Bath & Body Works Officially Launches in Amazon’s U.S. Stores, Expanding Access to Its Iconic Fragrances and Most Loved Products

Rhea-AI Summary

Bath & Body Works (NYSE:BBWI) officially launched an authorized storefront on Amazon U.S. on February 20, 2026, making a curated selection of iconic fragrances and best-selling body and home products available to U.S. shoppers.

This move advances the brand’s Consumer First Formula, expands third-party distribution, and follows a college campus rollout that grew from 600 to more than 1,000 locations.

Positive

• Authorized Amazon U.S. storefront launched on February 20, 2026
• Retail footprint expanded from 600 to >1,000 campus locations
• Curated bestseller assortment offers candles, mists, body care, and Wallflowers

Negative

• None.

News Market Reaction – BBWI

-1.70%

1 alert

-1.70% News Effect

On the day this news was published, BBWI declined 1.70%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Net sales: $1.594B Gross margin: 41.3% Operating income: $161M +5 more

8 metrics

Net sales $1.594B Q3 2025 vs $1.610B prior-year

Gross margin 41.3% Q3 2025 vs 43.5% prior-year

Operating income $161M Q3 2025 vs $218M prior-year

Net income $77M Q3 2025 vs $106M prior-year

EPS (diluted) $0.37 Q3 2025 vs $0.49 prior-year

Year-to-date sales $4.567B 2025 YTD, up 1.1% year-over-year

Long-term debt $3.890B End of Q3 2025 balance

College campus locations More than 1,000 U.S. college campus footprint after expansion from 600 stores

Market Reality Check

Price: $24.38 Vol: Volume 3,994,668 is 0.86x...

normal vol

$24.38 Last Close

Volume Volume 3,994,668 is 0.86x the 20-day average, showing no outsized pre-news activity. normal

Technical Shares at $24.14 are trading below the 200-day MA of $26.01 and 42.35% below the 52-week high.

Peers on Argus

BBWI was up 0.96% while key peers were mixed: MNSO +1.03%, FIVE +1.62%, ASO +0.5...

BBWI was up 0.96% while key peers were mixed: MNSO +1.03%, FIVE +1.62%, ASO +0.54%, but MUSA -0.22% and RH -2.3%, suggesting stock-specific dynamics around this news rather than a broad sector move.

Historical Context

5 past events · Latest: Feb 18 (Neutral)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Feb 18	Earnings date notice	Neutral	-3.1%	Announced date and call details for Q4 and fiscal 2025 results.
Feb 11	Brand collaboration	Positive	-0.3%	Debuted 92‑product Disney Princess Collection with tiered pricing and rollout.
Feb 06	Dividend declaration	Positive	+3.6%	Declared regular quarterly cash dividend of <b>$0.20</b> per share.
Jan 09	Fragrance refresh	Positive	+2.3%	Refreshed rose fragrance portfolio with new and returning products across formats.
Dec 02	Promotional event	Positive	-2.0%	Announced Annual Candle Day with <b>$9.95</b> 3‑wick candles and 180+ options.

Pattern Detected

Recent product and brand announcements (Disney collaboration, fragrance refresh, Candle Day) have produced mixed price reactions, with some positive commercial news seeing negative next-day moves, while dividend and fragrance portfolio updates were followed by gains.

Recent Company History

Over the past few months, Bath & Body Works has focused on brand-building and commercial initiatives. It declared a $0.20 quarterly dividend payable on March 6, 2026, launched a Disney Princess Collection, refreshed its rose fragrance portfolio, and promoted its annual Candle Day. An earnings-date announcement for March 4, 2026 also set expectations. Against this backdrop, the Amazon U.S. launch extends the Consumer First Formula’s marketplace expansion strategy highlighted in prior filings.

Market Pulse Summary

This announcement highlights a significant distribution milestone: Bath & Body Works’ first authoriz...

Analysis

This announcement highlights a significant distribution milestone: Bath & Body Works’ first authorized storefront in Amazon’s U.S. stores, extending its Consumer First Formula strategy and complementing a college campus footprint that has grown to more than 1,000 locations. It follows a softer Q3 2025, with net sales of $1.594B and EPS of $0.37, and a turnaround plan targeting cost savings and marketplace expansion. Investors may watch upcoming earnings on March 4, 2026 for evidence of traction from these initiatives.

Key Terms

schedule 13g, schedule 13g/a, form 4, 10-q, +1 more

5 terms

schedule 13g regulatory

"received a Schedule 13G showing that AQR Capital Management..."

A Schedule 13G is a formal document that investors file with the government when they acquire a large ownership stake in a company, usually for investment purposes rather than control. It helps keep the public informed about who owns significant parts of a company's shares, which can influence how the company is managed and how investors make decisions. Filing this schedule is important for transparency and understanding the ownership landscape of publicly traded companies.

schedule 13g/a regulatory

"Bath & Body Works Inc. (BBWI) — Schedule 13G/A update:"

A Schedule 13G/A is an amended public filing with the U.S. securities regulator that updates a previous Schedule 13G, disclosing when an individual or group holds a substantial (typically over 5%) stake in a company and is claiming a passive, non‑controlling intent. Investors monitor these updates because rising or falling holdings can signal changing confidence, potential future moves, or shifts in voting power — like watching a public ledger where large shareholders quietly adjust their positions.

form 4 regulatory

"director filed a Form 4 disclosing the purchase of 22,500 shares..."

