Bath & Body Works Officially Launches in Amazon’s U.S. Stores, Expanding Access to Its Iconic Fragrances and Most Loved Products

Core Insights - Bath & Body Works has officially launched its products on Amazon's U.S. stores, enhancing consumer access to its iconic fragrances and popular products [1][3] - The launch is part of the brand's "Consumer First Formula," aimed at revitalizing the brand by focusing on consumer needs and expanding access through third-party channels [4][6] Product Offering - The Amazon storefront features a curated selection of Bath & Body Works' best-selling body care and home fragrances, including popular items like Champagne Toast and Eucalyptus Spearmint, available in various forms such as fine fragrance mists, body wash, and candles [2][3] Strategic Initiatives - The brand's entry into Amazon marks its first authorized storefront on the platform, providing a trusted shopping destination for consumers [3] - In addition to the Amazon launch, Bath & Body Works has expanded its presence in college campus stores, growing from 600 to over 1,000 locations to target younger consumers [5] Brand Evolution - The launch on Amazon coincides with an evolved brand identity that emphasizes modern storytelling and showcases the brand's leadership in scent and self-care [6][7] - The initiative aims to create a seamless shopping experience across various platforms, reinforcing brand loyalty and showcasing product quality [8] Company Overview - Bath & Body Works is recognized as a global leader in personal care and home fragrance, with a diverse product range including fine fragrance mists and 3-wick candles [9] - The company operates 1,934 locations in the U.S. and Canada, along with 544 international franchised locations and an online storefront [9]