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EcommerceBytes-NewsFlash, Number 2535 - May 04, 2011 - ISSN 1539-5065    3 of 4

Amazon's MyHabit Launch Shows Continued Focus on Apparel

By Ina Steiner
May 04, 2011

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One year ago, Amazon.com founder and CEO Jeff Bezos told investors his company was focused on apparel, saying it was an important category with a very large market segment. On Tuesday, Amazon yet again demonstrated that commitment by announcing the launch of a new private-sale site called MYHABIT featuring "hand-picked styles from top designer and boutique brands" for up to 60% off.

MYHABIT.com is similar to Gilt, Rue La La and Vente-Privee, but offers free, instant membership - and users can sign in with their Amazon.com accounts. MYHABIT offers fast, free shipping on U.S. orders and free returns in the U.S. Most "events" start daily at 9 AM Pacific and last 72 hours. Featured brands include Doo.Ri, Elizabeth and James, Halston and Vera Wang in women's, men's, and children's departments.

The launch of MYHABIT follows Amazon.com acquisitions in fashion, including online shoe retailer Zappos and European sales site BuyVIP.com. Amazon also entered into a deal with New Balance last year to make its Heidi Klum collection available exclusively on Amazon.com.

Maria Renz, formerly Vice President Shoes, Jewelry & Watches Amazon.com and Endless.com, is President of MYHABIT. In a press release, she said, "MYHABIT is a beautiful website designed specifically for limited time sales and we think customers will love this shopping experience."

About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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