Bath & Body Works (BBWI) made its Amazon (AMZN) debut Friday as its wide selection of fragrances, candles, body wash, and soaps is now available with free shipping for Prime members.
The launch is part of Bath & Body Works’ (BBWI) Consumer First Formula strategy to bring its merchandise to consumers on a variety of platforms, including third-party channels.
“If you want to be the category leader and you want to grow share, you have to be on Amazon,” Bath & Body Works CEO Daniel Heaf said at the Morgan Stanley Global Consumer & Retail Conference.
“We’re going to capture back new consumers through Amazon as well as lapsed consumers who want the convenience of next-day shipping,” Heaf added.
Beginning Friday, Amazon (AMZN) now offers a curated selection of Bath & Body Works (BBWI) favorites, including the Champagne Toast, Japanese Cherry Blossom, and Mahogany Teakwood collections, along with 3-wick candles and scented warmers.
In soaps and sanitizers, the percentage of e-commerce sales in that category is about 40% to 45%. For Bath & Body Works (BBWI), its current e-commerce penetration is 20%, representing a significant opportunity to acquire new customers in a new digital channel.
Bath & Body Works (BBWI) shares are gaining ground into Friday’s open, currently trading nearly 1% higher, putting the stock on track to close the week higher for a third consecutive week.