MyHabit: the new private sales site from Amazon

Amazon just launched his new private sales site: MyHabit. Now Amazon can go after the Gilt, RueLaLa and HauteLook.

For big retailers like Amazon it makes a lot of sense:

• They have the inventory,

• They have the brands,

• They have the customers.

And they did it the right way because all his customers are enrolled by default. We can also argue whether the market is now too mature for this? Indeed in Europe this concept got launched back in 2001 and in the US, big players are in the place for already 5 years. The game changer could be to add some more engaging elements where people would have access to the same products they have on their site, in exchange to a bigger promotion and make this product more social for a higher engagement of their customers.