Amazon Launches a Flash-Sales Fashion Site

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The country’s largest online retailer is about to make even more bank. Amazon has just announced the launch of MyHabit, a members-only shopping platform offering up to 60% off designer apparel and accessories for men, women, and children. Following a familiar model, this site features daily sales events that start at 12pm ET and last for 72 hours. And although they’re now in direct competition with the likes of flash-sale veterans like Gilt and HauteLook, MyHabit is capitalizing on advanced technology to place them ahead of the game from the get-go.

“Our artistic team ensures a standard of beautiful photography across the site, including our unique 360-video technology, showcasing the actual fit and drape of the clothing on live models,” notes the site’s “About Us” section. In addition to viewing images of featured items, members are treated to high-quality videos of their selected looks in action to zero-in on a garment’s wear ability. MyHabit’s competitors have yet to offer this functionality, which may be a deal-breaker for tech-savvy fashion consumers.

In addition to spiffy new features, MyHabit has another advantage—their member database. “Amazon attracts approximately 65 million customers to its U.S. website per month,” according to the company’s Wiki. Since many of those customers are likely registered Amazon members, which can log into MyHabit using their Amazon account info, then that means MyHabit already has a million plus members to begin with.

One component that will affect MyHabit’s standing in the flash-sales game is their inventory. Gilt has been sweeping the competition for some time now due to their ability to deliver top-notch daily discounts on high-end designs, from Zac Posen and The Row, to luxury basics from Vince and James Perse. With today’s sale featuring delectable looks from Doo.Ri, I’d say MyHabit is off to a great start.