Bath & Body Works starts selling on Amazon as more brands embrace its logistics network

Core Insights - Bath & Body Works has launched its first authorized brand storefront on Amazon, making popular products available for Prime members, which enhances accessibility for U.S. consumers [1][2] - Amazon dominates the U.S. online beauty and personal care market with a 47% share, significantly ahead of Sephora at 9%, indicating a strategic move for Bath & Body Works to tap into this large market [2] - The partnership with Amazon is part of Bath & Body Works' broader strategy to expand customer access points, which also includes selling products in over 1,000 college campus stores [2] Company Strategy - CEO Daniel Heaf, who joined Bath & Body Works in May, has outlined a "consumer-first formula" aimed at achieving profitable and sustainable growth through innovation, brand revitalization, marketplace competitiveness, and operational efficiency [3] - The Amazon partnership is described as a significant milestone in the company's strategy for the fiscal year, aiming to reclaim brand presence on the platform after previously relying on third-party resellers [4]