Bath & Body Works bets on Amazon’s logistics with official storefront
Bath & Body Works has opened its first authorized brand storefront on Amazon, selling its best-selling fragrances, body washes, soaps and candles with Prime shipping while retaining inventory ownership and pricing while using Amazon’s fulfillment network. The move treats Amazon as a logistics partner rather than a retailer for a vertically integrated brand, aligning with campus-store expansions and the company’s consumer-first growth plan led by CEO Daniel Heaf.