Form 4 is a official document that company insiders, such as executives or major shareholders, file with regulators whenever they buy or sell company shares. It provides transparency about how those with inside knowledge are trading, helping investors see if insiders are confident in the company's prospects or may be selling for personal reasons. This information can influence investor decisions by revealing insiders' perspectives on the company's value.

10-q regulatory

"[10-Q] Bath & Body Works, Inc. Quarterly Earnings Report"

A 10-Q is a company’s required quarterly filing with U.S. regulators that provides updated financial statements, management discussion of results, and disclosures about risks, legal matters and operational changes. Think of it as a quarterly report card and progress update that lets investors track recent performance, spot trends or warning signs between annual reports, and make informed buy/sell decisions based on the latest verified financial and business information.

8-k regulatory

"[8-K] Bath & Body Works, Inc. Reports Material Event"

An 8-K is a public report companies must file with the U.S. Securities and Exchange Commission to disclose major events or changes that shareholders should know about, such as leadership changes, mergers, financial surprises, or legal developments. It matters to investors because it acts like a breaking-news alert for a company’s health and prospects—providing timely facts that can affect stock value and investment decisions.

AI-generated analysis. Not financial advice.

Move delivers on the brand’s Consumer First Formula, putting products directly in the path of new consumers

COLUMBUS, Ohio, Feb. 20, 2026 (GLOBE NEWSWIRE) -- Bath & Body Works today announced its official launch in Amazon’s U.S. stores, making it easier than ever for consumers to discover and shop the brand’s iconic fragrances and most loved products.

Beginning today, consumers in the U.S. can explore a curated selection of Bath & Body Works’ iconic body care and home fragrances—including best sellers like Champagne Toast, A Thousand Wishes, Mahogany Teakwood, and Eucalyptus Spearmint—available in a wide range of fan-favorite forms such as fine fragrance mists, body wash, body cream, hand soap, 3-wick and single wick candles, Wallflowers, and more.

This launch establishes the first authorized Bath & Body Works storefront on the Amazon platform, giving consumers a trusted brand destination where they can shop with confidence. A thoughtfully tailored selection of signature fragrances and forms introduces new shoppers to the brand, while longtime customers get quick, convenient access to the products they love.

In November 2025, the brand introduced its Consumer First Formula, a strategic transformation plan to revitalize Bath & Body Works across brand, product, and marketplace by putting the consumer at the center. A key pillar of this plan includes expanding access and ease of discovery through third-party channels.

Last year the brand successfully entered 600 college campus stores across the U.S with a curated collection of Gen Z favorite products aimed at reaching new, younger consumers. Based on positive response to this distribution strategy and assortment, the footprint has now grown to more than 1,000 locations.
  
Also outlined in the Consumer First Formula is the promise to reignite the brand by showcasing Bath & Body Works’ global leadership in scent and self-care, building a brand consumers love, trust, and choose every day. With the official launch on Amazon, the brand is simultaneously unveiling an evolved brand identity which showcases Bath & Body Works in a new way for a modern consumer. Richer, more visually compelling storytelling celebrates the brand’s expertly crafted fragrances, high quality ingredients and effective formulas.

This new look debuts on Amazon and will expand to the brand’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, Bath & Body Works Chief Commercial Officer. “We’re making discovery easier and elevating the brand at every touchpoint, 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.”

Shop Bath & Body Works on Amazon at amazon.com/bathandbodyworks.

ABOUT BATH & BODY WORKS
Home of America’s Favorite Fragrances^®, Bath & Body Works is a global leader in personal care and home fragrance, including top-selling collections for fine fragrance mist, body lotion and body cream, 3-wick candles, home fragrance diffusers and liquid hand soap. Powered by agility and innovation, the company’s predominantly U.S.-based supply chain enables it to deliver quality, on-trend luxuries at affordable prices. Bath & Body Works serves and delights customers however and wherever want to shop, from welcoming, in-store experiences at 1,934 company-operated Bath & Body Works locations in the U.S. and Canada, 544 international franchised locations and an online storefront at bathandbodyworks.com (as of November 1, 2025).

For further information, please contact:

Stephanie Ross, communications@bbw.com

A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/3522f005-a0da-4798-82b6-05809d472eea

FAQ

What did Bath & Body Works (BBWI) announce about Amazon on February 20, 2026?

They launched an authorized Amazon U.S. storefront to sell a curated selection of products. According to Bath & Body Works, the storefront provides a trusted brand destination where U.S. consumers can discover fragrances, body care, candles, Wallflowers, and more starting February 20, 2026.

How does the Amazon launch fit into Bath & Body Works' Consumer First Formula (BBWI)?

The launch advances the Consumer First Formula by expanding access and ease of discovery via third-party channels. According to Bath & Body Works, this is a strategic pillar to revitalize brand, product, and marketplace with the consumer at the center.

Which Bath & Body Works products are initially available on Amazon (BBWI)?

A curated selection includes fine fragrance mists, body wash, body cream, hand soap, candles and Wallflowers. According to Bath & Body Works, best sellers like Champagne Toast, A Thousand Wishes, Mahogany Teakwood, and Eucalyptus Spearmint are featured at launch.

What is the significance of the college campus expansion noted by Bath & Body Works (BBWI)?

The campus program grew from 600 to more than 1,000 locations, targeting younger consumers with curated Gen Z favorites. According to Bath & Body Works, positive response to that distribution helped validate expansion into Amazon and other channels.

Will Bath & Body Works' new Amazon look appear elsewhere and when (BBWI)?

The evolved brand identity debuts on Amazon and will expand to owned channels later in 2026. According to Bath & Body Works, richer visual storytelling and brand updates will roll out across the company’s channels after the Amazon launch.