Bath & Body Works (B&BW) has launched an official store on Amazon, making its body care and home fragrance products available to the retailing giant’s U.S. customers. The online shop will feature a curated selection that includes best-sellers like Champagne Toast, A Thousand Wishes, Mahogany Teakwood and Eucalyptus Spearmint, available in forms such as fragrance mists, body wash, body cream, hand soap and scented candles.
In December 2025 B&BW had announced its four-point “Consumer First Formula” turnaround plan, which included its planned Amazon activation this year. A key pillar of the plan is to expand access and ease of discovery through third-party channels; in August 2025, B&BW entered 600 U.S. college campus stores with a collection of products designed to appeal to Gen Z, and based on positive results, this activation has spread to more than 1,000 stores.
With the Amazon launch, the retailer also is unveiling an evolved brand identity that showcases Bath & Body Works in a new way for a modern consumer. Richer, more visually compelling storytelling will celebrate the brand’s expertly crafted fragrances, high quality ingredients and effective formulas. This new look will debut on Amazon and be expanded to B&BW’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, Chief Commercial Officer at B&BW in a statement. “We’re making discovery easier and elevating the brand at every touch point, 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.”
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