Bath & Body Works says it can't compete without Amazon

Bath & Body Works has begun selling on Amazon in the US (started in February), with CEO Daniel Heaf saying the marketplace is essential to the retailer's online turnaround. Management views Amazon as a way to reach new customers and convert tens of millions of dollars in third‑party sales into direct brand revenue; some SKUs that underperform in stores are overperforming on Amazon. The move could boost Bath & Body Works’ e‑commerce growth while reinforcing Amazon’s dominance in the beauty/home category, though it raises channel‑conflict and counterfeit concerns other brands have cited. Market implications: potential upside to Bath & Body Works’ sales and customer acquisition, and incremental marketplace revenue and category share for Amazon.