Dozens of potentially dangerous baby products, including self-feeding devices, pillows, and sleeping bags, remain available for purchase on online marketplaces in the United Kingdom, according to a new investigation by consumer group Which?. The group identified 150 such products listed for sale by third-party sellers on sites including Amazon, eBay, and TikTok, despite having been subject to official safety warnings and product recalls.
Sue Davies, head of consumer protection policy at Which?, stated that the investigation revealed "how easy it is to find these unsafe products" and called for the government to hold marketplaces liable for the safety of items sold on their platforms. Most of the companies contacted by Which? indicated they have removed some of the flagged products.
The investigation focused on three types of products: sleeping bags with hoods or without armholes, self-feeding bottle devices, and sleep pillows for newborns. These items have previously been the subject of safety alerts from the UK's Office for Product Safety and Standards (OPSS).
Which? found unsafe products listed across eight online marketplaces: Alibaba, AliExpress, Amazon, eBay, Etsy, TikTok, OnBuy, and Wish. More than a third of the 150 unsafe products were designed to feed a baby from a bottle with minimal supervision, posing a significant choking risk. Thirty-three involved long straw designs, and 21 were pillow bottle-holders intended to fasten around a baby's neck. These devices were available despite an OPSS alert issued in 2022 urging businesses to remove them.
The probe also identified 59 sleeping bags with hoods or lacking armholes, and 37 sleep pillows marketed for newborns. These products raise concerns about suffocation and overheating, contradicting safe sleep guidance from the NHS. An OPSS alert specifically addressing baby sleep pillows, some marketed for improving sleep, was issued in December 2025.
"The lives of babies are at risk because these platforms won't stop dangerous products from reaching their customers — even though they are well aware that these products can be deadly," Davies said. She urged the government to utilize new powers under the Product Regulation and Metrology Act to establish a clear legal duty for online marketplaces to ensure the safety of products sold by third-party sellers, with enforcement for non-compliance.
Which? advises parents to avoid purchasing any self-feeding aids and to ensure babies under one do not use pillows for sleep. The organization also recommends against buying baby sleeping bags with hoods or without armholes, or those with excessive material or attachments, emphasizing the importance of buying the correct size. The Lullaby Trust, a baby sleep safety charity, advises that the safest sleep environment for a baby is on a firm, flat mattress, on their back, in a clear cot free of toys.
Several online marketplaces provided responses to the findings. An Amazon spokesperson stated that the highlighted products had been removed and that the company continuously monitors its site, taking swift action when alerted to potential issues. Alibaba reported removing non-compliant products and committed to educating sellers and taking action against violations. AliExpress confirmed the removal of relevant products from the UK market and pledged enhancements to control measures. eBay noted its use of technology, AI, and expert teams to prevent unsafe items, with broader checks underway. Etsy confirmed the removal of all flagged listings, prioritizing user safety. TikTok stated that the products identified had been removed and customers notified. OnBuy confirmed the removal of relevant products and its ongoing collaboration with OPSS. Wish and the Department for Business and Trade had not yet commented at the time of reporting.