Expanding Amazon's Mayday button: Five new uses to ponder

Expanding Amazon's Mayday button: Five new uses to ponder

Summary: Mayday could be used for a bevy of other applications if Amazon mimicked its approach third-party sellers and its Fulfillment by Amazon program.

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TOPICS: E-Commerce, Amazon, CXO
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amazon mayday button

Amazon's Mayday button---a tech support feature embedded on the latest Fire HDX tablets---put customers in touch with the e-commerce giant in about 9 seconds and may have opened the door for more applications.

The company's Mayday support teams reside in its usual call centers. Amazon has said that it had thousands of Mayday support help on Christmas taking customer calls.

In the end, Amazon's Mayday approach---akin to a virtual Apple store Genius Bar---worked out well as a proof of concept that can engender loyalty among customers. In fact, Mayday could be used for a bevy of other applications if Amazon mimicked its approach third-party sellers and its Fulfillment by Amazon program.

Here are some other uses for Amazon's Mayday button that could yield returns for Amazon:

  • Personalized buying recommendations. Amazon already recommends books, music and purchases for customers. The Mayday support team could add buying coaches that could serve as shopping concierges that help someone find a gift. Perhaps Amazon starts with a general shopping coach and then works toward a more specialized approach.
  • Specialists by category. Amazon could add electronics experts, film buffs, music insiders and foodies to offer real-time counsel on products, shopping and tips. It's unclear what the volume on these specialist Mayday calls would be, but Amazon could play it up with celebrities such as Emeril in the cooking category.
  • Third party support. Let's put aside the liability concerns for a second and ponder a day where third parties could use the Mayday platform and Amazon's platform for their own businesses. Psychoanalysis may be a bit of a stretch for the Mayday button, but life coaching may fit. Personal trainers could use Amazon as a channel. The virtuous cycle for Amazon would look like this: Personal trainer uses Mayday platform, the company collects a fee and then sells self-help, exercise and dieting books.
  • App integration. You want developers loyal to Amazon's flavor of Android? Integrate the Mayday button. In this context the Mayday button is a vehicle to get Amazon customers directly to the company behind the app. Mayday for a video game developer could be handy for tech support. Mayday for an app like MyFitnessPal could open a new revenue stream for the developer. In either case, Amazon's ecosystem benefits.
  • AWS integration. The Mayday button could also have enterprise applications. What if AWS launched a Mayday service that doubled as a white label version so companies could offer faster support?

Topics: E-Commerce, Amazon, CXO

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7 comments
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  • Why don't...

    Why don't any of them look or sound like "Amy" in the ads?
    NoAxToGrind
    • They will...

      Just waiting for the first big porn hack on that button. You can bet somebody has been working on how to spoof that thing from the moment it was introduced.
      john-whorfin
  • Expanding Amazon's Mayday button: Five new uses to ponder

    "Amazon has said that it had thousands of Mayday support help on Christmas taking customer calls."

    That might be a sign that they have to improve their tablet to cut down on the number of calls. I see this mayday thing as becoming an issue. Someone is going to get lonely and just want to talk and they are going to get some girl on there and take up her time. The other fear should be that it doesn't turn into that chat roulette program. There is no telling what you will see from the customer.
    Loverock.Davidson
    • "Chat roulette" currently a non-issue...

      ...as the MayDay functionality is only one-way "camera" function. The user can see the agent, but the agent does not see the user. That could change, but likely would not simply for the reason you indicated. I suspect most users would *not* want two-way camera for this type of interaction.
      Nierteroth9
  • Larry needs English lessons!

    For God's sake man! Proof read your damn articles! They're gibberish!
    allis0
  • Mayday for mobile apps

    My company, ShowKit, is "Amazon's Mayday for mobile apps"--any developer can use ShowKit to add video chat, screen sharing and shared touches to their mobile app.

    This technology has broader implications than just for Amazon customer support.
    EmilySi
  • Mayday for every other website

    The internet has created tremendous amount of efficiencies often resulting in minimizing the need for human interaction. While in many cases we dont need the help of a service person to get certain things done, as more activities are shifting to the web, the need for human help does increase. Amazon introduction of the Mayday service has been the first step in that direction and causes several companies to reevaluate the way they service their customers and see if by providing personal interactive service by a live representative they could help themselves grow in years to come.

    I am the CEO of Verishow.com where we do provide such human engagement solution for any other web site. We provide the tools for representatives to communicate via live chat, cobrowsing and content share by a single click on a call button.

    Thanks, Yuval Moed
    yuvalmoed