Major online marketplaces Amazon and eBay are facing serious allegations after a damning investigation uncovered hundreds of potentially deadly products available to British consumers.
Investigation Uncovers Widespread Safety Failures
Consumer champion Which? conducted thorough research that identified nearly 800 products being sold online that were either identical or remarkably similar to items previously flagged as dangerous by the Office for Product Safety and Standards (OPSS). The findings, released on November 21, 2025, paint a worrying picture of safety standards on some of Britain's most popular shopping platforms.
The investigation revealed products spanning multiple categories that posed significant risks to consumers, including:
- Toys with small parts presenting choking hazards to young children
- Baby sleeping bags with design flaws risking suffocation
- Poorly constructed aluminium ladders prone to collapse
- Electrical items with faulty wiring that could cause house fires
Specific Dangers Identified
Among the most concerning discoveries was a toy dinosaur sold on Shein containing a small bone component considered a choking hazard for children under 36 months. The investigation also identified more than 100 examples of baby sleeping bags that posed what experts judged as a serious risk of asphyxiation.
Many of these sleeping bags featured hoods that could cover a baby's face and cause suffocation, while other designs lacked proper arm holes, creating situations where infants could slip down inside the bag and smother. Which? researchers also spotted 142 examples of a specific aluminium ladder that had repeatedly failed safety tests by collapsing under pressure.
Market Response and Government Calls
Sue Davies, Which?'s head of consumer protection policy, stated: "Our latest research shows just how easily marketplaces could step up their efforts to tackle this problem if they were taking product safety as seriously as they claim."
The consumer group is now demanding urgent government action, calling for secondary regulations under the Product Regulation and Metrology Act to impose a clear legal duty on online marketplaces with tough enforcement measures for those failing to meet safety standards.
Research indicates that 90% of UK consumers have purchased from online marketplaces in the past two years, with approximately 24 million people being regular users. Alarmingly, Which? estimates that at least 8.8 million people have experienced harm from faulty, unsafe or fraudulent products purchased through these platforms.
Company Responses
An Amazon spokesperson responded: "We require all products offered in our store to comply with applicable laws, regulations, and Amazon policies. We proactively monitor our store for safety alerts and product recalls and remove relevant products."
EBay maintained that "consumer safety is a top priority" and confirmed they had reviewed the listings identified by Which?, taking action where required including removing items and notifying buyers.
A Shein spokesperson added: "All vendors are required to comply with Shein's code of conduct and abide by relevant laws and regulations. When non-compliant items are found, Shein takes immediate action to remove them."
The investigation highlights growing concerns about product safety in the rapidly expanding world of online retail, prompting calls for stricter regulations and better enforcement to protect British consumers from potentially deadly products.
