Bath & Body Works has launched its first authorised store on Amazon’s US marketplace, extending distribution of selected fragrances and home products.
The American personal care and home fragrance retailer said consumers can now purchase a selected range of its body care and home fragrance products through Amazon.
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The offering covers formats including fine fragrance mists, body wash, body cream, hand soap, as well as three-wick and single-wick candles and Wallflowers.
The move represents the brand’s initial official presence on Amazon and forms part of its Consumer First Formula transformation plan announced in November 2025.
The initiative is intended to refresh the business across brand, product and marketplace, with an emphasis on broadening access and discovery through third-party channels.
Bath & Body Works chief commercial officer Maly Bernstein said: “Our Amazon launch reflects our commitment to bringing consumers what they want – seamless access to the products they love across an integrated marketplace.
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By GlobalData“We’re making discovery easier and elevating the brand at every touchpoint, ensuring a consistent, trusted experience that builds loyalty and showcases our best-in-class product leadership. This initiative highlights how we plan to grow: strategically, and always with the consumer at the centre.”
According to the company, it entered 600 US college campus stores in 2024 with assortments aimed at Gen Z consumers as part of this distribution expansion.
The footprint has since increased to more than 1,000 locations following a positive consumer response.
The Amazon debut also introduces an updated brand identity, with revised visual presentation of the company’s fragrances, ingredients and formulations.
The company said the Amazon storefront is designed to offer a trusted destination for both new and existing customers seeking convenient online access to its products.
