We found:
All of these product categories have been subject to alerts or product safety notices by the Office for Product Safety and Security (OPSS) and we believe they should not be found for sale.
We uncovered the products using a combination of keyword searching, including phrases published in safety alerts by the OPSS, and reverse image searching.
These concerning findings, and the ease with which we found these clearly unsafe items, show that many online marketplaces simply aren’t doing enough when it comes to safety – even when infant lives are being put at risk.
Baby self-feeding products that risk choking and aspiration
The OPSS safety alert, first issued in 2022, says that businesses must immediately remove these products from the market as they cannot comply with the safety requirements under the General Product Safety Regulations 2005. It includes baby self-feeding pillows and ‘prop-feeders’. In June 2026 a safety alert was issued for a self-feeding bottle for sale on OnBuy due to the same risks.
AlibabaAmazoneBayOnBuy Tiktok ShopWhen we checked ahead of contacting the marketplaces, all of the pillow-style self-feeders that we'd found during the investigation had been removed from Amazon, but two further listings were found.
Alibaba, eBay and Tiktok Shop show the numbers of products sold via each listing. At least 140 had been sold across those marketplaces, and one bottle holder pillow on Tiktok Shop had sold 92 times.
Find out more:Baby sleep pillows that risk overheating or suffocation
AliexpressAmazonEtsyOnBuyTiktok ShopWish
A report was issued in December for a giraffe shaped baby pillow with patting function that was for sale on Amazon. Despite this we found several similar looking products that we believe pose the same risks for sale on the platform, including one shaped like a giraffe and showing an infant using the product.
Many of the listings on Aliexpress stated that the products shouldn’t be used with children under 1, but clearly stated ‘baby’, ‘infant’ or ‘newborn’ in the product name and included images of the product in use with infants including in cots and cribs. One even showed a young baby lying on its stomach on top of the product - this goes against NHS safe sleep guidance that says a baby should be placed on its back for sleep.
One reviewer of a baby pillow on Aliexpress said that it was ‘way too heavy for a newborn or child under 1’. At least 1,200 baby pillows had been sold via the listings we looked at just on Aliexpress.
Find out more:Unsafe baby sleeping bags posing suffocation risk repeatedly found for sale
AlibabaAliexpressAmazoneBayEtsy Wish We found 38 products on Etsy that we were concerned about, including one knitted sleeping bag with a hood and no arm holes that was shown covering a baby’s mouth and nose. Many were bunny-style sleeping bags.
We found six baby sleeping bags on Amazon that we have concerns about, some of which actually dispatch from Amazon (as opposed to direct from third party sellers). A novelty shark shaped swaddle wrap has a hood with a shark face and teeth on, and the listing states that the sleeping bag can be used for multiple settings including sleeping. One reviewer posted a photo of their grandson using the sleeping bag, in which the hood appears large enough to cover his face.
Another baby swaddle blanket dispatched by Amazon is for infants aged 0-6 months and has a hood featuring teddy ears but no arm holes. The listing states that it can be used in the nursery and as a sleeping sack. Frustratingly we flagged this exact sleeping bag, although in brown rather than pink, to Amazon in January this year. The listing we shared with the marketplace no longer exists, but the page selling the pink version does.
This shark baby sleeping bag with no arm holes was for sale via Wish.com. On Aliexpress nearly 1,000 unsafe baby sleeping bags had been sold across five listings.
Find out more:Marketplaces risking infant safety
Once again marketplaces have failed to prevent the sale of dangerous products to consumers, suggesting they aren’t doing enough to stay on top of the issue and continuing to put online shoppers in harm’s way.
Which? believes that online marketplaces will not take meaningful action to protect their customers unless they are compelled to do so by law and face significant fines for breaking the rules. This means that online marketplaces must be given clear responsibilities for ensuring the safety of products that they list on their sites.
The Product Regulation and Metrology Act, adopted in July last year, enables the Secretary of State to impose product safety requirements on online marketplaces through secondary legislation, but these have been delayed and the government has only recently consulted on possible changes. The government urgently needs to use these powers to ensure that products such as these are prevented from reaching UK consumers.
Sue Davies, Which? Head of Consumer Protection Policy, said:'Which? has shown how easy it is to find these unsafe products with simple tools, so it's impossible for us to take companies as powerful as Amazon or eBay at their word when they claim safety is a top priority. Lives will be at risk until online marketplaces are finally forced to clean up their act.
'The government must urgently use the new powers it has under the Product Regulation and Metrology Act to update product safety legislation and impose a clear legal duty on online marketplaces for ensuring the safety of products sold through their third-party sellers, with tough enforcement for those that fall short.'
How to shop safely for baby products
When buying products for babies or children, particularly those were safety is crucial such as sleeping bags and toys with magnets or batteries, avoid buying from thirty party sellers on online marketplaces. Buy products from recognisable brands.
Baby sleeping bagsBaby sleep pillows Baby self-feeding aidsWhat the marketplaces told us
We shared our findings with the marketplaces.
Alibaba.comAliExpress Amazon'We’ve removed the products highlighted by Which? while we investigate. If customers have concerns about any item they've purchased, we encourage them to contact our Customer Service directly so we can investigate and help resolve their issue.'
eBay Etsy OnBuy TikToksource https://www.which.co.uk/news/article/baby-products-that-risk-serious-injury-or-death-for-sale-on-online-marketplaces-aUMcL3b6PDRo