Amazon's success is often portrayed as the result of its aggressive business tactics. But the firm's excellent customer service plays as big a role in that success, I think. And this is a wonderful example.
As you may know, Amazon has long offered its Kindle e-book readers and Fire tablets in two versions: You can save $15 to $20, depending on the product, by selecting a version "with special offers". Doing so means that you will see advertisements on the device's lock screen/screensaver (again, depending on the product) as a way to subsidize the price. If you don't want to see these offers, you can pay more at purchase time or later pay to "unsubscribe."