Mayday calls for Christmas

How much help do you need with a Fire HDX?
How much help do you need with a Fire HDX?

I’m not sure Amazon should be drawing too much attention to the so-called success of the Mayday button on its new Kindle Fire HDX tablets as it seems to imply to me that the devices are too complex to be operated easily. Surely the whole idea of a tablet is that it should be intuitive.

Amazon has proudly revealed that on Christmas Day, the average response time when a customer tapped the Mayday button on an HDX was just 9 seconds, faster than the response time goal of 15 seconds. It says thousands of Mayday Tech Advisors across the US were available on Christmas Day to take calls from customers.

Surpirsingly, Amazon are pleased that so many people had to use the Mayday button. Dave Limp, Vice President, Amazon Kindle says: “We’re excited that millions of customers opened a Kindle Fire tablet this holiday season, and we’re glad so many customers tried out the Mayday button.”

If you tap the Mayday button in Quick Settings, an Amazon expert will appear on your Fire HDX to help you through any feature by drawing on your screen, walking you through how to do something yourself, or doing it for you.