--- title: "More brands are joining the Amazon logistics network, and Bath & Body Works has started selling on the Amazon platform" type: "News" locale: "en" url: "https://longbridge.com/en/news/276451690.md" description: "Bath & Body Works has opened an officially authorized store on Amazon to expand its sales channels. CEO Daniel Schiff stated that this move aims to better connect with consumers. Amazon is becoming a professional logistics partner for the brand, and many of Bath & Body Works' best-selling products are now available on the Amazon platform in the United States, with Prime members enjoying no minimum shipping threshold. According to Euromonitor, Amazon holds a 47% share of the beauty market in the U.S., and it is expected that 39% of beauty sales will come from online channels" datetime: "2026-02-20T14:15:03.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/276451690.md) - [en](https://longbridge.com/en/news/276451690.md) - [zh-HK](https://longbridge.com/zh-HK/news/276451690.md) --- > Supported Languages: [简体中文](https://longbridge.com/zh-CN/news/276451690.md) | [繁體中文](https://longbridge.com/zh-HK/news/276451690.md) # More brands are joining the Amazon logistics network, and Bath & Body Works has started selling on the Amazon platform **Key Points** - Bath & Body Works has opened an **official authorized store** on Amazon, marking the brand's latest initiative to expand sales channels beyond physical stores. - CEO Daniel Heaf told CNBC that this launch is aimed at **meeting consumers where they are**. - For brands like Bath & Body Works, Gap, and Everlane, Amazon is increasingly playing the role of a **specialized logistics partner** rather than just a retailer. Popular brand Bath & Body Works is now offering several best-selling fragrances, body washes, hand soaps, and scented candles to consumers on Amazon in the U.S. Amazon Prime members can purchase products like the brand's Champagne Toast body wash with **no minimum shipping threshold**. According to Euromonitor, Amazon is the preferred online shopping platform for beauty consumers in the U.S., capturing **47%** of the online beauty and personal care market in 2024, with Sephora in second place at 9%. Euromonitor estimates that **39%** of total sales in beauty and personal care products will come from online channels. "Opening our first official brand flagship store on Amazon allows us to **directly reach consumers**," said Bath & Body Works CEO Daniel Heaf. "The core is to serve them where they shop daily." The launch on Amazon is the latest move by Bath & Body Works, headquartered in Columbus, Ohio, to expand its reach. Last year, the brand began selling products in college campus stores, and it now has over **1,000 locations**, marking the first new sales channel outside its approximately **2,600** direct-operated and franchised stores and its own website. Heaf joined Bath & Body Works in May last year, previously serving as Nike's Chief Transformation and Strategy Officer, a position that was eliminated due to restructuring by Nike CEO Elliott Hill. Heaf recently unveiled a plan to bring Bath & Body Works **back to profitability and sustainable growth**, which he calls the "consumer-first model," consisting of four pillars: creating disruptive innovative products, reigniting brand vitality, winning the market, and operating with speed and efficiency. He stated that the partnership with Amazon "is the **first of many milestones** in implementing this strategy for the fiscal year." Before the official store launch, Bath & Body Works products were only circulated through third-party distributors on Amazon. Now, Schiff states that the company is trying to **regain brand voice and platform sales** on Amazon. **Amazon: Friend or Foe?** Although Amazon has established **first-party partnerships** with many brands such as Nike and Calvin Klein, incorporating wholesale cooperation into its business model, there are still few cases of **vertically integrated retailers** like Bath & Body Works that design, produce, and sell independently on the Amazon platform. For these vertically integrated brands, Amazon is increasingly playing the role of a **professional logistics partner** rather than a competitor. Brands like Gap, J.Crew, and Everlane also belong to the vertically integrated category and have listed a small number of their own products on Amazon. Gap began selling its "Family Essentials" products on Amazon through a **wholesale model** in 2022, with Amazon holding and selling the goods, supporting Prime delivery. Gap has stated that its goal is to reach new or lost customers while providing convenience for existing consumers to purchase "essential basics." According to the new agreement between Bath & Body Works and Amazon, the brand will **retain ownership of the products and control pricing**, while leveraging Amazon's delivery partner network to achieve Prime delivery eligibility. Everlane declined to comment on its Amazon partnership, and J.Crew did not respond to requests for comment. Jewelry brand Kendra Scott initially opposed partnering with Amazon, even after establishing wholesale relationships with retailers like Macy's and Nordstrom, but ultimately opened an officially authorized store on Amazon. A source familiar with the company's decision-making, who requested anonymity, revealed that over time, the brand gradually began to see Amazon as a **new opportunity to reach consumers** rather than a competitive threat. Regarding its own website, Bath & Body Works is also optimizing the shopping experience, having lowered the **free shipping threshold from $100 to $50** last month. Nevertheless, Schiff admits: "We understand that we can never compete with Amazon on the Prime logistics network. No company can provide next-day delivery service, and that is not our business scope. Therefore, I believe that entering Amazon will also make our own website more competitive, and we are aware that our mission is not to build a delivery network that can match Amazon's speed." ### Related Stocks - [Bath & Body Works, Inc. (BBWI.US)](https://longbridge.com/en/quote/BBWI.US.md) - [Global X E-commerce ETF (EBIZ.US)](https://longbridge.com/en/quote/EBIZ.US.md) - [Amazon.com, Inc. 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