{"id":85930,"date":"2026-02-24T17:15:09","date_gmt":"2026-02-24T22:15:09","guid":{"rendered":"https:\/\/www.mytotalretail.com\/?post_type=article&p=85930"},"modified":"2026-02-24T17:15:09","modified_gmt":"2026-02-24T22:15:09","slug":"bath-body-works-launches-first-brand-storefront-on-amazon","status":"publish","type":"article","link":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/","title":{"rendered":"Bath & Body Works Launches First Brand Storefront on Amazon"},"content":{"rendered":"

Bath & Body Works launched an authorized storefront on Amazon.com in its latest effort to sell products outside its stores, reports CNBC<\/a>. The mall-favorite brand is making some of its best-selling fragrances, bodywashes, hand soaps and candles available for Amazon’s U.S. shoppers. The selection is also eligible for Prime shipping.<\/p>\n

The Amazon launch signals Bath & Body Works’ ongoing strategy to expand its access points for customers. Last year, it began selling its products in college campus stores — with a footprint of now more than 1,000 locations — in the company’s first points of sale outside its roughly 2,600 owned and franchised stores and its own website. Before the official storefront launch, Bath & Body Works products were sold on Amazon through third-party resellers.<\/p>\n

Total Retail’s Take:<\/strong> The launch of its Amazon storefront is part of new CEO Daniel Heaf’s strategy to return Bath & Body Works to profitable growth. Heaf joined the company in May and recently laid out what he’s calling a “consumer-first formula.”<\/p>\n

Bath & Body Works joins retail brands such as Gap, J.Crew, and Everlane in using Amazon’s fulfillment network to fill the role of skilled logistics partner rather than retailer. These brands are viewing the e-commerce giant as another opportunity to reach shoppers rather than a competitive threat. Under its agreement with Amazon, Bath & Body Works will retain ownership of the inventory and control pricing, continuing to sell its products on its own website.<\/p>\n

“We know that we will never compete with Amazon in terms of its Prime Network,” Heaf noted. “By going on Amazon we’re making our own site more competitive but recognizing that our job is not to build a fulfillment network that can operate at the speed of Amazon.”<\/p>\n","protected":false},"excerpt":{"rendered":"

Bath & Body Works launched an authorized storefront on Amazon.com in its latest effort to sell products outside its stores, reports CNBC. The mall-favorite brand is making some of its best-selling fragrances, bodywashes, hand soaps and candles available for Amazon’s U.S. shoppers. The selection is also eligible for Prime shipping. The Amazon launch signals Bath […]<\/p>\n","protected":false},"author":9544,"featured_media":85931,"comment_status":"closed","ping_status":"closed","template":"","coauthors":[117972],"class_list":["post-85930","article","type-article","status-publish","has-post-thumbnail","hentry","category-e-commerce","category-marketplaces","tag-amazon","tag-amazon-storefront","tag-bath-body-works","tag-daniel-heaf","tag-e-commerce","tag-fulfillment","tag-logistics-partner","editorial_type-news","company-bath-body-works","person-daniel-heaf","collection-today-on-total-retail","vertical-retail"],"yoast_head":"\nBath & Body Works Launches First Brand Storefront on Amazon<\/title>\n<meta name=\"description\" content=\"Bath & Body Works launched an authorized storefront on Amazon in its latest effort to sell products outside its stores, reports CNBC.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bath & Body Works Launches Amazon Storefront\" \/>\n<meta property=\"og:description\" content=\"Bath & Body Works launched an authorized storefront on Amazon in its latest effort to sell products outside its stores, reports CNBC.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/\" \/>\n<meta property=\"og:site_name\" content=\"Total Retail\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"718\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Bath & Body Works Launches Amazon Storefront\" \/>\n<meta name=\"twitter:site\" content=\"@MyTotalRetail\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data2\" content=\"Kristina Stidham\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/\",\"url\":\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/\",\"name\":\"Bath & Body Works Launches First Brand Storefront on Amazon\",\"isPartOf\":{\"@id\":\"https:\/\/www.mytotalretail.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg\",\"datePublished\":\"2026-02-24T22:15:09+00:00\",\"description\":\"Bath & Body Works launched an authorized storefront on Amazon in its latest effort to sell products outside its stores, reports CNBC.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#primaryimage\",\"url\":\"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg\",\"contentUrl\":\"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg\",\"width\":1024,\"height\":718,\"caption\":\"Bath & Body Works Launches First Brand Storefront on Amazon\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.mytotalretail.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Articles\",\"item\":\"https:\/\/www.mytotalretail.com\/articles\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Bath & Body Works Launches First Brand Storefront on Amazon\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.mytotalretail.com\/#website\",\"url\":\"https:\/\/www.mytotalretail.com\/\",\"name\":\"Total Retail\",\"description\":\"The Retailer's Source for Content & Community\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.mytotalretail.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Bath & Body Works Launches First Brand Storefront on Amazon","description":"Bath & Body Works launched an authorized storefront on Amazon in its latest effort to sell products outside its stores, reports CNBC.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/","og_locale":"en_US","og_type":"article","og_title":"Bath & Body Works Launches Amazon Storefront","og_description":"Bath & Body Works launched an authorized storefront on Amazon in its latest effort to sell products outside its stores, reports CNBC.","og_url":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/","og_site_name":"Total Retail","og_image":[{"width":1024,"height":718,"url":"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_title":"Bath & Body Works Launches Amazon Storefront","twitter_site":"@MyTotalRetail","twitter_misc":{"Est. reading time":"2 minutes","Written by":"Kristina Stidham"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/","url":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/","name":"Bath & Body Works Launches First Brand Storefront on Amazon","isPartOf":{"@id":"https:\/\/www.mytotalretail.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#primaryimage"},"image":{"@id":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#primaryimage"},"thumbnailUrl":"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg","datePublished":"2026-02-24T22:15:09+00:00","description":"Bath & Body Works launched an authorized storefront on Amazon in its latest effort to sell products outside its stores, reports CNBC.","breadcrumb":{"@id":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#primaryimage","url":"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg","contentUrl":"https:\/\/www.mytotalretail.com\/wp-content\/uploads\/sites\/14\/2026\/02\/GettyImages-2157345188.jpg","width":1024,"height":718,"caption":"Bath & Body Works Launches First Brand Storefront on Amazon"},{"@type":"BreadcrumbList","@id":"https:\/\/www.mytotalretail.com\/article\/bath-body-works-launches-first-brand-storefront-on-amazon\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.mytotalretail.com\/"},{"@type":"ListItem","position":2,"name":"Articles","item":"https:\/\/www.mytotalretail.com\/articles\/"},{"@type":"ListItem","position":3,"name":"Bath & Body Works Launches First Brand Storefront on Amazon"}]},{"@type":"WebSite","@id":"https:\/\/www.mytotalretail.com\/#website","url":"https:\/\/www.mytotalretail.com\/","name":"Total Retail","description":"The Retailer's Source for Content & Community","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.mytotalretail.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/article\/85930","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/article"}],"about":[{"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/types\/article"}],"author":[{"embeddable":true,"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/users\/9544"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/comments?post=85930"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/media\/85931"}],"wp:attachment":[{"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/media?parent=85930"}],"wp:term":[{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.mytotalretail.com\/wp-json\/wp\/v2\/coauthors?post=85930"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}