Amazon unveils Kindle Fire HDX with 24/7 live help

CREATED Sep. 25, 2013

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SEATTLE (AP) -- Amazon is refreshing its line-up of tablet computers with new devices called Kindle Fire HDX, which are significantly faster and lighter than the previous generation.

The 7-inch and 8.9-inch versions also have sharper, more colorful displays than older models, and both have more pixels per inch than the latest iPad.

To help those who are unfamiliar with tablets, the new Kindles come with a feature called "Mayday," which allows users to summon a live customer service representative in a tiny video window. The helpers can explain new features or troubleshoot problems while guiding users with on-screen hand scribbles. They can even take control of the device from afar.

CEO Jeff Bezos introduced the feature to reporters Tuesday, saying it is "completely unique" and takes advantage of Amazon's massive cloud computing and customer service infrastructure. It also builds on Amazon.com Inc.'s reputation for excellent customer service.