Three years into a campaign by fathers and other caregivers to get online retail giant Amazon to recognize their role in raising children by broadening the “Amazon Mom” branding for its U.S. child-care discount program, the Seattle-based company has quietly changed the name to “Amazon Family.”

More than 13,800 people backed the new name in a petition started in 2012 on Change.org. Most of those supporters joined the cause this year — flooding Amazon with thousands of tweets, emails and Facebook postings — when friends of a deceased dad blogger took up the cause to honor him.

Though the Amazon’s subscription-based service for deals on diapers, baby wipes and such products had long been “open to anyone, whether you’re a mom, dad, grandparent, or caretaker,” as used to be stated on its web site, the name irked many as old-fashioned stereotyping in today’s society. The name, opponents said, failed to recognize men — single, gay or stay-at-home — as capable of raising children as well as those other relatives or adults who take on a parenting roles.

Stay-at-home father Oren Miller of Owings Mills, Md., who died in February at age 42 after a public battle with lung cancer, first wrote about his issues with the Amazon name back in 2013 on his A Blogger and A Father site. One of his main problems: Amazon used the more encompassing “Family” name for the program in most other countries including Canada, the United Kingdom, Germany, Japan and France.

“It’s not about a name and it’s not about me personally being offended …,” Miller wrote. “It’s about a company that looks at the U.S., 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. …

“In a way, it’s meaningless. Who cares about the name Amazon uses for its parenting program. On the other hand, what does it say about us?”

Following Miller’s death, several of his friends and online dad blogging acquaintances took up the name change battle to honor his memory.

“I know some accused those of us involved in this campaign of being a bunch of whiny dads with nothing better to do. I beg to differ — visibility is important. As a parent and as a gay man, I know this firsthand on a couple of levels, ” blogger Brent Almond of Maryland, a close family friend of Miller’s, told City Dads Group in an online interview. “Sure, it’s nice to have one less thing labeled as exclusively for ‘moms,’ but more importantly it’s one more way our society can be inclusive of all kinds of families, regardless of how many parents a family has, what gender they are, and what roles the parents have.”

Beth Ilise Blauer, Miller’s widow, said she was “shocked” to learn about the change last night from a friend on Facebook. “It’s done. It’s incredible that no generation of people going forward are going to be subjected to the discrimination inherent in that name,” she said in a phone interview with City Dads Group.

Miller would be “elated” with the change — noting that he was more baffled by Amazon’s name choice than angry about it — and with the love shown to him by his friends in helping making it happen, Blauer said.

“I don’t think he ever expected that this would happen but I don’t think it would surprise him that the change came about as it did – quietly,” she said

Despite the online campaign and numerous reports by major media outlets such as CNN.com, Fox Business and Parenting.com throughout 2015, Amazon never publicly commented on the name – not even with a “no comment.” Blauer said shortly after her husband’s death she even made a personal plea to a friend who is an executive with Amazon. She has never talked or heard from the person since, she said.

This time has been no different. The Amazon.com press releases page doesn’t mention the name change and the program merely says “Amazon Mom is now Amazon Family.” As of publication, Amazon’s media relations department did not return either a phone message or e-mail seeking comment for this article.

While it is unclear how much of a role Miller and the campaign on his behalf ultimately had, it did have a real effect on someone close to him: his 7-year-old son, Liam.

When Blauer told the boy what had happened and how his father’s friends worked to try to make the name change on his behalf, she said he responded: “Aba (the Hebrew word for father) really was famous, wasn’t he?”

UPDATE: 3:01 P.M. Geekwire reports it asked an Amazon spokesperson if the dads’ campaign helped foster the change, the person only responded that “We are transitioning Amazon Mom to Amazon Family because the name better reflects the program.”

Online retailer Amazon will soon bow to the pressure of fathers without meaningful employment by introducing an “Amazon Family” discount program for gender-role confused caretakers of children in the United States, according to a source.

The program name that got the Mr. Moms’ panties in a twist is not going away, though.

The U.S. division of the Interest-based seller of banana slicers has been steadily harassed about its “Amazon Mom” program name on social media by sperm-donating babysitters using #AmazonFamilyUS.

