MyHabit.com was a membership-only online retail store launched by Amazon in 2011. It focused on the flash sales business model, offering up to 60 percent discounts on designer and boutique products for women, men, and children. The site featured daily, limited-time sales and was an instant success in the flash sales market.
However, the popularity of flash sales started to decline, and MyHabit.com was shut down by Amazon in May 2016. The closure was part of Amazon's effort to simplify their offerings and improve customer experience. Despite the closure, Amazon continues to grow its fashion retail business through other initiatives.