Competition in the flash sales market is getting serious. Amazon is preparing to compete directly with Gilt.com and go head to head against Vente-Privee.com, still the biggest company in this scope. The group has just announced the launch of a new website in the United States called MyHabit, which offers flash sales to its members of up to 60% off over a limited period of time. Offers will include various specialised brands in women’s, men’s and children’s fashion. Amazon cited Doo.Ri, Elizabeths & James, Halston and Vera Wang as examples. “Myhabit is a beautiful website designed specifically for limited time sales”, commented Maria Renz, president of the new project.

But the real driving force behind Amazon’s success will be its numerous distribution centres which will allow the retailer to deliver members their purchases within a maximum of 4 days. Shipping well as return services are free, except for the 24-hour delivery option. Items eligible for return will be refunded in the form of credit to be spent on Myhabit.com, Amazon.com or Endless.com, the online shoe store operated by Amazon US.