Mayday, Mayday: Amazon’s killer new tablet feature

by Doug Drinkwater

September 25 2013

Amazon's Mayday feature is free for all users 365 days a year
Amazon's Mayday feature is free for all users 365 days a year

Amazon quietly slipped out news of its latest Kindle Fire HDX tablets today, but one feature in particular looks capable of wooing first-time buyers alone.

Amazon detailed the new products in a press release on Wednesday morning and spelled out how the 7-inch and 8.9-inch Kindle Fire HDX tablets come with Mayday, a troubleshooting button which is available via the tablet's Quick Settings menu.

Users can tap the button and get assistance from a live human technician in just 15 seconds. They’ll be able to see the technician, ask them how to work the machine and even ask them to take over the device if necessary. As an added advantage, Amazon says that the service is free and available 24 hours a day, seven days a week and 365 days a year.

One analyst told the BBC that the addition of Mayday could see new tablet buyers opt for Amazon over other rivals.

"The new Mayday feature is a clever way to reach out to new tablet users," said Thomas Husson, principal analyst at Forrester.

"Coupled with an affordable price for the lower-end Kindle Fire HD and new entertainment content and features, Amazon is clearly willing to appeal to the masses."

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