Amazon includes the Alliance as the first organization in new safety badging program, created to help consumers make more informed purchasing decisions

The Baby Safety Alliance is excited to announce that parents and caregivers shopping for safer baby products can now look for the Verified Seal on Amazon.

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Baby Safety Alliance Verified Seal, now featured on Amazon. Look for it on product listings and packaging to identify products independently tested for safety, performance, and functionality.

The Baby Safety Alliance Verified Seal, formerly the JPMA Certified Seal, has been a symbol of trusted and tested products for fifty years. New and expectant parents, as well as caregivers, have looked for the seal on packages and product websites, and now, they can easily identify products with the seal on Amazon.

Baby Safety Alliance Verification is now featured directly on product detail pages through Amazon’s new safety badging program, giving customers clear visibility into products that have been independently verified by trusted third-party safety organizations at the point of purchase. When a product is Baby Safety Alliance Verified, the Amazon listing for that product can now display a badge reflecting the Verified Seal, along with information about the Baby Safety Alliance and what Verification represents.

“The Baby Safety Alliance is proud to be the first organization included in the program, marking a major milestone for both Alliance members and the broader baby and children’s products industry,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “This initiative reflects years of industry feedback requesting better ways to communicate trusted safety certifications directly to consumers, and we are thrilled to be a part of that vision coming to life.”

The program is designed to make safety verification information more accessible and meaningful for families shopping online, helping consumers make more informed purchasing decisions with greater confidence.

Early feedback suggests customers strongly value verified safety information, especially when it comes from credible, category-specific organizations like the Alliance, reinforcing the importance of trusted verification bodies within the juvenile products space.

Families and caregivers can learn more about Verified products at BabySafetySeal.org.

About the Baby Safety Alliance

The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

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“This initiative reflects years of industry feedback requesting better ways to communicate trusted safety certifications directly to consumers, and we are thrilled to be a part of that vision coming to life.”