Amazon.com is moving into the older adult market with a big splash, an extension of Alexa called “Care Hub” while also adding tools for Alexa for Hospitality. The app allows remote connections and monitoring between older adults and their loved one. Care Hub also offers customizable alerts. For instance, alerting a loved one the first time the elderly person uses Alexa each day, as well as giving an alert if the senior is inactive for a certain period of time. It also comes with features like “Alexa, call for help” which will notify a family member immediately. This is great that Amazon.com is building its presence in this growing market after its acquisition of PillPack.