Fragrance giant expands beyond own stores
For the first time, Bath & Body Works products are available directly through Amazon, opening a major new digital sales channel for the fragrance and home brand. The rollout introduces a curated selection of signature scents and candle collections, giving shoppers an additional way to purchase best-selling body care and home fragrance items.
The launch represents a notable shift for the company, which historically focused on its own retail footprint and e-commerce platform. By entering Amazon’s marketplace, Bath & Body Works is expanding distribution while attempting to maintain brand consistency across third-party channels.
Consumer-focused distribution strategy
The move is aligned with the company’s broader Consumer First Formula strategy, designed to increase convenience and meet customers wherever they prefer to shop. Executives have emphasized that expanding through select external partners is part of a measured growth plan rather than a wholesale channel overhaul.
Last year, Bath & Body Works began testing nontraditional retail distribution through hundreds of college campus stores, offering curated assortments tailored to Gen Z shoppers. That footprint has since grown from roughly 600 to more than 1,000 locations following strong demand.
Executive perspective
Chief commercial officer Maly Bernstein described the Amazon launch as a reflection of customer demand for easier access and seamless buying experiences. The company aims to preserve product discovery, consistent brand presentation and loyalty-building touchpoints even while operating within a third-party marketplace environment.
Curated assortment of popular scents
The Amazon collection features some of the brand’s most recognizable fragrances across body care, hand soaps and candles. Shoppers can find products from lines including:
- A Thousand Wishes: Body Cream, Body Lotion, Body Wash, Fine Fragrance Mist, Gift Set, Shea Butter Hand Cream
- Champagne Toast: Body Cream, Body Lotion, Body Wash, Fine Fragrance Mist, Gift Set, Shea Butter Hand Cream
- Eucalyptus Spearmint: Body Cream, Body Wash, Essential Oil Mist
- Gingham Gorgeous: Body Cream, Body Lotion, Body Wash, Fine Fragrance Mist
- Japanese Cherry Blossom: Body Cream, Body Lotion, Body Wash, Fine Fragrance Mist, Gift Set, Shea Butter Hand Cream
- Mahogany Teakwood: Body Cream, Body Wash, Body Spray, Gift Set, Wallflower Refill Bundles, Shea Butter Cleansing Bar, Ultimate Hydration Body Cream
- Warm Vanilla Sugar: Body Cream, Body Lotion, Body Wash, Fine Fragrance Mist, Gift Set, Shea Butter Hand Cream
- Lavender Vanilla and Ocean: Body Care and Essential Mists
- Home Fragrance: Single- and Three-Wick Candles, Wallflower Refills and Heaters
Additional seasonal and specialty scents such as Moonlit Goddess, Pistachio Milk & Honey, Sweet Orange & Agave and Stress Relief are also included, spanning candles, soaps and refill bundles.
Balancing reach and brand control
Entering Amazon offers broader audience exposure and incremental sales opportunities, but it also introduces competitive dynamics within a marketplace that hosts numerous fragrance and personal care brands. For Bath & Body Works, the challenge will be maintaining premium perception and pricing discipline while benefiting from Amazon’s logistical scale and discoverability.
The expansion signals a continued push toward omnichannel growth as the company tests how far its brand strength can translate across evolving retail platforms.
