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First of all, if an electronic device is purchased and is defective, the best solution is to contact the manufacturer, NOT Amazon. They will then replace or repair the product. The only exception would be the Kindle, itself, since Amazon manufactures it.
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No, the first port of call should be where you bought it from. It is their responsibility to provide you with a working device. The only time you would go to the manufacturer is if it develops a fault after you bought it and within whatever warranty period you got with it.
So if you bought a dead Kindle from Tesco you would take it back to Tesco, not send it to Amazon.