Amazon unveils Kindle Fire HDX with 24/7 live help

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The new "Mayday" button is shown with an icon that features a question mark and the word "Help," on the screen of a new Amazon Kindle HDX tablet computer, Tuesday, Sept. 24, 2013, in Seattle. Amazon's new tablets feature the button, which lets a user summon live free technical support right on their device to help with operational questions or access to books, movies, songs or other media. (AP Photo/Ted S. Warren)