Babylist

Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 8 million people each year. Utilizing robust proprietary data, patented technology, and unbiased editorial guidance, we recommend expert-tested products to those starting their parenting journey so loved ones can offer their support. Babylist registries connect new parents and their community of family and friends who help plan, prepare, and shop for a child's arrival.

Founder Natalie Gordon started Babylist in 2011 when she was pregnant with her first child after realizing the limitations of existing baby registry options. She launched it two weeks before her son was born. What began as a side project has become the generational brand in baby, leading the $67 billion baby products market as the trusted go-to solution for growing families.