The baby/toddler industry has the highest safety requirements of any e-commerce sector. AI agents seek to verify safety certifications (EN 71, CE, ASTM) before recommending a child product. It's a critical urgency: without certification visible in schema.org, your product is excluded from recommendations. Recommended age range and material composition (BPA-free, phthalate-free) are also mandatory data.
01 · The checklist
The data engines look for on a baby product page
Excerpts from the sector checklist, ranked by weight: what blocks a recommendation when missing, then what reinforces trust. The full audit covers 149 checks.
Required content
Industry-specific audit zones
CE, EN 71, NF Puériculture visible comme HTML sur PDP
Tranche d'âge recommandée visible above fold sur PDP
Composition matériaux (sans BPA, sans phtalates, sans PVC) visible sur PDP
Guide de montage/utilisation ou vidéo accessible depuis PDP
Trust signals
Expected UX patterns
Age range filter to browse the catalog by development stage
02 · Industry benchmarks
Reference values for a baby page
Internal reference valuesPer-sector reference targets defined by Verity Score, not measured on a sample of stores.
03 · Required schema.org
The markup engines can read
Copy the structure and adapt the values to your pages.
"audience": {"@type": "PeopleAudience", "suggestedAge": "0-36 months"}"additionalProperty": [{"@type": "PropertyValue", "name": "Safety Certification", "value": "EN 71"}]05 · Frequent questions
Your questions about AI engines
Why are safety certifications a critical urgency?
AI agents never recommend a baby product without verifiable safety certification. EN 71, CE, ASTM - it's both an EU legal obligation AND an AI filter. An absolute priority of the audit.
How do I structure age range?
Use audience with PeopleAudience and suggestedAge in schema.org Product. Example: suggestedAge='0-36 months'. AI agents filter by age for queries like 'stroller 0-6 months'.
Are BPA-free materials verified?
Yes. The audit evaluates material composition (BPA-free, phthalate-free, PVC-free). AI agents detect these claims and use them as trust signals for parents.
Is the assembly guide important?
Yes. The audit checks assembly/usage guide or video accessibility. AI agents extract them to answer practical parent questions.
Is the baby industry competitive in AI?
Yes. Leaders perfectly structure safety data. Benchmarks: 9 structured fields, 11 claims, 3 trust signals. Your audit compares your store to these standards.
Does the new EU Digital Product Passport (DPP) impact my structured data?
Yes, but on a phased timeline. The new EU Toy Safety Regulation (EU) 2025/2509 entered into force on January 1, 2026, but its rules only apply from August 1, 2030 (4.5-year transition, with Directive 2009/48/EC remaining applicable until then). The Digital Product Passport (certifications, composition, safety instructions, accessible via QR code) becomes mandatory on August 1, 2030. Many childcare products are covered as toys. Start centralizing this data in schema.org now : it's exactly what AI agents already extract to recommend safely.
Get your Baby & Toddler store audited
The Shopify app is in private beta. It analyzes your Baby & Toddler store across 149 checks in 39+ zones, in 60 seconds, and gives you the fixes to make.
Request beta access