Consumer group Which? has uncovered dozens of unsafe baby products still circulating on major online marketplaces, including Amazon and TikTok. The investigation discovered pillows, sleeping bags, and feeders that carried active safety notices, meaning retailers continue selling items explicitly flagged as hazardous to infants.
The findings reveal a persistent gap in platform enforcement. Despite regulatory warnings and safety alerts issued by authorities, these products remain available for purchase on some of the world's largest e-commerce sites. Which? tested items and found they failed to meet safety standards or posed known risks to babies, yet sellers kept them listed.
Amazon and TikTok Shop face particular scrutiny, as both platforms host thousands of third-party sellers with varying compliance levels. The marketplaces rely partly on automated systems and user reports to catch unsafe goods, but the volume of inventory often outpaces enforcement capacity. Which? noted that while some products were removed after being flagged, others persisted across multiple listing variations.
The safety notices Which? referenced stem from bodies like the Consumer Product Safety Commission and UK authorities. Products flagged typically involve choking hazards, chemical exposure risks, or structural defects. Baby pillows and co-sleepers, for instance, have been linked to sudden infant death risk when they don't meet British Safety Standards.
TikTok Shop faces additional pressure as it expands its marketplace ambitions in the UK and Europe. The platform has marketed itself as a shopping destination but lacks the retail infrastructure of established competitors. Amazon, despite its size and resources, continues grappling with counterfeit and unsafe items slipping through verification processes.
Which? called for stronger accountability mechanisms, including mandatory third-party audits and faster removal timelines. Consumer protection advocates argue platforms should bear liability for items sold through their channels, creating stronger incentives for enforcement. Regulators in the UK are increasingly scrutinizing marketplace practices under proposed online safety legislation.
The investigation underscores how parent demand for convenience and low prices can collide with safety oversight on digital retail platforms.