Amazon launches MyHabit fashion deals app on iPhone

Amazon.com will expand its new membership-only MyHabit.com fashion destination to Apple's (NASDAQ:AAPL) iPhone, giving shoppers on-the-go access to limited-time sales from popular designer brands.

Amazon.com will expand its new membership-only MyHabit.com fashion destination to iPhone.

The free MyHabit app, now available for download via Apple's App Store, boasts daily sales promising up to 60 percent off brands like Doo.Ri, Elizabeth and James, Halston and Vera Wang. Merchandise encompasses women's, men's, and children's departments, and users may browse by department and sale event, viewing 360-degree video footage of items on models alongside photos and detail product pages. MyHabit sales begin at noon ET--iPhone users can preview each week's calendar of events and set up alerts to help guarantee they can score a desired item before it sells out.

MyHabit for iPhone joins a list of Amazon.com m-commerce applications including Amazon Deals for iPhone, Price Check by Amazon for iPhone and Amazon Windowshop for iPad, as well as solutions for Android, BlackBerry and Windows Phone 7 smartphones. Citing two sources with knowledge of the project, Bloomberg reported this spring that Amazon is targeting the booming mobile payments sector as its next step into the digital services realm, developing a Near Field Communications-based service enabling consumers to purchase items at brick-and-mortar retailers by waving their smartphone in front of a point-of-sale reader unit. The current status of the initiative is unknown.

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