In September 2013, Amazon founder Jeff Bezos presented live video support service 24 hours a day, 7 days a week, called Mayday. It was one of those innovations that at first glance seemed to be more useful than it turned out to be. Not only was Mayday available on certain fire tablets, but it was also offered on the Amazon Fire phone. A year after its introduction, 75% of Fire HDX tablet owners used Mayday to get answers to a wide range of questions. While users could see the Amazon representative in a small box on the screen, the representative could not see the owner of the device to preserve their privacy.
Mayday's video support was available on legacy devices that Amazon no longer sold, and which the company cites as reason to finish the feature. Those with a previous whiteboard that still admit it will be eliminated by an automatic update of the configuration of the device.