5 Things Aussie Parents Should Check Before Buying Baby Products Online

Seeing a baby product for sale online doesn't tell you whether it's safe, suitable for your baby or legal to supply in Australia.

The listing might have polished photos, hundreds of reviews and a price that looks hard to ignore. But none of those things tells you whether the product meets Australian requirements, whether it has been recalled or whether it's actually appropriate for your baby's age and stage.

That matters more as online marketplaces continue to grow.

For 2026–27, the Australian Competition and Consumer Commission (ACCC) has made unsafe consumer goods in digital markets one of its product safety priorities. The ACCC is also continuing its focus on products used by young children, including compliance with infant sleep and other mandatory safety standards.

The good news is that you don't need to become a product-safety expert before buying something for your baby.

You do need to know what to check.

1. Check who is actually selling the product

An online marketplace and the business selling the product aren't the same thing.

A product can appear on a familiar website while being supplied by a separate third-party seller. The ACCC advises consumers to know who they're buying from, particularly because consumer guarantees can be harder to enforce when purchasing from an overseas supplier.

Before you buy, look at:

• The seller's name and location

• Whether they provide clear contact details

• Where the product will be shipped from

• The returns and refund information

• Whether the listing clearly identifies the manufacturer or brand

This is especially useful when the same-looking product appears across several websites at very different prices.

A low price isn't automatically a problem. But if you can't work out who you're buying from, that's worth stopping for.

For something your baby will use every day, knowing exactly who made it and who’s selling it is better than judging the product by its photos.

2. Check the age, size, and stage requirements

“Suitable for babies” is not enough information.

A product may be intended for a particular age range, weight, size or developmental stage. Using something before your baby is ready for it, or continuing to use it after they've outgrown it, can create safety problems.

The ACCC specifically advises parents to make sure baby products are appropriate for their baby's age and size. Its online safety guidance also recommends checking the age range and safety information provided in product listings.

Before clicking Buy, look for:

• Age range: Is your baby within the manufacturer's stated range?

• Weight or size limits: Does your baby fall within the specified limits?

• Developmental requirements: Does your baby need to have reached a particular stage before using it?

• Fit: If the product needs to fit around or onto your baby, are the measurements clear?

This applies to feeding products too.

Bottles, teats, cups and feeding accessories can have different specifications and intended uses. A well-presented product page should make those details easy to find rather than leaving you to guess.

That is one reason established feeding brands such as Dr Brown's put product-specific information alongside their feeding products, so parents can compare options based on how and when they're intended to be used rather than choosing from a photograph alone.

3. Look for the safety information, not the sales pitch

A product description that tells you what something does doesn't necessarily tell you what you need to know to use it safely.

The ACCC recommends reading safety warnings, instructions and minimum age markings before buying. For baby products sold online, its guidance says listings should include safety warning statements and the age range the product is designed for.

Pay particular attention to:

• Warning statements

• Minimum and maximum age recommendations

• Weight limit

• Assembly instructions

• Cleaning and maintenance instructions

• Supervision requirements

• Any stated limitations on how the product should be used

If important safety information is missing from the listing, don't assume you'll find it after checkout. If the retailer doesn't provide the required safety information, ACCC's advice is; don't buy it.

For feeding equipment, cleaning and care instructions deserve particular attention. A bottle is made up of more than the part you can see first: depending on the design, there may be teats, collars, vents or other components that need to be assembled, cleaned and maintained correctly.

When comparing bottles online, look for a manufacturer that makes those instructions easy to access.

→ Explore Dr Brown's bottle and feeding information ←  

4. Check if the product is regulated, banned or recalled

This is the step that's easiest to skip when you're focused on getting the nursery ready.

Some products sold in Australia are subject to mandatory safety standards. These standards can set requirements for things such as design, construction, performance, packaging or safety information. Suppliers must comply with relevant mandatory standards before supplying regulated products in Australia.

Check ACCC Product Safety database whether the product has been banned or recalled.

This is particularly useful when buying products from marketplace sellers or unfamiliar brands. A product being available for sale online isn't proof that it has passed the relevant Australian safety requirement.

And it's worth remembering that safety information can change after a product reaches the market. A recall may be issued because a problem has been identified later.

5. Ask what the product is actually designed to do

Use a product for its intended purpose and according to the manufacturer's instructions. The ACCC repeatedly makes this point in its guidance for baby products.

Don't assume that because a product can be used a certain way, it was designed or tested for that use.

That matters with feeding equipment as well.

If you're buying a bottle system, for example, check what each component is designed to do, how it should be assembled, and which feeding stage or situation it is intended for. Don't improvise a different use simply because two products look interchangeable.

For a feeding brand like Dr Brown's, this product-specific approach is important. Different bottles, teats, and feeding accessories exist for different stages and needs.

So the useful question isn't simply “Which bottle looks best?” It's “Which product is designed for what my baby needs right now?”

→ Browse Dr Brown's feeding products ←

What about reviews?

Think of reviews as one source of information, not proof that a product is safe.

It can help you understand whether assembly was difficult, the instructions were clear, or the product worked as expected. But it shouldn't replace safety checks.

A product can have hundreds of positive reviews and still be unsuitable for your baby's age or subject to a recall.

The ACCC recognises reviews as one source of information when researching products, but also recommends checking product information, warnings, standards and recall status.

One more check: inspect it when it arrives

Your safety check shouldn't end at checkout.

When the product arrives, compare it with the listing and instructions. Check that the parts are included, assembly instructions are available and there is no visible damage.

If something doesn't match the description or the safety information isn't what you expected, investigate before using it.

The ACCC also recommends regularly checking baby products for wear and tear and not using damaged products.

For feeding products, that means paying attention to the individual components rather than only checking the bottle itself. Look at the teat, collar, venting components and any other parts for signs of damage or deterioration, and follow the manufacturer's cleaning and replacement guidance.

Before you click Buy

You don't need to spend hours researching every baby product you see online.

For the products your baby will feed from, sleep in, sit in, wear, play with or be carried in, a few checks are worth making part of your buying routine:

1. Who is selling it?

Know the retailer or third-party seller.

2. Is it suitable for your baby?

Check age, size, weight and developmental requirements.

3. What does the safety information say?

Read warnings, instructions and limitations before buying.

4. Is it regulated, banned or recalled?

Check Australian product-safety information rather than relying on the listing alone.

5. What is it actually designed for?

Use the product only for its intended purpose and follow the manufacturer's instructions.

Online shopping makes it easy to compare products, prices and reviews. But for a product that’ll be used by your baby, take a minute to look past the photos and price.

Check the product. Check the seller. Check the safety information. Then decide whether it's worth buying.