Parent's Twitter and Facebook feeds across the US have been lighting up with the following graphic this morning:
The movement has largely been inspired by the passing of Oren Miller, the father and blogger behind bloggerfather.com.
Miller wrote often about why he felt the exclusionary name was an issue, but never more succinctly than in his February 2013 post promoting another dad's petition to change the name to Amazon Family, as it was known in Canada, the UK and elsewhere.
"Please sign that petition. Please. 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. 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." - Oren Miller
After his death, the community Miller touched so deeply rallied, taking up the #AmazonFamilyUS torch as their own.
Doug French, founder of the Dad 2.0 Summit, an annual meeting of dads and marketers, spoke to BuzzFeed Life about the #AmazonFamilyUS movement:
"Amazon is a smart, powerful, and progressive company with as recognizable a global brand as there is. Bringing 'Amazon Family' in line with its branding all over the rest of the world would be a strong show of support for dads in the US."