Amazon is closing its MyHabit fashion site, according to Women’s Wear Daily(WWD), but not in defeat. WWD sees the move as “streamlining” as Amazon pushes to become a bigger fashion player.
As we wrote when it launched in 2011, MyHabit was similar to Gilt, Rue La La and Vente-Privee, but offered free, instant membership, allowing users to sign in with their Amazon.com accounts.
Amazon CEO Jeff Bezos called attention to the technology that he said would differentiate the site from others – by allowing shoppers to see how clothes look on a moving figure. “That team is pushing the envelope,” he said at the time.
According to the MyHabit website today, categories include clothing and accessories for men, women and kids, as well as home goods, toys, books and beauty products. “Most of our events start daily at 9 AM PT/ 12 PM ET and last 72 hours. Prices are up to 70% off list prices.”
Fashion is one of Amazon’s fastest growing categories. Colin Sebastian of RW Baird wrote in a report in January that Clothing & Accessories accounted for 7.4% of Amazon’s unit mix in the fourth quarter of 2015, up from 5.1% in the beginning of 2014. And he said the number of SKUs in the category grew 15% to 30.5 million in the fourth quarter.
Amazon has said that large numbers of brands have partnered to sell their items on Amazon’s websites. But it’s also designing its own apparel brands.
WWD published a statement from Amazon on Thursday: “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.”