As Kindle Fire Faces Critics, Remedies Are Promised

The Kindle Fire, Amazon’s heavily promoted tablet, is less than a blazing success with many of its early users. The most disgruntled are packing the device up and firing it back to the retailer.

A few of their many complaints: there is no external volume control. The off switch is easy to hit by accident. Web pages take a long time to load. There is no privacy on the device; a spouse or child who picks it up will instantly know everything you have been doing. The touch screen is frequently hesitant and sometimes downright balky. All the individual grievances — recorded on Amazon’s own Web site — received a measure of confirmation last week when Jakob Nielsen, a usability expert, denounced the Fire, saying it offered “a disappointingly poor” experience. For users whose fingers are not as slender as toothpicks, he warned, the screen could be particularly frustrating to manipulate. All this would be enough to send some products directly to the graveyard where the Apple Newton, the Edsel, New Coke and McDonald’s Arch Deluxe languish. But as a range of retailers and tech firms could tell you, it would be foolish to underestimate Amazon. “In less than two weeks, we’re rolling out an over-the-air update to Kindle Fire,” said Drew Herdener, a company spokesman. There will be improvements in performance and multitouch navigation, and customers will have the option of editing the list of items that show what they have recently been doing. No more will wives wonder why their husbands were looking at a dating site when they said they were playing Angry Birds. Amazon declines to say, but soon — probably in the spring — there will be an improved version of the device itself. One more shot is all the retailer will get, Mr. Nielsen said. “If that’s a failure, then the Fire is doomed to the dust pile of history.”