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Bath & Body Works starts selling on Amazon as brands embrace logistics network

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Bath & Body Works starts selling on Amazon as brands embrace logistics network

An assortment of Bath & Body Works products.

Courtesy of Bath & Body Works

Bath & Body Works Champagne Toast body wash, with no minimum shipping threshold, is now just a click away for Amazon Prime members.

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The mall-favorite brand is making some of its best-selling fragrances, body washes, hand soaps and candles available for Amazon’s U.S. shoppers. The selection is also eligible for Prime shipping.

Amazon is the No. 1 online destination for U.S. beauty shoppers, accounting for 47% of the online beauty and personal care market in the U.S. in 2024, according to Euromonitor. Sephora is second with 9% share. Euromonitor estimates 39% of all beauty and personal care sales take place online.

“Launching our first authorized brand storefront on Amazon allows us to put ourselves directly in the path of the consumer,” Bath & Body Works CEO Daniel Heaf told CNBC. “It’s about meeting them where they already shop.”

The Amazon launch marks the latest effort by Columbus, Ohio-based Bath & Body Works 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.

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Heaf joined Bath & Body Works in May after his role as Nike’s chief transformation and strategy officer was eliminated by CEO Elliott Hill.

Heaf recently laid out his “plan to return [Bath & Body Works] to profitable, sustainable growth.” He calls it a “consumer-first formula” with four pillars: creating disruptive and innovative products, reigniting the brand, winning in the marketplace, and operating with speed and efficiency.

The Amazon partnership, Heaf said, “is the first of many milestones that we’ll be delivering this fiscal year against that strategy.”

Before the official storefront launch, Bath & Body Works products were sold on Amazon through third-party resellers.

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Now, Heaf says the company is attempting to reclaim the brand story on Amazon — and those marketplace sales.

Amazon: Friend or foe?

While Amazon has many first-party relationships with brands from Nike to Calvin Klein that use wholesale partnerships as part of their business models, there are few examples of retailers selling on the site that design, manufacture and sell their products entirely on their own.

For those so-called vertically integrated brands, like Bath & Body Works, Amazon is increasingly filling the role of skilled logistics partner rather than retailer. 

Gap, J. Crew and Everlane are similarly vertically integrated and have small selections of branded products for sale on Amazon.

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Gap began selling what it calls “core basics for the whole family” in 2022 through a wholesale relationship, where Amazon owns and sells the products, which are Prime eligible. Gap has said its goal is to reach new or lapsed customers as well as provide existing shoppers the convenience for “core essentials.”

Under Bath & Body Works new agreement with Amazon, the brand will retain ownership of the inventory and control pricing, but will use Amazon’s fulfillment partners network for Prime eligibility. 

Everlane declined to comment on its Amazon partnership. J. Crew did not respond to request for comment.

Jewelry company Kendra Scott has an authorized storefront on Amazon after initially opposing the partnership — even though it had wholesale relationships with other retailers, including Macy’s and Nordstrom. But over time, the brand began to view Amazon as another opportunity to reach shoppers rather than a competitive threat, according to a person familiar with the company’s decision making, who spoke about internal matters on the condition of anonymity.

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On its own website, Bath & Body Works is making it easier for shoppers to place their orders. The company lowered its free shipping threshold to $50 from $100 last month.

Still, Heaf admits, “We know that we will never compete with Amazon in terms of their Prime Network. No one is going to be offering next-day shipping. That’s just not what we’re in the business of. And so I think that by going on Amazon, we are also 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.”

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Core PCE, which excludes volatile measurements of food and energy prices, was up 0.4% on a monthly basis and rose 3% year over year. Both figures were hotter than the expectations of economists polled by LSEG, who estimated the gauges would rise 0.3% and 2.9%, respectively.

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Costa Coffee is expanding its presence in Wales with new outlets this year as part of a £1.5m investment creating 40 new jobs. The first has seen the opening of a new store at a Sainsbury’s supermarket in Newport, creating seven jobs.

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Matthew Cyprus, Costa Coffee’s regional operations director for south west of England, Wales and Midlands, said: “Wales remains a key growth region for Costa Coffee, and we’re proud to be continuing our investment across South, Mid and North Wales this year.

“The opening of our Costa Coffee store in Newport Sainsbury’s is the first of several planned for 2026, as we expand our footprint and bring Costa Coffee to even more communities. These new stores will not only provide greater choice and convenience for customers, but also create valuable job opportunities locally.”

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Costa has announced that it will increase pay from April for over 16,000 team members in its 1,500 UK company-owned stores. This is the seventh pay increase for store team members since 2021.

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The £7m investment increases the pay for baristas to £13.12 per hour, up from £12.60 per hour. The company’s more experienced staff, who are team leaders and coffee trainers, will see their hourly pay increase from between £12.93 and £13.43 to £13.75. Costa Coffee Store managers will see an overall 3% pay increase.

Costa Coffee’s managing director for Ireland and the UK, Nick Orrin, said: “Our talented baristas and team members are the heart of Costa Coffee, with every drink shaped by their expertise, skill and passion.

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Chancellor Rachel Reeves said: “It’s fantastic to hear that Costa Coffee are recognising and supporting their hard-working staff with this pay increase. Hard work should be rewarded, which is why from April, our increase to the National Living Wage will benefit 2.4 million people, with full-time workers on the National Living Wage being £900 a year better off.”

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Founded in London by Italian brothers Sergio and Bruno Costa in 1971, Costa Coffee has a presence in 50 countries globally with more than 4,000 coffee shops, of which 2,700 are in the UK and Ireland.

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