Bath & Body Works debuts Amazon storefront with Prime-eligible gift favorites

Bath & Body Works launched an authorized storefront on Amazon U.S. on Feb. 20, 2026, putting curated selections of its best-selling fragrances, body care, and home fragrance products on the marketplace. The assortment includes single- and 3-wick candles, fine fragrance mists, body washes, body creams, hand soaps, and Wallflowers plug-ins, with named SKUs such as Champagne Toast, A Thousand Wishes, Mahogany Teakwood, and Eucalyptus Spearmint. “Bath & Body Works Champagne Toast body wash, with no minimum shipping threshold, is now just a click away for Amazon Prime members,” reads an excerpt from initial coverage.

Company leadership framed the move as a deliberate access play. Daniel Heaf, chief executive officer, told CNBC, “Launching our first authorized brand storefront on Amazon allows us to put ourselves directly in the path of the consumer. It's about meeting them where they already shop.” CNBC reporting notes Heaf joined Bath & Body Works in May after his role at Nike as chief transformation and strategy officer was eliminated by CEO Elliott Hill.

Bath & Body Works Chief Commercial Officer Maly Bernstein, in a company release, linked the Amazon launch to the retailer’s Consumer First Formula and a broader third-party distribution push. 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.” She added, “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.” The company has also expanded other non-store channels recently, rolling out an initial 600 college campus locations last year and growing that footprint to more than 1,000 campus stores.

Operational details reported by CNBC indicate Bath & Body Works will retain ownership of inventory and control pricing while using Amazon’s fulfillment partners network to qualify for Prime eligibility. Media excerpts vary on delivery promises; one outlet reports the selection is Prime-eligible and another headline-style excerpt says, “It’s the body care you know and love, now delivered in two days or less.”

The move lands against stark e-commerce market numbers: Euromonitor estimates Amazon captured 47 percent of the online U.S. beauty and personal care market in 2024, with Sephora at 9 percent and 39 percent of all beauty and personal care sales occurring online. Retail comparisons in reporting note other legacy brands have taken different approaches to Amazon - Gap began selling core basics on Amazon in 2022 through a wholesale relationship - and investors have viewed channel diversification as a way to reduce reliance on any single sales channel.

Industry analysts and trade coverage also flagged the tensions of bringing a mall-favorite brand into Amazon’s standardized marketplace. Vocal Media reporting cautions that maintaining the Bath & Body Works in-store brand experience on Amazon requires careful merchandising, consistent imagery, and strategic product selection because listings place products side-by-side with competitors and make price comparisons immediate.

Reporters and buyers will be watching a set of open questions: the full SKU list now live on the storefront, precisely which fulfillment model Bath & Body Works is using - FBA, Amazon’s Fulfillment Partner Network, or otherwise - whether pricing will mirror store and DTC channels under any MAP policies, which SKUs qualify for two-day Prime delivery, and the exact timing context for Heaf’s hire in May. These details will determine whether the storefront is a tactical expansion or the start of a broader Amazon strategy for the Columbus, Ohio-based retailer with roughly 2,600 owned and franchised stores.