• Amazon shuts down MyHabit
  • Etailer focusing on fashion
  • New partnership with Moda Operandi

Amazon is to close member-based flash-Sale site MyHabit to simplify its offer and become a global destination for fashion.

The etail giant told New York employees on Thursday that MyHabit will cease trading at the end of May.

The subsidiary, which launched in 2011 near the height of the flash-Sale craze, has struggled in recent months.

In a statement to fashion news site WWD, Amazon said: “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.”

The etailer has prioritised other fashion initiatives. Last week it revealed a partnership with Moda Operandi, allowing users to browse the luxury site with their Amazon log-in details.

It also hosts a live-streaming show, Style Code Live.

“Our customers can now shop from Amazon Fashion’s assortment of brands across clothing, shoes and accessories, backed by award-winning service, free shipping and returns, and exclusive benefits for Prime members,” Amazon said. 

“We are committed to assisting MyHabit employees in finding new roles within Amazon including, but not limited to, résumé-building, interview assistance and relocation assistance for internal job opportunities,” the etailer added.

Earlier this month, Asos chief executive Nick Beighton said he was not worried by Amazon’s fashion plans, and maintained Asos’ offer was different from the online giant’s.