To help those who are unfamiliar with tablets, Amazon on Wednesday launched Mayday on new Kindle Fire HDX - a feature that 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 remotely.
The 7" and 8.9" Kindle Fire HDX versions also have sharper, more colourful displays, and have more pixels per inch than the latest iPad.
The Kindle HDX models come with Qualcomm's quad-core Snapdragon 800 processor, almost three times faster than the older line. For graphics functions, the HDX models are four times faster than before.
Amazon has also unveiled a leather 'Origami' case that helps the Kindle stand both vertically and horizontally.
The new Kindles take advantage of Amazon's massive cloud computing and customer service infrastructure, and its reputation for excellent customer service.
"You shouldn't have to be afraid of your device," said Jeff Bezos, CEO, Amazon.
In a demo, Bezos asked an on-screen customer service rep to recommend a hot app. The rep mentioned "Angry Birds: Star Wars II".
Bezos also received instructions on how to set time limits on various activities for children.