Amazon has a program for new families where it curates all the sorts of things you’d need for a new baby and puts them in one place and offers some discounts on some of the products. It’s a great idea.
In every country in the world where it operates, it is called Amazon Family; except one. It is called Amazon Mom in America.
It’s not like Amazon isn’t aware of the branding issue. In addition to Amazon Family name rolled out in the rest of the world, the language on the Amazon Mom in America is very inclusive to all types of families.
What Is Amazon Mom?
Amazon Mom is a membership program aimed at helping parents and caregivers in the prenatal through toddler years use Amazon to find and save on products their families need. Amazon Mom is open to anyone, whether you’re a mom, dad, grandparent, or caretaker. New members are eligible for a 30-day free trial.
So what’s the big deal?
This is similar to the Similac issue earlier this year where the formula giant invited dads to join the sisterhood of the motherhood. Their very clever viral ad insisted on using Mom as the generic placeholder for family. It doesn’t work that way anymore.
Families, are families. They are Moms and Dads. They are Dads and Dads. They are Grandparents. They are Moms and Dads. They are just Moms. They are just Dad. Sometimes they are just siblings, with no older relatives looking after them. A family is a family.
Amazon knows this. In Germany, Japan, Austria, France, Canada, UK, etc, their program is called Amazon Family. So why is called Amazon Mom in America?
You will see many dads online today raising this issue. We are using the hashtag #AmazonFamilyUS to get the topic trending. We are continuing a cause that was once championed by the creator of the Dad Bloggers Facebook Group, Oren Miller. In his name, we want to finish the job.
Please share this post. Share the images. Use the hashtag. Sign the petition. Make a difference. We’re not mad at Amazon. They have a great program that is important to families, they recognize families are important in the language they use to describe the program, now it’s time to fully commit with a branding switch.