The American Association of Retired Persons (AARP) has launched its own retail shopping website. It is targeted to the group's base of 37 million members, who are all 50 years of age or older.

The new site, www.aarp.org/marketplace, began with more than 500 branded products. The primary categories are consumer electronics, watches, home appliances, sports and fitness products, luggage and toys. Among the featured brands are Sony, Motorola, Callaway Golf, Cannon and Garmin.

The website was developed by Power Merchandising Corp. and it processes orders through its own shopping cart. It is open only to AARP members, who can access it by logging on with information from their membership card.