Bath & Body Works has launched its first authorized storefront on Amazon’s U.S. platform, making its core body‑care and home‑fragrance lines available to the Amazon customer base. The launch features a curated selection of best‑selling fragrances—including Champagne Toast, A Thousand Wishes, Mahogany Teakwood, and Eucalyptus Spearmint—in a range of formats from fine‑fragrance mists to candles and hand soaps.
The move is a key milestone in the company’s “Consumer First Formula” strategy, which aims to lift digital penetration from 20% to 40‑45% and unlock a multi‑year growth engine. By leveraging Amazon’s fulfillment network, Bath & Body Works can offer Prime‑eligible shipping and reach new shoppers without cannibalizing its brick‑and‑mortar sales. The company’s CEO Daniel Heaf said the launch would "elevate the brand at every touchpoint" and help the company win in the marketplace.
Management highlighted the strategic importance of the Amazon storefront. Maly Bernstein, Chief Commercial Officer, noted, "Amazon is an important way for us to put Bath & Body Works directly in the path of the consumer." She added, "It's an opportunity to introduce new customers to the brand while giving longtime fans quick, convenient access to the products they love, all in a way that reflects our quality and craftsmanship." Bernstein also said, "Our Amazon launch reflects our commitment to bringing consumers what they want—seamless access to the products they love across an integrated marketplace."
The launch is expected to broaden Bath & Body Works’ reach to a larger, more price‑sensitive audience while preserving the brand’s experiential retail focus. The Amazon storefront is positioned to drive incremental online sales, support the company’s $250 million cost‑saving initiative over two years, and provide a platform for future product launches and brand collaborations. The company has also expanded its retail footprint to over 1,000 college campus stores, underscoring a broader effort to reach new consumer segments.
Bath & Body Works entered the Amazon marketplace at a time when other beauty and personal‑care brands—such as Charlotte Tilbury, Bobbi Brown, and The Body Shop—are also active on the platform. The official storefront is intended to combat unauthorized third‑party sellers and offer customers a trusted source for authentic products. The launch coincides with the unveiling of an evolved brand identity, featuring richer storytelling and a new visual presentation that will roll out to owned channels later in 2026.
The company’s recent earnings provide context for the strategic significance of the Amazon launch. In Q3 2025, Bath & Body Works reported adjusted EPS of $0.35, missing the forecast of $0.40, and revenue of $1.6 billion, down 1% year‑over‑year. In contrast, Q1 2025 saw net sales rise 3% to $1.4 billion and EPS climb 29% to $0.49, exceeding guidance. These mixed results illustrate the company’s focus on balancing growth with cost control as it expands its digital footprint.
The content on EveryTicker is for informational purposes only and should not be construed as financial or investment advice. We are not financial advisors. Consult with a qualified professional before making any investment decisions. Any actions you take based on information from this site are solely at your own risk.