Mayday Mayday Mayday This is Kindle Kindle Kindle

amazon yesterday announced their new season Kindle Fires the 7 and 8.9″ HDX’s. They are said to be lighter, faster, brighter and cheaper but most importantly of all they have the increasingly comment worthy “Mayday” button.

“Revolutionary On-Device Tech Support from Amazon’s Tech Advisors

Having trouble or want to learn how to use a new feature? Simply tap the Mayday button in Quick Settings, and an Amazon expert will appear on your Fire HDX and can co-pilot you through any feature by drawing on your screen, walking you through how to do something yourself, or doing it for you—whatever works best. 15 seconds or less is the Mayday response time goal. Mayday is available 24×7, 365 days a year, and it’s free.”

amazon are so impressed they even gave it its very own press release!

Buttons are obviously this seasons must have accessory – first there was Apple‘s iPhone 5S’s fingerprint sensing home one and now amazon’s Mayday competitor. Some might say that they reflect graphically the two companies differing cultures.

We really, really really think the Mayday button is potentially a brilliant concept and could lead to not only an even more excellent level of customer service, but also to increased content revenues per Kindle Fire!

Now the rather disappointing news which is that there aren’t any UK availability dates for the HDX’s yet – we’re sure they will aim to have at least some of the versions likely the 7″ one at the latest by November to be able to benefit from the spendfest season. The US shipping dates for the 7″ and 8.9″ non 4G versions are 18 October & November 7. The 4G versions start just over 4 weeks after these dates.

We will keep you updated. Pricewise going on some amazon history on £ to $ exchange rates we might expect a starter price of either £179 or £189 as the entry point on the 7″ HDX compared with its US $229 price.

Here’s our screen shot of the specs

Click to enlarge

We’ll leave you with the Mayday TV ads.

Incidentally we were interested to discover that:

Making a false distress call in the United States is a federal crime carrying sanctions of up to six years imprisonment and/or a fine of up to $250,000, and restitution to amazon (we added that last bit it’s really the United States Coast Guard!)

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Disclosure: We have marketing affiliate arrangements with amazon

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