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Amazon's Mayday Button Response Averages 9 Seconds

While many Americans were gathered around a tree ripping colored paper off gifted fruit cakes and socks, some Amazon employees were hard at work answering the Mayday-branded calls of distress by new Kindle Fire HDX customers.

According to Amazon, the company was shooting to reach 15 seconds after a Mayday button was hit, but Amazon employees managed a 9-second average instead.

Mayday, for the uninitiated, is a specific software-based button on Amazon's new tablets that contacts the support center. Once pressed, an Amazon technician will appear on the screen and co-pilot the user through any feature by drawing on the screen. Tech support can walk users through the steps to do something specific, or customers can sit back and let the tech do the steps solo.

Mayday is available 24 hours a day, 7 days a week, 365 days a year, and it's free.

"We set a goal for ourselves to have a response time of 15 seconds or less when a customer tapped the Mayday button--we're proud to say that on Christmas Day we met this goal, with an average response time of just 9 seconds," said Dave Limp, Vice President, Amazon Kindle. "We're excited that millions of customers opened a Kindle Fire tablet this holiday season, and we're glad so many customers tried out the Mayday button."

Amazon on Thursday listed a number of customer reactions on Christmas day, including one girl who received a Kindle Fire HDX for Christmas. She was reportedly playing around with the tablet until she accidentally hit the Mayday button. An Amazon tech popped up on the screen, making the girl scream. Her parents were reportedly heard laughing in the background.

Other notable Mayday experiences include a group of carolers calling in to wish tech support a Merry Christmas.