Having concluded that flash sales are something of a bad (read: no longer popular) habit among consumers, Amazon is doing away with its own offering in the space.
Re/code reports that the eCommerce giant is shutting down its flash-sale fashion shopping site MyHabit after five years of operation. This decision comes just three months after Gilt Groupe — of which MyHabit was once a competitor, notes the outlet — was sold to Hudson’s Bay for $250 million, a heck of a discount for the owner of Saks Fifth Avenue given that Gilt Groupe was valued at more than $1 billion.
The Re/code story additionally shares WWD‘s report that Amazon expects to pull the plug on MyHabit by the end of May.
While Amazon’s decision (as well as Gilt Groupe’s deeply discounted buyout) appears to signify that the curtain has fallen on flash-sale fashion sites, the titan remains committed to furthering its own efforts in the fashion space overall.
“Fashion is one of Amazon’s fastest-growing categories,” the company remarked in a statement to WWD. “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.”
“We are committed to assisting MyHabit employees in finding new roles within Amazon,” continued the statement, “including, but not limited to, résumé-building, interview assistance and relocation assistance for internal job opportunities.”