Victory for Dads as Amazon Mom Becomes Amazon Family

Online retailer Amazon has changed the name of its family discount programme in the US from Amazon Mom to Amazon Family. The move follows pressure from a petition of more than 13,000 signatures, which urged Amazon CEO Jeff Bezos to reconsider the original name, claiming it reinforced gender stereotypes.

Stay-at-home-dad Jeffrey Harrington from Kansas launched the protest three years ago, but it received a major boost in March when a group of fathers latched onto the cause in memory of Oren Miller, founder of the Dad Bloggers network. Miller passed away in February and was a passionate supporter of Harrington’s petition.

amazon mom
Image by Chris Routly

Harrington pointed out that the equivalent scheme in countries like the UK, Japan, Canada, Germany and France had all been branded with the gender-neutral Amazon Family moniker, urging Bezos to allow the US to follow suit. He added “there are plenty of other dads like me: according to the 2010 U.S. Census, almost a third of fathers with a spouse in the workforce take care of their kids at least one day a week. And of those with kids under the age of 5, 20% of dads are the primary caretaker.”

There has been no official word from Amazon on the change, other than a note on the Help page of the website explaining that Amazon Mom would now be known under its new branding.

For more anti-dad attitudes at major corporations, read the Heinz letter.

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