Amazon Expands Into Fashion Flash Sales With MyHabit

Amazon has just entered the flash sales market with MyHabit, a members-only (but free to sign up) fashion destination offering up to 60% discounts on designer brands.

Featured sale items are posted at noon ET daily from high-end fashion labels including Doo.Ri, Elizabeth and James (one of the labels designed by the Olsen sisters, who are also exploring e-commerce with StyleMint), Halston and Vera Wang.

Competing with other portals' fashion-forward sales channels, along with celeb-heavy direct-to-consumer e-commerce fashion sites, MyHabit isn't just targeting women, although that's who will likely do most of the shopping.

MyHabit offers items for men and children, with all items browsable by department and sale event.

“MyHabit gives fashion customers an elegant and easy-to-use online destination for private sale shopping,” said Maria Renz, president of MyHabit, in a press release. 

“Couple that with a curated selection of the best brands, free shipping and free returns, and new features like 360-degree video footage, and MyHabit sets a new standard in service, convenience and product presentation.” 

The site will have competition from Google’s recently launched Boutiques site, eBay’s Fashion Vault (and app), and dedicated private sales sites like European heavy-hitter Vente Privée, HauteLook, Beyond The Rack — and Gilt, which dominates the category, notes TechCrunch.

According to Amazon, “MyHabit was created by Amazon.com in response to customers' desires to shop intelligently from a selection of designer and boutique brands.”