My son has a redness inside his belly button, doesn't seem to be in pain but touches/scratches it very often, what could it be?

It is possible that the redness inside the navel is due to scratching. To help alleviate this issue, it is recommended to apply a fragrance-free moisturizing cream as needed, such as Aveeno or Glaxal Base. It is also advisable to dress the child in one-piece clothing to prevent them from scratching the area. If the redness persists or if there are any unusual discharge or odor, it would be best to consult a healthcare professional for further evaluation.