Bath & Body Works has launched an official storefront on Amazon, making its popular fragrances, body washes, hand soaps, and candles available with Prime shipping. This move comes as a strategy to better meet customers where they shop, as Amazon holds a significant share of the U.S. online beauty market. CEO Daniel Heaf, who joined the company after leaving Nike, aims to drive sustainable growth through innovative products and improved brand presence.
Previously, Bath & Body Works products were sold on Amazon through third-party resellers. Now, the brand retains inventory control and pricing while utilizing Amazon’s fulfillment network. This partnership is part of Heaf’s broader strategy termed the “consumer-first equation,” focused on re-establishing the brand’s narrative on digital platforms.
The company acknowledges it can’t compete with Amazon’s logistics and delivery speed but believes this collaboration will enhance its competitiveness. The launch follows Bath & Body Works’ outreach to college campuses, broadening customer access alongside its 2,600 corporate stores and website.
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