Launched in September 2013, the Mayday button brings your own personal tech advisor directly to your sofa or desk. The Mayday Button on Fire HDX tablets and Fire phone provides live, on-device tech support—24x7, 365 days a year, and it's free. Just tap the "Mayday" button and you'll be connected for free to an Amazon expert who can co-pilot you through any feature by drawing on the screen, walking you through how to do something yourself, or doing it for you—whatever works best. 15 seconds or less is the response time goal.

Here's what our customers think:

"The Mayday feature of my new kindle [Fire HDX tablet] is fantastic. To have a person who can hear your voice answer your questions immediately, and solve your issue within seconds is just invaluable."

Business Insider wrote of it:

"It's pretty cool that Amazon has invested so heavily in customer service that it has real humans waiting to help you out 24/7 at the push of a button."

Check out some of the fun things our customers have done with the Mayday button.