Amazon has achieved a feat that will be tough for other enterprise firms to topple: Hitting the Mayday button on the Fire HDX tablet, customers can expect a response in an average time of 9.75 seconds.

Not surprisingly, more than 75 percent of customer questions are now fielded through the Mayday button, which was introduced eight months ago and provides “live, on-device tech support 24×7, 365 days a year,” according to an Amazon statement.

Scott Brown, Director, Amazon Customer Service, added: “When we set out to invent the Mayday button, we wanted to revolutionize tech support – and we’re happy to report it’s working!”

Other firms have taken notice and are working to incorporate similar features. According to ZDNet, Salesforce will launch a limited beta of a SOS button this month.

ZDNet suggests that Amazon – which hoped to achieve a response time under 15 seconds and beat its own expectations – has all but started a customer service response time war.

“Enterprises will have to match Amazon’s benchmarks to play ball, new agents will be required and then mine the customer base so only the best customers get the Mayday button treatment,” ZD Net says.

In addition to fast response, the intangibles that Amazon agents bring to the table are what will likely set Mayday apart. Amazon shared anecdotes that one tech advisor helped a customer stuck on a certain Angry Birds level to beat it, while a group of friends turned to another advisor to be the impartial judge about the best way to make a peanut butter and jelly sandwich.

And this one takes the cake (pun intended): a tech advisor sang happy birthday to someone as they were gifted a Fire HDX from their boyfriend.