You can now buy Victoria's Secret underwear on Amazon

Victoria's Secret is now selling its underwear and apparel products on Amazon.

These items will be eligible for speedy shipping via a Prime membership.

Selling on Amazon is a contentious issue. Both Nike and Birkenstock pulled out in the past.

Victoria's Secret has succumbed to the power of Amazon.

As of June 6, it's now possible to order underwear, swimwear, and apparel from both Victoria's Secret and its Pink brand on Amazon.com. According to Victoria's Secret, these items are eligible for speedy shipping via an Amazon Prime membership.

Though the lingerie giant already sells its beauty products on Amazon's site, the availability of the rest of its assortment on Amazon is a major change for the company.

While it also operates its own online store, the partnership with Amazon could enable it to reach a wider customer base across North America and make shopping for its products more convenient. Victoria's Secret has just over 830 stores across the US and Canada after closing 250-plus locations since the pandemic.

While teaming up with Amazon might seem like a no-brainer for the brand in order to boost sales, it hasn't always proven to be straightforward for other retailers.

Aggressive pricing pressures and the impact on brand image have all been called out as challenges in the past.

Both Nike and Birkenstock walked away from deals with the e-commerce giant. Company execs at Birkenstock became increasingly concerned by the number of counterfeit items being sold on Amazon and how this could damage their own brand.

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