Consumer advocacy group Which? has issued a stark warning to new parents about potentially deadly baby products available on major online marketplaces, including Amazon, Etsy, and TikTok Shop. The organization identified 150 products that pose a significant risk of suffocation, choking, and overheating for infants.
Among the most concerning items are self-feeding devices designed to allow babies to bottle-feed with minimal adult supervision. These products, which can be fastened around a baby's neck, create a serious risk of choking on milk or formula, or aspiration pneumonia, where feed enters the baby's lungs. Experts note that infants lack the dexterity and cognitive ability to manage the flow of feed or know when to stop, making the choking hazard particularly acute and silent.
Which? also found 59 sleeping bags that experts believe are unsafe due to the risk of suffocation. These include designs with hoods that can cover a baby's head and face, or sleeping bags lacking arm holes, which could allow an infant to slip down inside and impede breathing. One specific example on Etsy featured a knitted sleeping bag with a hood and no arm holes, shown in a way that could cover a baby's mouth and nose.
Additionally, 37 pillows marketed for infants under 12 months were identified on platforms including AliExpress, Amazon, and Etsy. Baby sleep pillows have been linked to infant fatalities both domestically and internationally due to suffocation and overheating risks, and are associated with sudden infant death syndrome (SIDS). The UK's Office for Product Safety and Standards (OPSS) issued a product safety alert in December 2025 regarding such products, yet listings often promoted them for improving sleep or use in cribs.
Which? stated that it was able to find these dangerous products using simple keyword searches, questioning the commitment of major marketplaces to consumer safety. The organization is calling for stronger legislation and significant fines for online marketplaces that fail to prevent unsafe products from being sold, arguing that current self-regulation is insufficient.
Following Which?'s findings, Alibaba.com, AliExpress, Amazon, eBay, Etsy, OnBuy, and TikTok Shop all stated that they take product safety seriously and have removed the flagged items. Several platforms indicated they had already taken action or responded quickly to the alerts. The companies emphasized their existing policies, monitoring systems, and seller requirements designed to prevent the sale of unsafe products and pledged to enhance their controls. Wish did not provide a comment.