Amazon calls it quits on MyHabit

Amazon is has confirmed it is pulling the plug on its subsidiary fashion flash sale site, MyHabit, as it moves to focus on its own core fashion projects.

The shut-down will reportedly be complete by the end of May, with Amazon releasing the following statement to WWD to explain the decision.

"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."

The web giant launched the flash-sale site in 2011 at the height of flash sale site hype but things have cooled since then, with Gilt, once valued at over $1 billion, a key case in point. The site was acquired by Hudson Bay Company this year for just $250 million.