (deodorant, lotions, etc.), and more.