Are Victoria’s Secret and Amazon Meant to Be Together?

Victoria’s Secret is expanding its partnership with Amazon.com, selling its core intimates directly on the platform for the first time.

Victoria’s Secret became the first major vertically-operating chain to open an Amazon storefront in April 2022. Sales were initially restricted to beauty products. Select Pink casual apparel was eventually added.

Under the expanded arrangement, more than 4,000 items across its Victoria’s Secret and Pink brands, including bras, panties, sleep, swim and loungewear, will be offered through the Victoria’s Secret Amazon Fashion storefront, supported by Prime delivery.

Amazon represents Victoria’s Secret’s first North American wholesale partner. Victoria’s Secret’s merchandise has been available through third-party sellers on the platform.

“Following the success of previous product launches, we have continued to expand our assortment offering with Amazon Fashion and it remains a natural extension of our owned channels,” Greg Unis, chief growth officer at Victoria’s Secret, said in a statement.

“Adding a wide assortment of lingerie and apparel from Victoria’s Secret to our stores has been a seamless progression of our work together,” said Muge Erdirik Dogan, president of Amazon Fashion.

The lingerie brand could benefit from Amazon’s reach. Jungle Scout’s recent survey found 56 percent of U.S. adults started their product search on Amazon in the first quarter. Same-store sales fell 11 percent at Victoria’s Secret in Q1 2023.

The Gap brand last November similarly began selling directly on Amazon. Gap’s management likened the move to “rightsizing the business model to a more modern model” with the shift toward digital and away from malls.

Amazon has dedicated storefronts for most brands that sell in traditional department stores, including Polo Ralph Lauren, Calvin Klein, Michael Kors, Levi’s, Adidas and The North Face. Most premier luxury labels, such as Gucci, Burberry and Coach; Nike and Birkenstock; and vertically-integrated chains – e.g., Lululemon, H&M, American Eagle Outfitters and L.L. Bean – do not sell directly on Amazon.

Concerns over brand perception, less control over presentation and customer service, and providing Amazon access to a brand’s customer data are viewed as some downside risks.