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<div class="KonaFilter image-container float_right click-to-enlarge"><div class="image"><a title_source="AmyPaffrath.com" title_caption="Amy Paffrath is Amazon's Mayday Amy." class="zoomin" href="http://static5.businessinsider.com/image/526e9de26bb3f77422e65a06-960/amy%203b.jpg"></a>AmyPaffrath.com<keyword id="1919197" type="UNKNOWN" weightage="60" keywordseo="Amy-Paffrath">Amy Paffrath</keyword> is <keyword id="18635" type="CITY" weightage="60" keywordseo="Amazon">Amazon</keyword>'s Mayday Amy.</div></div>Amazon has been promoting its new <a href="http://www.businessinsider.com/kindle-fire-hdx-review-2013-10" title="kindle">Kindle Fire HDX</a> and its unique "Mayday" feature.
Mayday is a <a href="http://www.businessinsider.com/amazon-adds-live-video-support-to-the-kindle-2013-9" title="mayday">built-in customer service feature</a> that allows the user to see the representative they are speaking with in a box that helps them troubleshoot.
The face of Mayday is "Amy," with her purple-streaked red hair.
It turns out that Amy's real name is actually Amy - <a href="http://www.imdb.com/name/nm2625932/" title="imdb">Amy Paffrath</a>. 
She's an actress who has been <a href="http://www.mtv.com/videos/jersey-shore-after-hours-ep-605/1695818/playlist.jhtml" title="mtv">a host for MTV</a> and E!, starred in <a href="http://www.youtube.com/watch?v=aCyGvGEtOwc" title="paramore">an insanely popular pop punk music video</a> for the band Paramore, did some <a href="http://www.youtube.com/watch?v=ZmghgEiEo7E" title="stand up">stand-up</a>, appeared on some sitcoms and TV movies, and also wrote and directed the not-so-subtly titled <a href="http://www.youtube.com/watch?v=P_JBAHcwF0g" title="bk">"Boner Killers"</a> sketch comedy YouTube series. 
When she's not the face of Amazon, Amy looks like this:
<div class="KonaFilter image-container click-to-enlarge"><div class="image"><a title_source="AmyPaffrath.com" title_caption="" class="zoomin" href="http://static3.businessinsider.com/image/526e9d0c6bb3f7ee1de65a0e-960/amy%202d.jpg"></a>AmyPaffrath.com</div></div>
Here's the commercial: 
Photos reprinted with permission of Amy Paffrath.Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.

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Here's What Amazon's 'Mayday' Amy Looks Like When She's Not On A Tablet Screen

Richard Feloni

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