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We at PC World have always advised readers not to shop at a Web store that does not prominently list a phone number. Not only does the number mean the business is likely to be legit, it's also convenient when you have one of those "Ohmigosh, did I just order 100 Talking Tinky Winky Teletubbies?" moments.

So as my first act as I take over this column, let me tell you the toll-free number for calling Amazon.com's customer service--800/201-7575--because even with a compass and a map, you may not be able to find it on Amazon's site.

Recently I ordered a nonstick pan from the online giant. It arrived with a big dent. In the past when I had a problem with an Amazon shipment, I called, and a reassuring voice told me everything would be all right. But this order's packing slip didn't list a phone number.

I went to Amazon's site and couldn't find the phone number anywhere. Eventually I e-mailed customer service. I received a speedy reply with the number--but only because I'd asked for it.

So were we wrong to warn readers to look for phone numbers at Web sites? Many sites, Amazon especially, have excellent online tools for resolving problems. But surely there are major sites that encourage personal communication. To find out, I asked Jupiter Media Metrix for a list of the most-visited e-commerce sites and tried searching for phone numbers. Here's a sampling of what I found.

Amazon.com: Turns out they give you the number only when you're checking out. Unless you write it down or print the page, you'll be at a loss if you need it later.

Barnesandnoble.com: Eureka! Click the Help link, then Contact Us--and you'll find their toll-free customer service number at the bottom of the screen.

Half.com: Despite claiming "Customer service is the heart of our business," this discount site (a division of EBay) doesn't list a telephone number.

X10.com: These folks sell those wireless Webcams via omnipresent online ads. To the company's credit, a toll-free number and a cheery invitation to "Call Anytime" are emblazoned on its home page.

An unscientific study--but what gives? I refuse to believe that phone-based service has no place on the Web.

"Customers have asked us to provide more self-service tools online," says Bill Price, Amazon.com's vice president of global customer service. "As long as they're online browsing or making purchases, they want to check their account, change settings, and track shipments."

But this customer wants to talk to someone, I tell him. Price explains that even before Amazon removed the customer service number from its packing slips (to steer even more people online, he concedes), only a fraction of customer inquiries were done over the phone.

Don't get me wrong. We should all try Web-based help. Maybe even send a test e-mail to see how quickly the company responds. But until online support works as well as a human, sites should make it easy for us to call. If they don't, it's time to hunt down those toll-free numbers and share them with your friends.

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