Warm and fuzzy service has rarely gone hand in hand with tech support. Amazon may change that with its latest customer help line, Mayday, included with the Kindle Fire HDX ($229 for the seven-inch). At the touch of the app a distress signal connects you with your very own live service rep.
How they help. Reps pop up onscreen to answer questions on setup, where tools are located, or how to download music. They can't help you pick a good movie.
You see them... but don't worry, they can't see you. The techies can, though, get a live look at what's on your screen.
Fast answers? In MONEY's test, wait times typically reached 15 to 20 seconds, and the longest went over a minute.