Forget spending hours on the phone with tech support.
On Christmas Day, Amazon proved that its new “Mayday” feature, which instantly connects Kindle Fire HDX owners with an Amazon customer service representatives via video chat, more than lives up to its promises. Amazon said that Mayday help requests were answered by reps in just 9 seconds on average, much faster than the 15 second response time they typically aim for.
The Mayday feature, which is free and available 24 hours a day for every day of the year, is Amazon’s attempt at squashing frustration with its products instantly. Amazon’s reps can’t see you when you request Mayday help, but they can see what’s on your Kindle Display, highlight portions of the screen, and communicate with you via voice chat.
While Apple revolutionized consumer tech support with its expert service reps at retail stores, Amazon is going another step further by connecting customers with help without even leaving their couch. With its 9-second average response time on Christmas, Amazon proved that it can effectively scale the feature to handle an onslaught of new customers (one of the more common early criticisms of the feature).