Amazon’s Kindle HDX TV spots put focus on personalized Mayday tech support

Alongside the announcement of the new Kindle Fire HDX tablets, Amazon has created three TV spots. Each of the spots focus on Mayday, the innovative tech support feature that allows users to quickly get an Amazon support representative to log into their tablet and fix things. You might think of the feature as a virtual “Genius Bar” for the Kindle Fire series, though of course Amazon doesn’t quite position it in those terms. In an interview with The Verge, CEO Jeff Bezos pointed out that those creeped out by a representative could turn it off, but “you’d be disabling the greatest feature we’ve ever made!”

Indeed, Amazon seems to be aware that it needs to walk a careful line in promoting Mayday. The three commercials spend a lot of…

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