How What to Expect Picks the Best Baby Products

How What to Expect Chooses the Best Products for Parents

Shopping for baby gear can be exciting — but it’s also one of the most overwhelming parts of preparing for parenthood. In fact, 1 in 3 moms say there are “too many baby product options” out there.¹ You’ve got enough on your plate (and in your cart). That’s where What to Expect comes in — not just as a trusted resource, but as your smart-shopping sidekick.

Whether you’re stumped by which pregnancy pillow to buy or on the hunt for a breast pump that actually fits your lifestyle, we bring expert insight, real-parent reviews, and medically reviewed advice — all tailored to what matters most to you.

That’s where What to Expect comes in — not just as a trusted resource, but as your smart-shopping sidekick.

We make the process easier with product guides that are deeply researched, medically vetted when needed, and grounded in everyday parent experience.

Why Parents Trust What to Expect

What to Expect is the #1 most trusted source for product guidance among moms 18 to 44 — ranking ahead of social media, influencers, friends, and family.¹ That trust shapes everything we do.

Our content reaches 9 in 10 first-time expecting moms in the U.S., registering over two-thirds of pregnancies.²

Our product recommendations are rooted in real-life parent insight, informed by medical professionals, and shaped by the feedback of millions of parents and parents-to-be in our community. Editors follow rigorous research standards, and every guide is reviewed by vetted OB/GYNs, pediatricians, or other credible experts — ensuring that every pick is safe, reliable, and truly helpful for your growing family.

Behind the Scenes: How We Vet New Products

Each product undergoes multiple checks — from scanning for safety recalls, to expert board review, to real-world staff testing. Our internal litmus test? “Would I use this for my own baby?”

If the answer’s yes, only then does the product make it into our guides.

What Goes Into Our Product Recommendations

We take product research seriously because we know how much is riding on the right pick. Our editorial process includes:

What We Do	Why It Matters
In-depth research	We assess safety, design, value, and innovation across brands.
Expert insight	Our Medical Review Board checks health and safety accuracy.
Hands-on testing	Staff and contributors test gear in real-life parenting scenarios.
Community feedback	Thousands of parents tell us what actually works.
Product checks	We monitor pricing trends and recall alerts.

We routinely refresh content for accuracy in pricing, availability, and safety — as verified via the Consumer Product Safety Commission (CPSC) database.

Good to know: Some of the shopping links in our product coverage may earn us a commission, but that never influences what products we choose to feature.

Each product undergoes multiple checks — from scanning for safety recalls, to expert board review, to real-world staff testing.

Our Awards: Voted by Parents, Backed by Research

Each year, we recognize products that consistently stand out — and those awards matter. Studies show 1 in 2 moms are more likely to trust a product labeled “mom-approved” or “award-winning.”¹

Our Mom Must-Have, Feeding, Sleep, and Pregnancy-Safe Beauty programs are shaped by community voting, editor insight, and expert oversight.

Mom Must-Have Awards

This community-powered program highlights products parents love across 30 essential categories. More than 4,800 votes determined the winners, which include everything from prenatal vitamins to strollers and baby skincare.

What to Expect

Feeding Awards

We started with a list of trusted items based on community recommendations and editor testing. Then, we asked parents to weigh in. Nearly 6,000 votes across 24 categories helped us spotlight feeding essentials that consistently deliver.

What to Expect

Sleep Awards

To find the products that help families get more rest, we asked more than 800 parents to vote on their favorite sleep gear. From swaddles and sound machines to gliders and lotions, every winner was chosen based on real-world results and thousands of parent comments.

What to Expect

How We Cover Sales

Raising a child comes with costs — and smart savings matter. That’s why we only feature price drops that offer real value and reflect the lowest pricing we’ve seen in the past three months.

We don’t report on every single sale. Instead, we focus on deals that help parents save on gear they actually need.

How to Use Our Product Guides and Reviews

Here’s how to get the most out of our guides:

Scan Our Top Picks: Jump straight to standout products tailored for specific needs — whether it’s “best for small spaces” or “most budget-friendly.”
Look for product accolades: Each listing highlights its standout strength — like “best for reflux” or “most affordable.”
Read the pros and cons: Every pick includes insights from real parents in our community, plus testing and research from our editorial team.
Spot the award badge: Products that won our Mom Must-Have, Sleep, or Feeding Awards were voted on by thousands of parents and approved by expert reviewers.
Check for updates: Our guides are refreshed regularly to reflect new feedback, research, and safety news.