A US campaign calling on Amazon to change the name of its ‘Amazon Mom’ programme to ‘Amazon Family’ has been renewed following the death of one of its most prominent advocates.
Blogger Oren Miller died of cancer over the weekend, aged 42. The a stay-at-home dad ran a popular website focusing on issues faced by fathers, on which he highlighted the campaign for Amazon to change the name of its discount program just over two years ago.
While the Amazon Mom initiative is open to dads, Miller requested Amazon to call it Amazon Family, as its known as in the UK.
“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," Miller wrote via his blog, as pointed out by Geekwire. "It’s about a company that looks at the US, 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."
A Change.org petition for the campaign has thus far gained over 4,000 signatures."While I appreciate being able to save money through the Amazon Moms discount program, I don't like the message Amazon is sending by reinforcing a stereotype that doesn't apply to my family, or plenty of others", wrote Jeffrey Harrington, who set up the page.
The campaign has now been renewed via Twitter where users have been using the hashtags #AmazonFamilyUS and #Dads4Oren to gain traction.
— Jeffrey P Harrington (@jphks) March 4, 2015
— Chris Bernholdt (@DadNCharge) March 3, 2015
— Chris Routly (@ChrisRoutly) March 3, 2015
Amazon Mom is a membership program that offers free two-day shipping and 20pc off nappies and wipes, among other deals.
Dad image via Shutterstock