The subscription-based “Mom” service offers a substantial deal on necessities for people who take care of children such as ear plugs and nipple-leak shields. Since the service is open to all people — regardless of whether they are female, male or refused service in the state of Indiana — the online protesters wanted the name changed to “Amazon Family.” For reasons that cannot be explained, that term is already used in countries where children are almost exclusively raised by mothers (Japan) or brolly-toting nannies who cavort with chimney sweeps (the United Kingdom).

Yet that’s just what those fathers with fallopian-tube envy wanted and will get, a source has confirmed.

A source revealed that Amazon USA will create multiple discount program segments based on specific caregiver relationships. These new lines will all be placed under the umbrella name “Amazon Family.” For example, a new “Amazon Dad” program with offer deals on lounger chairs and Super Beta prostate pills; “Amazon Grandma,” Hummel figurines and saggy nylon knee-highs; and, “Amazon Drunk Uncle,” blackouts and bitterness.

News of the change comes not from the retailer, but from a confidential draft of a news release smuggled out of the company’s Seattle headquarters. The draft was purloined by a U.S. Postal Service employee who said he was disgruntled about having to work Sundays to make deliveries to Amazon Prime customers and threats that he would soon lose this job to unmanned drones.

“We find segregating consumers based on their gender, genetics and those attributes they have been most easily associated with since the founding of this great country expedites the search and hastens the buying process,” Amazon Senior Executive Vice President for Simplified Labeling Ferguson Grobnik is quoted as saying in the draft announcement. “These new caregiver segments will be separate but equal programs for all you people.”

Amazon, as it has done during the entire online campaign to dump “Amazon Mom,” steadfastly ignored media requests for comment on its daddy issues.

However, others were more than happy to flap their gums.

In a show of support for his Seattle neighbors’ situation, Starbucks CEO Howard Schultz announced he would stir the gender role debate further by having baristas write the words “Parent Apart” on all cups at the coffee chain.

Schultz also said his spelling-challenged, minimum-wage work force would also be required to refer to all female customers as “breeders.”

Actor and dad diapering advocate Ashton Kutcher expressed disbelief that Amazon would make such a bold move before the rest of the world heeded his call for changing tables to be put in all men’s rooms.

“Dude, I got like 50 kazillion more signatures on MY Change.org petition in a week than those guys did in, like, three years or something,” said Mila Kunis’s impregnator. “I mean – jeez. C’mon. Do you believe this, Jackie?”

Facebook COO Sheryl Sandberg credited the name change to her latest activism campaign #SlouchDown, in which she encourages women to slump in their work chairs to symbolize them being less visible in the corporate boardroom.

When told the alleged program change at Amazon actually hampered the movement to empower women by relegating them only to homemaker roles, Sandberg said, “You need to watch this video of Beyoncé saying I’m right.”

Dads involved in the #AmazonFamilyUS campaign were too busy raising their children to be bothered commenting on this report.

For the past week, hundreds of members of the dad blogging community, their friends and their families have been using social media to petition online retailer Amazon to change the name of its “Amazon Mom” program in the United States to the more inclusive “Amazon Family.” The program, which offers discounts on child care products, already goes by this name in the United Kingdom, France, Japan and Germany among others. It is unclear why the program doesn’t use this name in the United States.

Despite the thousands of tweets, blog posts and Facebook posts and numerous reports by major media outlets, Amazon has yet to comment – not even with a “no comment.”

Here’s some of the coverage, which features several City Dads Group members

• CNN.com: Dad blogger’s death prompts renewed push to rename ‘Amazon Mom’
• Fox Business: Dads campaign to get ‘Amazon Mom’ name changed
• Parenting.com: Push to Change “Amazon Mom” to “Family” Renewed After Dad Blogger’s Death
• Huffington Post: Where Do Gay Dads Fit into ‘Amazon Mom’
• PIX-11 New York: Amazon Mom creates backlash from families that fall outside the norm
• Chicago Tribune: Dad bloggers push Amazon to rename Amazon Mom program

You can help the campaign to make “Amazon Family” a reality in these ways:

• Use social media with the hashtag #AmazonFamilyUS to let @Amazon know that it has work to do.
• Sign this petition at http://bit.ly/AmazonFamilyUS calling for the name change.
• Email Amazon CEO Jeff Bezos at jeff@amazon.com and let him know the time is now.