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AmazonAmazon has quietly changed the name of its “Amazon Mom” program to “Amazon Family” in the U.S., following a longstanding campaign by dad bloggers to get rid of a name that was increasingly out of touch with parental roles in the 21st Century.

The company is now redirecting to, and the name of the portal has been changed. Responding to an inquiry from GeekWire, an Amazon spokesperson says in an email that the new name “better reflects the program’s focus on parents and caretakers who are Prime members.”

The new name matches the company’s practice in other countries. Asked if the campaign played a role in the decision to make the change in the U.S., the Amazon spokesperson reiterated, “We are transitioning Amazon Mom to Amazon Family because the name better reflects the program.”

Regardless of the cause, the new name is being celebrated as a victory by many of the dad bloggers who campaigned for the change on Twitter and through a petition.

The campaign for the name change goes back more than two years, but it was reignited earlier this year after the death of Oren Miller, a dad blogger who passed away in March. Miller had originally helped to popularize the name change campaign.

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