One of the smartest retailers in the world, Amazon.com doesn’t miss a trick. Whether it’s recommendation engines, group selling, auctions, or sending you notifications of new works by artists and authors you like, there’s not much that the Seattle-based powerhouse doesn’t get right.
Except for one thing.
For reasons that escape me, the corporate team at Amazon seems to be unable to grasp that Dads are parents too. Their membership club for parents in the USA is called Amazon Moms. Why just Moms? Well, obviously there’s some element of angst about that decision, as demonstrated in this advertisement the company’s running on Facebook:
I’m glad that Dads like Amazon Mom, and I appreciate that Amazon even carefully words the membership criteria to include us guys too:
So they’ve got that covered. Mom, dad, grandparent, caretaker, it’s all good.
I could probably let that slide as just some daft and myopic branding on their part, but here’s the rub: Check out Amazon.co.uk, the United Kingdom version of Amazon, and they don’t offer Amazon Mom. They offer this:
So here’s the obvious question that I — and a lot of other Dads — want to know: If they can call the program “Amazon Family” in the UK, why can’t they rebrand their US-based program to also be called Amazon Family instead of Amazon Moms?
Crisis? Time to have a boycott? Of course not. It’s not a huge issue, but if we’re going to tilt at the windmills of discrimination, racism and continue to muddle away in the humorless gender wars, why not ask Amazon to rebrand it so that us Dads don’t have to be an afterthought in a lazy Facebook ad campaign, but are intrinsically part of the parenting family by calling the US program Amazon Family too?