Online Shopping Red Flags for Parents

As a parent of five kids, I used to just shrug my shoulders if I saw a product for sale online that seemed a bit “off”—either the image was obviously edited or the product description was strangely worded (or too good to be true). If a cool new bassinet seemed like it would solve my baby’s sleep woes, I figured it was probably safe, even though my parenting instincts knew better.

Online marketplaces like Amazon, Temu, and Walmart.com are under scrutiny for their lack of accountability for hazardous products sold by third-party vendors. While traditional retailers can be held liable for the safety of the products they sell, online platforms claim a different role for products sold by a third-party seller that can let them avoid legal responsibility for defective items such as flammable pajamas, faulty carbon monoxide detectors, and unsafe hair dryers, CR has reported. 

CR and other consumer advocacy groups argue that outdated product liability and safety laws fail to address the potential risks posed by third-party sellers on these online platforms, leaving buyers vulnerable to dangerous goods and creating gaps in safety regulations.

While Amazon and other large online retailers have introduced safety initiatives to protect consumers from potentially hazardous products, these measures must go further. Consumer Reports has proposed stronger, enforceable legal frameworks to protect consumers, including a liability scale based on the platform’s involvement in product distribution, clear labeling of third-party sellers, removal of hazardous listings, and immediate notifications for recalls. 

Until more safeguards are put in place to protect consumers, parents shopping online for their kids will have to be their own best advocates.

A team of Consumer Reports safety experts developed guidelines to help parents shop safely online. Here’s what CR and other consumer advocates recommend, along with a few things I’ve learned over the course of a decade of online shopping for my five little kids.

Understand who the seller is. “It’s not always easy to tell who is selling a given product, but a little digging can often shed some light. Look for the seller’s identity on product pages. You should, at a minimum, know who you are buying from and look at what their history and reviews look like,” says Oriene Shin, manager of safety advocacy at CR. The Massachusetts Office of Consumer Affairs and Business Regulation also recommends checking the “sold by” label when shopping online. This helps identify whether you’re purchasing from a third-party seller. 

Buy from reputable sellers. “Consider buying only products where the marketplace itself (such as Amazon or Walmart) is listed as the seller—because the platforms are unambiguously responsible for those products under current laws. If you’re interested in a product listed by a third party, stick with well-known and reputable brands. If you haven’t heard of one, do a Google search. One good sign is if you can find the exact same product on other major retail sites. Being unable to find a company website is a bad sign,” Shin says.

Exercise greater care with higher-risk items. “Certain categories of goods merit extra caution," according to Shin. "Those that should get the highest level of scrutiny include toys, sleep products, devices that use lithium-ion batteries, or items small enough to be swallowed by a child.”

Check the reviews, but be skeptical. “Negative customer reviews should put you on guard, especially if they include specific real-life details and/or multiple reviews identify similar problems. But keep in mind that fake and paid-for reviews, though illegal, are widespread,” the CR team says. Pro tip: Google the merchant name plus “customer reviews” and read beyond the first couple. 

Pay attention to marketing claims. As a parent, an obvious red flag for me is when a product is marketed to “young kids” or “all kids” without regard to their developmental stage or age, such as suggesting toddlers should be using marbles. 

In addition, I watch for inconsistencies in the marketing language, such as recommending a product for conflicting age groups (something can’t really be “for adults” but also “for preschoolers,” for example). This type of contradictory language is a red flag to me as a parent shopping for my kids, though it doesn’t always have to indicate a problem—just something to warrant a second look. 

I also watch for vague language around safety, such as this writeup for an infant neck float on Amazon from a third-party seller that stated: “The inner edge of the baby collar swimming ring has been processed through 6 rigorous processes, and the round and burr-free edge will not hurt the skin. (sic) It will make the baby’s neck more comfortable.” This vague and repetitive language about “6 rigorous processes” made me trust this product much less—and rightly so. In 2022, the Food and Drug Administration warned parents, caregivers, and health providers not to use baby neck floats due to a risk of serious injury or death, and in August 2025, the CPSC formally approved a rule to improve these products. “But the safest and most straightforward approach would be for Congress to pass a law banning infant neck floats entirely,” Shin says.

Apply a dose of common sense. “How is that safe for toddlers?” I remember a relative pointing out the long string leash on a puppy pull toy. All I’d seen was a cute toy that helped me avoid buying my kids a real puppy! But with a second set of eyes and some common sense, I saw the potential choking hazard for what it clearly was. Now, when I’m internet shopping for my children, I try to focus not just on what my kids will love, but what they can love safely and with a low risk of injury.

Report suspicious products. “If you see something that seems suspicious, or you spot a recalled, illegal, or hazardous product, alert the website and consider reporting it to the CPSC at SaferProducts.gov,” the CR team says. Your diligence just might protect another family from experiencing a devastating injury, or worse.