Amazon Mom changes name to Amazon Family

AmazonToUseNine months after a group of dads renewed its efforts to drag Amazon into the 21st century of parenting roles, the company has quietly renamed its Amazon Mom program with a more inclusive moniker: Amazon Family.

“Thank you to everyone who supported the #AmazonFamilyUS movement and petition,” Oregon-based blogger Chris Routly posted on his Facebook page.

“Keeping the name ‘mom’ was sending out a pretty loud message what Amazon thought about family and gender roles,” Routly said. “We saw it as an opportunity for them to send a strong message about what modern families look like. That’s why it was important.”

Amazon released a statement, which read in part: “Amazon Family better reflects the program’s focus on parents and caretakers…”

via Chicago Tribune