Bath & Body Works launches curated Amazon storefront
Bath & Body Works is now open for business on Amazon.
The personal care and home fragrance retailer is opening its first official storefront on the Amazon platform. In a move first announced in November 2025 as part of its larger "Consumer First Formula” turnaround strategy, Bath & Body Works is letting consumers in the U.S. shop a curated selection of its products, including fragrance mists, body wash, body cream, hand soap, three-wick and single wick candles, and "wallflower" plugs. The selection is also eligible for Prime shipping.
[READ MORE: Bath & Body Works turnaround includes Amazon launch, less overwhelming stores]
The launch of the first authorized Bath & Body Works storefront on the Amazon platform comes as the chain has been working to expand its access to customers. A key pillar of its turnaround strategy includes expanding access and discovery through third-party channels.
In addition to opening its new Amazon storefront, during the 2025 holiday season Bath & Body Works scented Grand Central Terminal in New York City with its Fresh Balsam fragrance, offered "scent-igrations" in select movie theaters across New York, Los Angeles and Chicago and placed interactive kiosks in 46 high-traffic malls.
Other initiatives Bath & Body Works has undertaken as part of this strategy include opening more than 1,000 college campus stores across the U.S with a curated collection of Gen Z favorite products aimed at reaching new, younger consumers.
With its official launch on Amazon, Bath & Body Works is simultaneously unveiling a new brand identity intended to showcase it in a new way for modern consumers, including richer, more visually compelling storytelling. This new look, which debuts on Amazon, will expand to the brand’s owned channels later this year.
Our Amazon launch reflects our commitment to bringing consumers what they want—seamless access to the products they love across an integrated marketplace," said Maly Bernstein, Bath & Body Works chief commercial officer. "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 center."
Global natural beauty and skincare products retailer The Body Shop recently included a dedicated Amazon storefront as part of its digital U.S. relaunch. However, Saks, whose bankruptcy funding plan was approved on Jan. 15 by the judge who is overseeing the case in a Houston federal court, will reportedly cease operations of its Saks on Amazon shopping experience in the Luxury Stores at Amazon online store.
As of Nov. 1, 2025, Bath & Body Works operates 1,934 company-operated Bath & Body Works locations in the U.S. and Canada, 544 international franchised locations and an online storefront at bathandbodyworks.com.
