https://www.bbc.com/news/technology-57680173

My daughter Alexa is nine now. The whole thing is a step beyond 'normal' teasing and bullying. It's identity erasure. The word Alexa has become synonymous with servant or slave. It gives people a licence to treat people with the name Alexa in a subservient manner."

Lauren added that for older children, a lot of the Alexa jokes can be sexual in nature.

The issue also affects adults. Alexa lives in Hamburg, Germany, and suffers jokes both in her private and professional lives.

"If I do a presentation at work, as soon as I say my name someone always makes a comment," she told the BBC.

"I think it's ethically unacceptable that a brand can hijack a human name and totally change its meaning. My name is my identity.

"I would encourage everyone who is called Alexa to fight for their name. It is Amazon who has to step back."

Since Amazon's Alexa devices were introduced in the UK in 2016, the popularity of the name has dramatically fallen. Then it was the 167th most popular baby name in England and Wales, but by 2019 it was 920th.