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I don't believe there is any scheme for returning a damaged from abuse device and getting a discount on a new device. You can ask Kindle CS I guess and see what they say. Worst that happens is that they'll say no.
Arguing that the packaging was insufficient is going to be difficult considering how many Kindles that Amazon have shipped successfully.
Do what captkjaneway said and claim off the postal service you used to send the Kindle. The usual reasons for packages getting squashed is that its at the bottom of some container or truck when they literally dropped a load of other packages on top. If you're unlucky then your package is crushed under many other heavy packages.
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