Amazon to Close Its MyHabit Site
Posted on April 21, 2016
Amazon is going to shut down its MyHabit member shopping flash sale site. The online retailer will focus on Amazon Fashion instead. The site will shut down at the end of May.
Amazon issued the following 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."Amazon has been pouring resources into its fashion site. It was reported in February that Amazon has added seven private label brands to Amazon Fashion. The retailer has also greatly expanded its clothing and accessory product offerings. Amazon.com had a staggering 30 million apparel and accessory items listed during the 2015 holiday season
The other issue with MyHabit is that flash sales are not as strong of a business as they originally appeared. Re/code reports that flash sales have become "an increasingly difficult business." Re/code also notes that Amazon's decision to close the site comes not long after Gilt Groupe was acquired for a fraction of its peak valuation.
The CEO of MyHabit already left for Amazon earlier this year. Other MyHabit employees will be making the move as well. Amazon also told WWD, "We are committed to assisting MyHabit employees in finding new roles within Amazon, including but not limited to, résume-building, interview assistance and relocation assistance for internal job opportunities."
Amazon first announced MyHabit in May 2011. Amazon billed it as a "private sales site featuring hand-picked styles from top designer and boutique brands." The site will be a little over five years old when it is closed next month.