Interesting, I regularly use chat-based support on amazon.ca to speak with (what I presume is) a real human after none of the control flow paths adequately resolve my issue. I've always found the support quick to reply and very helpful.
Granted, it's been 1-2 weeks since I had an issue, so it may have changed since then, or it could be only released to a subset of users.
Amazon is generally good at 1) resolving an issue in your favor and 2) getting you to a human if needed but gosh does it feel like I've taken a different path to do so every single time I'ever needed support.
Granted, it's been 1-2 weeks since I had an issue, so it may have changed since then, or it could be only released to a subset of users.