There are a lot of new features in Amazon's Kindle Fire and Kindle Fire HDX, but the one that really sets it apart is the focus on helping you actually use those new features.
Included on the new HDX tablets is a free feature called Mayday. When Amazon CEO Jeff Bezos first told ABC News about the feature we thought it might turn the tablet into a bunker. It doesn't quite do that, but it does help protect or save you.
When you tap the button in the settings menu it connects you with a customer service representative to help you with whatever problem you might have. In a small box the video representative appears. The person can't see you, but you can see them and they can draw on your screen to point you in the right direction.
The idea, Bezos told ABC News, is all about making these devices less overwhelming.
"Sometimes we get in these situations where we don't want to tinker because something bad might happen," he said. "It brings up the question: who controls who? Are we in control of the devices or do the devices control us? The Mayday button is about giving expert advice."