Bath & Body Works has launched its first authorized store on Amazon’s US marketplace, expanding distribution of select fragrances and home products.
The US personal care and home fragrance retailer said consumers can now purchase a select range of its body care and home fragrance products through Amazon.
The offer covers formats including fine fragrance mists, shower gel, body cream, hand soap, as well as three-and-one-wick candles and Wallflowers.
The move represents the brand’s initial official presence on Amazon and is part of its Consumer First Formula transformation plan announced in November 2025.
The initiative aims to refresh the business across brands, products and markets, with an emphasis on expanding access and discovery through third-party channels.
Maly Bernstein, chief commercial officer at Bath & Body Works, said: “Our launch on Amazon reflects our commitment to giving consumers what they want: seamless access to the products they love in one integrated marketplace.
“We’re making discovery easier and elevating the brand at every touchpoint, ensuring a consistent, trusted experience that builds loyalty and showcases our leadership in best-in-class products. This initiative highlights how we plan to grow: strategically and always with the consumer at the center.”
According to the company, it will enter 600 U.S. college campus stores in 2024 with assortments targeting Gen Z consumers as part of this distribution expansion.
The presence has since grown to over 1,000 locations following positive consumer response.
The Amazon debut also features an updated brand identity, with a revised visual presentation of the company’s fragrances, ingredients and formulations.
The company said the Amazon store is designed to offer a trusted destination for new and existing customers looking for convenient online access to its products.
“Bath & Body Works Launches Authorized Amazon Store in US” was originally created and published by Retail Insight Network, a brand owned by GlobalData.
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