Baby won’t sleep laying down

Baby is 10 days old and won’t sleep when laying flat. He will sleep for hours if laying on my chest. He doesn’t really spit up so I don’t think he’s having reflux. I put a few thin blankets under the head of his mattress, per his pediatrician, to create some incline in his bassinet but this hasn’t helped. I’ve tried swaddling both arms in and arms out and he still wakes up within a couple minutes of being laid down. Any ideas? Just keep trying?