Amazon's finally pulling the plug on its fashion flash sale site, MyHabit. The site sells discounted Frye boots and Tom Ford sunglasses, but by June, WWD reports that MyHabit will be no more as Amazon turns its focus to all its other fashion efforts.
Amazon said in a statement to WWD:
Fashion is one of Amazon’s fastest growing categories. As we continue to increase our breadth of selection and improve the customer experience on Amazon.com, we have decided to simplify our offering and will be closing MyHabit at the end of May. Our customers can now shop from Amazon Fashion’s incredible assortment of brands across clothing, shoes, and accessories — backed by award-winning service, free shipping and returns, and exclusive benefits for Prime members.
MyHabit launched in 2011 as Amazon's entry into the flash sale craze, but now shoppers have moved on and Amazon is moving on too. Gilt, once valued at over $1 billion, was acquired by Hudson Bay Company this year for $250 million. Rue La La still exists, and Ideeli (now Ideel) is still hanging in there after being acquired by Groupon.
Meanwhile, Amazon is determined to conquer fashion. This year alone, Amazon has unveiled its own in-house clothing brands, and its selection in apparel and accessories has grown to 30 million items. The retailer also made a move towards luxury fashion last week by partnering with Moda Operandi — shoppers can now check out at Moda Operandi with their Amazon log-ins.