Jeff Bezos is not one who likes to be outdone. It’s for this reason that the announcement of Mayday, Amazon’s new free video tech support system, took so much time to get here.

Amazon uses its Kindle Fire tablets to deliver a wide range of services — from e-books to movies to videogames to music. The newest versions of the tablets, which the company showed for the first time today, add a new offering: live customer support over video chat.

The redesigned Kindle Fire HDX — the new name hints at the updated displays — comes in the same 7-inch and 8.9-inch configurations as the previous Kindle Fire tablets. The new Kindle tablets also include the expected processor and RAM bump. Both models are available for pre-order now, with the 7-inch starting at $230 and shipping November 14, and the 8.9-inch starting at $380 and shipping December 10.