Consumer watchdog Which? has uncovered 150 potentially lethal baby products being sold on major online marketplaces in the UK, including self-feeding props that risk choking and sleep pillows that risk suffocation. The products were found on Alibaba, AliExpress, Amazon, eBay, Etsy, OnBuy, TikTok Shop, and Wish.
Self-Feeding Products Pose Choking Risk
Which? researchers identified 54 baby self-feeders for sale across Alibaba, Amazon, eBay, OnBuy, and TikTok Shop. Of these, 21 were pillow bottle holders that fasten around a baby's neck. According to a 2022 safety alert from the Office for Product Safety and Standards (OPSS), these products create a risk of serious harm or death from choking on feed or aspiration pneumonia, as babies lack the dexterity to control feed flow.
Baby Sleep Pillows Risk Suffocation
Which? found 37 pillows marketed for infants under 12 months, many using words like "newborn" or "infant" in descriptions. The OPSS issued a safety alert in December 2025 warning that sleep pillows can cause suffocation and overheating. Listings on AliExpress, Amazon, Etsy, OnBuy, TikTok Shop, and Wish claimed the pillows improved sleep or were suitable for cribs. One AliExpress pillow had over 1,200 sales despite a reviewer noting it was "way too heavy for a newborn."
Unsafe Sleeping Bags with Suffocation Hazards
Researchers found 59 baby sleeping bags on Alibaba, AliExpress, Amazon, eBay, Etsy, and Wish that posed suffocation risks due to hoods covering the face or lack of arm holes. On Etsy, 38 sleeping bags raised concerns, including a knitted bag with a hood covering a baby's mouth and nose. Six dangerous sleeping bags were found on Amazon, some fulfilled by Amazon itself.
Sue Davies, Which? head of consumer protection policy, said: “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. 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.”
Marketplace Responses
All marketplaces except Wish removed the flagged items after Which? contacted them. Alibaba.com said it "swiftly removed the non-compliant products" and will educate sellers. AliExpress confirmed removal and plans to enhance control measures. Amazon stated it removed the products while investigating and encouraged customers to contact Customer Service. eBay removed the remaining four items and conducted a wider search. Etsy removed all violating listings. OnBuy confirmed removal before any sales occurred. TikTok Shop removed the products and issued notices to customers. Wish did not respond.
