While on holiday I broke my daughter's kindle, and because it was an old style one wasn't hooked up to an amazon account just an email address and bank card.
I then couldn't get any of the books off it onto the new one, so I just had an online chat message with a member of staff, who then called me, and 10mins later my daughter now has all of her books back.
I know they don't pay enough tax or anything but there customer service has been brilliant.