Bath & Body Works CEO says it’s difficult to gain market share without Amazon and began selling on the platform in February

Bath & Body Works CEO Daniel Heaf said at the Semafor World Economy Summit that Amazon is playing a central role in the struggling mall retailer's turnaround, saying it is “difficult to take share without being on Amazon” given the platform's dominance in the fragrance and personal care category. The company began selling on Amazon in the U.S. in February after years of avoiding the platform, despite consumers already buying tens of millions of dollars in Bath & Body Works products annually through third-party Amazon sellers. Early results show some products that underperform in the company's 2,500 stores are overperforming on Amazon, with Heaf noting that Amazon customers are willing to pay more for the convenience of free next-day delivery.