- Baby Buzz
- Posts
- Tariffs On Baby Essentials Face Repeal
Tariffs On Baby Essentials Face Repeal
Plus: Tapo C840 launches AI dual-lens baby camera
Avinash Duggempudi
August 20, 2025 • Estimated Reading Time: 5 minutes
Baby Buzz
Here's what's happening this week in the world of DTC baby care marketing:
- Tariff repeal effort could cut costs on baby staples.
- AI baby monitor ups the feature race in nursery.
- Veba expands to Target.com after Shark Tank
- Why sustainable shopping for babies is more than a lifestyle choice
💸 The $200B Miscalculation Marketers Can’t Afford
On stage at eTail Boston, Fospha’s Chief Product Officer, Dom Devlin, warned that retail’s reliance on last-click metrics is outdated, and it’s costing brands $200 billion in under-credited sales. |  |
The missed connection is clear: shoppers often discover on TikTok, Meta, or Snap, but complete their purchase on Amazon, Walmart, or Target. Traditional attribution frameworks rarely connect those dots. As a result, channels that spark demand are stripped of credit, while budgets overweight the “closers” - whether or not they truly created the sale.
Dom called this the bottom-of-funnel trap: over-investing in channels that finish the purchase while underfunding those that generate demand. The fallout is higher acquisition costs and shrinking pipelines of future customers.
Fospha’s Halo platform was built to break that cycle. By integrating marketplace and DTC sales into one unified ROAS, it captures the full impact of discovery spend across the funnel. For brands like Nécessaire and Give Me Cosmetics, that visibility has unlocked the confidence to double down on demand generation while protecting profitability.
📥Download Fospha’s Halo Report to see how leaders are funding growth where it really starts.
📌WEEKLY MUST-KNOWS
POLICY AND PRICING
Kennedy Pushes Bill To Remove Tariffs On Baby Essentials
Rep. Tim Kennedy is pushing the “Babies Over Billionaires” package to lift tariffs on diapers, formula and strollers after years of tariff-driven price increases. If passed, import-heavy baby brands could see lower landed costs and room to reset pricing and promos as families face a projected $875 million burden in 2025. Importers, retailers and budget‑squeezed parents are in scope.
Tapo launched the C840, a dual‑lens 2K baby camera that uses AI to detect crying and movement, play lullabies and analyze sleep, priced at £179.99. The feature stack raises the bar for smart monitors and could shift shopper expectations heading into Q4. Baby-tech incumbents and retailers in nursery electronics will feel competitive pressure.
DTC AND RETAIL
Veba Expands To Target.com After Shark Tank
After a no‑deal appearance on Shark Tank, Veba Baby expanded distribution to Target.com for its smart bottle band that tracks temperature and shelf life. Marketplace validation plus safety‑centric positioning can unlock gifting and registry demand despite early revenue. Early‑stage baby hardware brands and big‑box buyers are the near‑term stakeholders.
🧐 What Does Brand Building Really Mean in eCommerce?
⚡QUICK READS
New Bottle And Teether Concept Seeks License: An InventHelp filing promotes a singing bottle kit with a teething pacifier to aid latch and soothe, signaling continued novelty demand in feeding accessories and potential licensing opportunities.(More)
Why Sustainable Shopping for Babies Is More Than a Lifestyle Choice: Impakter explores how eco-conscious baby products go beyond trend-driven buying, tying directly into child health, long-term environmental impact, and brand trust. For babycare marketers, it’s a call to position sustainability as a core value, not just a premium add-on.(More)
ClickZ is a ClickZ Media publication in the DTC eCommerce division