Amazon Still Selling Dozens of Unsafe Baby Products, Which? Finds

July 12, 2026 3 min read

Amazon and other major online marketplaces continue to list dozens of baby products that fail UK safety standards, according to an investigation released by Which? on Thursday. The consumer advocacy group identified pillows and other infant sleep items that violate guidelines designed to prevent sudden infant death syndrome. The findings raise fresh questions about how effectively platforms verify product safety before offering listings to millions of shoppers.

Investigation Identifies Safety Failures

Which? researchers purchased 70 baby sleep products from Amazon, eBay, AliExpress, and Shein for independent laboratory testing. Results showed that 26 items failed to meet UK safety requirements. The failures included pillows marketed for infants despite health authorities advising against such products for babies under 12 months. Amazon accounted for the largest share of non-compliant listings, according to the report.

Regulatory Gaps Under Scrutiny

The investigation exposes a gap between UK product safety laws and enforcement practices governing online marketplaces. Under current rules, platforms bear responsibility for ensuring sellers comply with safety standards. However, Which? argues that self-certification systems allow manufacturers and sellers to list products without meaningful verification. The organisation has called on the Office for Product Safety and Standards to increase oversight and issue fines against repeat offenders.

Industry Response to Findings

Amazon stated it requires sellers to comply with applicable laws and removes products that violate its policies. The company removed listings during Which?'s investigation after being contacted for comment. eBay said it uses automated technology to detect non-compliant products and works with trading standards authorities. Shein and AliExpress did not respond to requests for comment before publication.

Investor Implications for Marketplace Stocks

The findings carry potential consequences for investors holding shares in e-commerce platforms. Product safety scandals have previously triggered regulatory crackdowns and reputational damage that affected stock valuations. Amazon shares trade on the Nasdaq and form part of many retail-focused exchange-traded funds. Analysts note that sustained regulatory pressure could increase compliance costs for marketplace operators.

Supply Chain Accountability Questions

Third-party sellers account for roughly 60 percent of Amazon's retail sales globally. These merchants often ship products directly to consumers using fulfilment services operated by Amazon, creating a complex liability picture. Which? argues the use of Amazon's fulfilment infrastructure gives the company greater knowledge of products moving through its warehouses than it typically acknowledges publicly.

Consumer Risk and Market Trust

Parents shopping online face difficulty distinguishing between safe and unsafe baby products because product listings rarely include safety certification details. Which? found that several non-compliant pillows carried misleading descriptions suggesting the items were suitable for infants. The consumer group recommends checking product safety markings and avoiding items without clear age guidance.

Policy Pressure Mounting

The UK government published a product safety review in 2023 that proposed new duties for online platforms, including mandatory reporting of unsafe products and regular audits of high-risk categories. Trade standards officers have repeatedly warned that they lack resources to police the volume of goods sold through marketplaces.

What Comes Next

Which? intends to share its findings with the Office for Product Safety and Standards and has called for an industry-wide review of baby sleep products sold online. The organisation plans to conduct follow-up testing in three months to determine whether platforms have removed the identified non-compliant items. Shoppers should monitor product recall databases and report suspicious listings to trading standards. Platforms face increasing pressure to demonstrate they can self-regulate before governments impose mandatory certification requirements that could reshape how baby products reach consumers.