If you haven’t guessed it by now, there is an Amazon for everything: students, businesses, bookworms, movie buffs and everyone in between. So obviously, there is an Amazon product for parents: Amazon Mom. The service functions similar to Amazon student in that it includes an Amazon Prime subscription packaged with additional discounts on things of interest to parents, like diapers and baby wipes, and sends push notifications for deals on other things they might want, like audio books or yoga classes. This seems like a pretty standard product for Amazon to offer, so why was it at the center of a major controversy earlier this year?

Amazon Mom doesn’t seem that unusual until you find out that this is a service available in all the countries Amazon operates in; but the US is the only market where it’s called “Amazon Mom” and not “Amazon Family.” The service is very outwardly described as one that is for everyone who cares for young children, but still retains the “mom” moniker in the US. This is most likely due to “mom-centric” branding in the consumer package goods industry. Because 85% of household purchase decisions are made by women, there is an intense pressure to focus marketing of household goods at the female segment.

Although much of Amazon Mom’s success has been driven by its popularity with “Mommy Bloggers,” it is a actually the growing “Dad Blogger” community that has brought the service under criticism. Just as the price-savvy mommy-bloggers caught on to the Amazon Mom craze for its very clear value proposition: affordable, brand name products straight to your door at a reasonable price, the Dad bloggers came into the fold for the same reasons. The problem was that these and other individuals (such as grandparents, foster parents, temporary guardians and extended family members) are frequent users of this product, which consistently refers to them as “mom” and therefore sends incessant reminders that what they are doing is out of the ordinary according to dominant gender and familial norms. Likewise, it reinforces the stereotype that women should be responsible for childcare and household tasks by branding these items as “mom items.” The biggest driver of outrage around this however, is the fact that this exact same service is known as “Amazon Family” in other markets, exhibiting that Amazon is tailoring its brand for more progressive consumers abroad, but not in the US.

A change.org petition to have the name of Amazon Mom changed first sprouted up in 2012 when a prominent “Dad blogger” created it upon discovering that the service was called Amazon Family elsewhere. However, the petition failed to take off. The issue garnered attention again in 2013 when Oren Miller, another prominent Dad blogger and founder of the 1,000+ Facebook group “Dad Bloggers” called attention to it in a 2013 blog post and promoted the petition. Oren discussed his frustration with the fact that all of the notifications he received from the service addressed him as “Mom” and sent him deals for female-centric products. He also lamented about how he had contacted Amazon several times and received only canned responses not addressing the real issue at hand.

In March 2015, Oren Miller died of lung cancer, leaving behind a wife two children and legions of Dad bloggers who had been following him for years. To honor Oren, friends and supporters took to social media to urge Amazon to change “Amazon Mom” to Amazon Family” and tweeted with hashtags like #Dads4Oren and #AmazonFamilyUS. This reignited interest in the petition, which reached over 12,000 signatures after being picked up by the Washington Post, Buzzfeed and Huffington Post. Still, Amazon has yet to respond to the movement. With Jeff Bezos’ outward support of marriage equality and the innovative culture of Amazon, many expect the company to give into pressure from those demanding that the name be changed. However, only time will tell if Amazon will ultimately decide to stay the course with Amazon Mom.