The best-selling baby products of all time: 2023's 16 most-sold items

WaterWipes - £23.95 | Amazon 

Age suitability: newborn +

WaterWipes are a best seller for a reason. In the first few weeks, midwives advise that 'just water and cotton wool' is used on newborns' bums, however, that's not always the best option if you have to be up and about on school runs. WaterWipes position themselves as gentle enough for newborn and premature baby skin, and trusted by dermatologists. Which makes them a go-to brand for new mums.

We chat with mum Holly who tells us she used WaterWipes too: "While they are the pricier option compared to say, Aldi, in those first few weeks where the skin is so new and sensitive these were the better choice for me. We still use them now, even two years on and we've never had any skin issues."

Baby Annabell Sweetie For Babies - £16.99 | Amazon 

Age suitability: 3+ years

It wouldn't be a list of the best selling baby products without Baby Annabell. This cute little doll has earned a place in the best-selling baby products of all time and it's for good reason. Every parent and person has heard of this sweet, cuddly baby, which comes with an integrated rattle for playtime and bedtime. And it's no wonder. Priced at under £20, this is an ideal first friend for your little one. 

Lansinoh Disposable Nursing Pads - £16.49 | Amazon

As best-selling baby products go it's easy to see why these discreet pads are on the list. They're easy to use, simply place the pad in your bra with the contoured edges at the sides. They stick to your bra and change as needed. The brand advises you do this between each feed.

Mum-of-one Carla tells us: "I tried loads of different breast pads and these were the best. They stay put and they fit seamlessly under my bra. I was skeptical as they seemed thin but they're super absorbent."

LAMAZE Freddie The Firefly - £13.99 | Amazon 

Age suitability: From 0 to 6 months 

Little Freddie has over 12,000 reviews and an impressive 4.8 out of 5 stars on Amazon. So it makes sense that this little firefly makes the list of the best selling baby products. Suitable from birth, it makes a great teething and sensory toy - with crinkly wings, a pull-out mirror and a soft velour body. This will keep your child engaged through infancy.

Tommee Tippee Sangenic Nappy Disposal System Triple Pack Cassettes - £21.99 | Amazon

These cassettes are used with Tommee Tippee's Sangenic TEC disposal system. The bags in these cassettes feature an antibacterial film that kills 99% of germs on contact and when you push the nappy down this clever system twists each bag and seals each single nappy.

Mum-of-twins Dionne tells us why this was the best baby shower gift she received; "I didn't even know I wanted one until we were two weeks in. My friend, who was 8 months into her first child, bought it as a gift and I remember she just nodded wisely saying that 'you will love it, trust me and we do. It's amazing at keeping smells in."

Sensory Wooden Ring Baby Toys - £4.99 | Amazon 

Age suitability: From 0 to 1 year  

The best selling baby toys don't have to cost a small fortune. Priced at under £5, this sensory wooden rainbow rattle is just the thing to keep your little one engaged, and learning (as well as keeping your pockets happy). The rainbow rattle can encourage crawling, babies can use it for teething and this wooden wonder can help improve your baby's hand-eye coordination and promote sensory development of the brain. How perfect. 

Huggies Pure Baby Wipes - £12.00 | Amazon 

Not a fan of WaterWipes or Amazon's own brand? Then next up on the list of the best-selling baby products is Huggies Pure Baby Wipes which are fragrance-free and extra gentle when used for cleaning. But don't just take our word for it. These wipes score an impressive 4.7 stars out of 5 from more than 27,000 reviews. So if you invest, you know you and your little one is in good hands. 

Lanjue Tummy Time Mirror - £8.99 | Amazon

Age suitability: 0-6 months

Encouraging some tummy time? Then look no further than this Amazon bestselling baby product. It's a 3-in-1 floor mirror as well as a teether and book. Watch them as they look at their own reflection and make sense of the world around them or as they deeper their senses, touching and flicking through the crinkle book. 

Johnson's Baby Cotton Buds, Pack of 200 - £1.25 | Amazon 

Sometimes, the best-selling baby products aren't fancy or full of frills but they do what they say on the tin. And these Johnson's baby cotton buds certainly live up to this. Made from 100% pure cotton, plastic-free and clinically tested what more could you want or need in your list of baby must-haves?

YOGINGO Baby Tissue Box Toy - £9.99 | Amazon 

Age suitability: 0-6 months

This magic tissue box is a sensory early development toy for infants and toddlers. The idea? To encourage touch as your baby pulls these multi-coloured tissues out of a box one by one (and then puts them back in). It comes with crinkly sounds, fruity shapes and animal prints. 

MAM Teats Size 2 - £5.99 | Amazon 

Age suitability: Suitable for 2+ months

You know a product's worth its weight in gold when it racks up an average of 4.8 stars out of 5 on Amazon from more than 27,000 reviews. The MAM SkinSoft silicone teats are known for feeling 'just like mum's skin' to babies. In fact, according to the brand, the MAM has a 94% teat acceptance rate. It's also crafted to achieve an ideal fit in baby's mouth when bottle feeding. Coming in a size 2, these teats for baby bottles are perfect for older and bigger babies who drink faster. 

Tomy Hide-n-Squeak Eggs - £8.99 | Amazon 

Age suitability: 0-6 months

A very neat little toy for toddlers, it's colourful and engaging for their young minds and keeps them entertained. An egg carton, with six eggs each with a chick inside. Each egg has a different facial expression and a different coloured chick inside. The chicks 'chirp' when pressed. This is a nice surprise.

Picking up the eggs, fitting the lids on, and pressing them down all help develop fine motor skills. The eggshells fit neatly on top of each chick, the chicks fit into their own space, and the carton closes and locks with a little catch. Each egg has a different shape on the bottom which slots into the corresponding shape in the egg carton, so also aids in learning to shape sort.

Read our full review of the Tomy Hide-n-Squeak Eggs and discover why our goodto.com tester gave it a thumbs up in our best toys for 6-month-olds.

Childs Farm Kids Shampoo - £6.75 | Amazon 

There's a lot to love about Childs Farm strawberry and organic mint shampoo which is suitable for dry, sensitive and newborn skin. And if the more than 1,000 reviews are anything to go by, the good people who buy this product off Amazon seem to think so too. The shampoo is ethically and sustainably sourced and suitable for all hair types. It helps to control tangles and is free from parabens, phthalates, artificial colours and dyes. It's also dermatologically and pediatrician approved. 

VTech Walker - £29.99 | Amazon

Age suitability: 6 months+

Baby walkers have been around for generations, but this Vtech one is all-singing, all-dancing. It encourages your baby to take their first steps, strengthen their core, gain balance and learn loads, with a 2-in-1 walker and activity centre. Suitable from 9 months, it's a classic hand-me-down toy for siblings and cousins.

Read our full review of the Vtech Walker and discover why our goodto.com tester gave this a full five out of five stars in our guides to the best baby walkers.

Sophie la Girafe Baby Toy - £13.99 | Amazon 

Age suitability: 3 months+

Sophie le Girafe was certainly a cult buy in the 2000s, but this gentle giraffe is historic; originally made back in 1961. And it's still just as in demand today, with over 50 million sold to date. The shape makes it so easy for baby to hold and soothes sore gums.

Mum Isobel bought a Sophie Girafe for both of her children; "Everyone had one when I became a new mum. [This giraffe] can be used as a teething toy, plus she squeaks when squeezed. Though fair warning, to wash it just use a wet wipe; submerging in water can cause the sound effect to stop working or potentially grow mould."