Online retail giant Amazon offers a savings program geared toward helping parents find and purchase the right products for their infants and young children. In the U.K., Canada, Germany, France, Austria, and Japan, this service is called “Amazon Family.”
In America, however, it’s called “Amazon Mom.”
This obvious branding difference has left non-mothers wondering why they don’t count (in the US at least). Isn’t the family dynamic as diverse here as it is in other countries? Don’t fathers (and aunts, uncles, grandparents, siblings, and other caretakers) buy diapers and baby food?
Seeking inclusion and equity, a popular dad blogger, the late Oren Miller, promoted a petition for Amazon to change the US program’s name to “Amazon Family.”
“Please sign that petition. Please,” Miller once wrote. “It’s not about a name and it’s not about me personally being offended and it’s not about stupid emails about yoga classes. It’s about a company that looks at the U.S., then looks at England, and then decides that over there, parent equals mom or dad, while here, well, we’re not ready for that yet.”
Miller passed away last weekend after a battle with cancer, but his message has continued to spread, and his push for the name change was adopted and promoted by others on Twitter. The hashtag #AmazonFamilyUS is now being used by countless parents, non-parents, bloggers, and media outlets.
And with compelling tweets like the one below being lobbed at the retailer from every direction, we don’t imagine it will be long before Amazon has to at least acknowledge the movement.
— (Dada) Mike Heenan (@AHDMatters) March 4, 2015
At the moment, neither Amazon nor “Amazon Mom” have responded to the campaign.