The feature that has Bezos most excited, though, is the Mayday button, a new tech support service that lets flummoxed Fire HDX users contact an Amazon representative from the device to get help.

Amazon is one of the world's largest retailers. Although most orders go off without a hitch, if a problem arises with your Amazon order, contacting customer service is the best way to fix it.

A malicious ad campaign is underway in Google Search results that lead users to fake Amazon support sites and tech support scams ... Amazon and includes a phone number to call to receive help.