Amazon is on trend. Well, at least it hopes it is with a new flash sales site designed to outdo competitors, including Gilt, Hautelook, Beyond the Rack, ideeli, RueLaLa, etc.
MyHabit.com is Amazon's new membership fashion site offering discounts of up to 60 percent for a limited time on designers such as Doo.Ri, Elizabeth and James, Halston and Vera Wang. The site will feature upscale fashion photography and 360-degree videos of models wearing sale items (neat stuff). MyHabit.com will also offer free four-day shipping on orders as well as free returns.
"MyHabit sets a new standard in service, convenience and product presentation," said Maria Renz, president of the company.
On its first day, MyHabit offered a Doo.Ri shirt dress with a listed price of $1695 for $678, a Bed:Stu Crecy Boot for men listed at $189.95 for $110; and a Saurette girl's Maia Dress listed at $106 for $53.
Ms. Renz told The Seattle Times, "Our intent is to be a matchmaker between our customers and brands, and provide the opportunity for brands to introduce themselves to a new incremental customer base."
The Seattle Times article pointed out that Amazon already has experience with two flash sales sites it owns. Woot! offers discounted electronics and BuyVIP is a Spanish website offering limited time sales to more than six million members in Europe.