Babylist is an online registry and commerce platform for new and expecting parents, leading the $67 billion baby products market. Founded in 2011 by Natalie Gordon, a former software engineer at Amazon, Babylist was created to offer a better baby registry experience.

It allows users to add products from any website, along with services like frozen meals, pet-sitting, or diaper delivery. Key brand partners include Afterpay, Klarna, Pampers, Carter’s, and Hello Bello. In 2021, Babylist drove more than $700M in attributable commerce and generated over $240M in revenue.

The company has expanded into a full-service platform, including Babylist Health and The Push, a branded content studio. Headquarters are in Oakland, CA, with a size of 51 - 200 employees. babylist is tagged under baby products.

Recent brand deals include ToNYD2WiLD, MsVaughnTV, The Ploofs, Jackpot Famous and Tyler Nolan. You can request access to our brand deal research below for a complete report.