Overview
- The Friday launch marks Bath & Body Works’ first direct sales on Amazon through an authorized brand storefront for U.S. shoppers.
- A curated edit of body care, hand soaps and candles features fan favorites such as Champagne Toast, A Thousand Wishes, Mahogany Teakwood and Eucalyptus Spearmint.
- Items are Prime-eligible via Amazon’s fulfillment partners while the brand retains ownership of inventory and sets prices.
- Leaders frame the move as part of a Consumer First Formula to expand access and reclaim marketplace sales previously handled by third-party resellers.
- With Amazon accounting for 47% of U.S. online beauty, the brand is widening reach alongside lowering its own free-shipping threshold to $50 and expanding to 1,000-plus college campus stores.