Amazon has launched MyHabit.com, holding brief online “flash” sales of clothes.
With the new site, Amazon aims to emulate the success of flash sales and group buying sites such as Gilt.
Myhabit sells high-end apparel for men, women and children at deep discounts. The sales start at the same time each day, and shoppers must make their purchases before the clock, or the quantity, runs out.
Sales on the new site typically last 72 hours, Amazon said.
Amazon is late to a crowded field. It joins private flash sale sites like Vente-privee, Gilt, HauteLook, Ideeli and Rue La La, as well as a host of smaller start-ups and big retailers like Saks.
The site launched with clothes from Doo.ri, Badgley Mischka and i.am clothing, the brand of Black Eyed Peas member Will.i.am, on sale until Friday.
The site will feature photos and video of the clothing on models, the Internet retailer said.