Amazon.com this morning announced a new standalone site called MyHabit, a membership site offering daily sales on high-end fashion. It’s an interesting move by the company in the hot area of e-commerce known as private sales.
The company also will be using MyHabit to experiment in other ways — promising “fast, free shipping,” in addition to “upscale photography and 360-degree video of the clothing on live models.” The news release cites Doo.Ri, Elizabeth and James, Halston and Vera Wang as examples of the brands to be sold through the site.
Membership in MyHabit is free and instantaneous, according to the company
In an apparent nod to the independence of the site, it will be led by longtime Amazon executive Maria Renz in the role of president. Renz was previously Amazon’s vice president of shoes, jewelry and watches, and also oversaw Amazon’s Endless.com standalone shoes and accessories site.
Amazon showed an interest in the private sales market last October with an agreement to acquire BuyVIP.com. Competitors in the space include Gilt and Nordstrom, which announced its own deal to acquire private sales site HauteLook earlier this year.