New Amazon collaboration supports regulatory compliance and market access

MT. LAUREL, N.J., April 7, 2026 – The Baby Safety Alliance today announced the expansion of its Child Restraint System (CRS) Verification Program into Canada through a new proof of compliance module developed in collaboration with Amazon. The expansion marks a significant step in supporting manufacturers selling in Canada while reinforcing consistent safety expectations across North America.

“Parents do not think in terms of borders when it comes to safety. They expect the same level of confidence in the products they buy,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “This is a step toward a more aligned approach to product safety and compliance across markets.”

The new module is designed to align with Canada’s Motor Vehicle Restraint Systems and Booster Seats Safety Regulations (SOR/2010-90), administered by Transport Canada. These regulations establish requirements for certification, labeling, installation instructions, product design, dynamic performance testing, flammability, and other critical safety criteria.

“A car seat is built for one purpose: to protect a child in a crash,” said Joseph Colella, Director of Child Passenger Safety. “That means every requirement, from testing to labeling, must be taken seriously. This expansion of the Verification Program helps ensure manufacturers can highlight compliance with those elements for products sold in Canada.”

Participating manufacturers must demonstrate compliance through a combination of internal testing, third-party testing, and technical documentation in accordance with Baby Safety Alliance Verification Program requirements. The program will continue to evolve alongside regulatory updates in Canada. Participation in the CRS Verification Program requires companies to be members of both the Baby Safety Alliance (formerly JPMA) and the CPS-SIG.

As part of the program:

• Manufacturers submit an application with a full model list, including model numbers, ASINs, and UPCs

• Verified models and manufacturers are listed in a dedicated directory to support transparency

• Companies maintain compliance documentation and respond to inquiries within two business days

• Approved participants complete onboarding with the Baby Safety Alliance verification team

Manufacturers communicate compliance by applying the Baby Safety Alliance CRS Verification Seal on products, packaging, and marketing materials. The seal signals compliance to retailers, regulators, and consumers.

The expansion into Canada builds on the Baby Safety Alliance Verification Program’s broader mission to support safe products, informed purchasing decisions, and stronger alignment between manufacturers and retail partners.

Manufacturers interested in participating in the Canadian CRS Verification Program are encouraged to complete the Verification application form.

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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.

Media Contact:
Michelle Hayes

Baby Safety Alliance

mhayes@babysafetyalliance.org

(850) 865-7622