Bath & Body Works is expanding its retail footprint into Amazon’s U.S. Stores, a move signaling a broader shift in how traditional brick-and-mortar retailers are leveraging the e-commerce giant’s logistics network. The partnership, launched , will make the brand’s popular fragrances, body washes, hand soaps, and candles available to Amazon Prime members, with the selection eligible for Prime shipping.
The move represents a significant change for Bath & Body Works, which previously relied primarily on its roughly 2,600 owned and franchised stores and its own website for sales. Last year, the company began a pilot program selling curated collections in over 1,000 college campus stores, targeting a younger demographic. The Amazon launch builds on that strategy of expanding access points for consumers, according to company statements.
“Launching our first authorized brand storefront on Amazon allows us to put ourselves directly in the path of the consumer,” said Daniel Heaf, Bath & Body Works CEO, in a statement to CNBC. “It’s about meeting them where they already shop.”
Amazon: Friend or foe?
Amazon’s dominance in the online beauty and personal care market – accounting for 47% of U.S. Sales in 2024, according to Euromonitor – makes it an increasingly important partner for brands. Sephora holds the second-largest share at 9%, with 39% of all beauty and personal care sales taking place online. For vertically integrated brands like Bath & Body Works, which designs, manufactures, and sells its own products, Amazon is evolving from a potential competitor to a crucial logistics partner.
Unlike traditional wholesale relationships where Amazon owns and sells the products, Bath & Body Works will retain ownership of its inventory and control pricing on the Amazon storefront. The company will leverage Amazon’s fulfillment network to offer Prime-eligible shipping. This model differs from the approach taken by Gap, which began selling “core basics” on Amazon in 2022 through a wholesale arrangement.
The shift reflects a growing trend among retailers to embrace Amazon’s logistical capabilities. Previously, Bath & Body Works products were available on Amazon through third-party resellers, a situation the company now aims to control and capitalize on. Heaf emphasized the importance of reclaiming the brand narrative and marketplace sales on the platform.
The decision to partner with Amazon follows a period of strategic change for Bath & Body Works. Heaf joined the company in , after previously serving as Nike’s chief transformation and strategy officer. He has outlined a “Consumer First Formula” focused on product innovation, brand revitalization, marketplace success, and operational efficiency. The Amazon partnership is described as a key milestone in executing this strategy.
Other vertically integrated brands, including J.Crew and Everlane, have also established limited presences on Amazon, suggesting a broader acceptance of the platform as a valuable distribution channel. Kendra Scott, a jewelry company, initially resisted selling on Amazon but ultimately embraced the opportunity after recognizing its potential reach.
Despite the Amazon partnership, Bath & Body Works is also focused on enhancing its own direct-to-consumer experience. The company recently lowered its free shipping threshold to $50 from $100, aiming to remain competitive with Amazon’s Prime benefits. However, Heaf acknowledged that Bath & Body Works cannot compete with Amazon’s speed and scale in fulfillment.
“We know that we will never compete with Amazon in terms of their Prime Network. No one is going to be offering next-day shipping. That’s just not what we’re in the business of,” Heaf stated. “And so I think that by going on Amazon, we are also making our own site more competitive but recognizing that our job is not to build a fulfillment network that can operate at the speed of Amazon.”
The launch on Amazon is the “first of many milestones” Bath & Body Works plans to deliver this fiscal year, according to Heaf, as the company seeks to return to “profitable, sustainable growth.” The partnership represents a calculated bet that expanding access through Amazon’s platform will outweigh any potential risks associated with ceding control of a portion of its sales channel.
