Because we all know that mom=caregiver

Amazon Mom is a free membership program aimed at helping parents and caregivers, from the prenatal days through the toddler years, use Amazon to find all the products their family needs. To join, simply sign into your Amazon account and tell us whether you are a Mom, Dad, or other caregiver of a child. By providing some optional information about your family, you can help us personalize offers, e-mails, and product recommendations to help you find exactly what you need at just the right time.”

In case you were wondering, dads (grandparents, aunts, uncles, are eligible)!

“Despite the name, Amazon Mom is open to anyone who is responsible for caring for a baby or young child–“Amazon Primary Caregiver” just didn’t have the same ring to it. Kidding aside, we chose this name because we noticed moms in social communities (like our Amazon discussion boards) looking to connect and share information about products and problems with other moms. We wanted a name that would let these groups know that this program was created with their unique needs in mind.”

7 thoughts on “Because we all know that mom=caregiver

  1. Please write to Amazon and say you’d love to join but the name put you off! Be great to have dads writing saying they felt excluded.

  2. They don’t seem to know how to think about parents. On the one hand, the programs is for parents, grans, etc. On the other hand, it’s created with the “unique needs” of mothers in mind.

    But maybe they have specially discounted nursing bras??

  3. This sort of thing really pees me off! I’m a new dad (well, 10 months in now) and have been a 50% parent with my wife since the birth. But it’s amazing how often I get treated like I have no idea what I’m doing. Just the other day we went to a restaurant and our daughter was in a high-chair next to me, feeding, when the waitress literally picked the high-chair without asking us and put it by my wife! “Ahh, now she can be by mommy!” is what she said. Seriously. Kind of insulting after all the hours I’ve spent being a dad.

    I know it’s just a word, it shouldn’t really matter, but what would be wrong with “Amazon Parent”?

  4. What I find even worse than the name is the very last sentence: “We wanted a name that would let these groups know that this program was created with their unique needs in mind.” The tone of faux inclusiveness — as if this was an altruistic act aimed at empowering oppressed groups, rather than the calculated result of profiling customer behaviour — is itself an act of disrespect towards the members of the targeted group(s).

  5. They could have used “Amazon Parent”, but it probably focus-grouped only slightly better than “Amazon Primary Caregiver”. “Amazon Moms & Dads” doesn’t seem too cumbersome though; wonder if they considered that one. Is there a gender-neutral word that is to “parent” what “mom” is to mother, or “dad” is to father? Can’t think of one. Interesting.

  6. I don’t have an answer to this; I have a question. Why does the name revolve around the person who’s taking care of a child? Why can’t it be about the child, not the adult? Something like ‘Amazon Baby’?

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