Amazon.com, Inc. is an American international electronic commerce company with headquarters in Seattle, Washington, United States. It is the largest Internet based company in the United States. [Wikipedia]
They have a good presence in the major social networks. They also have a dedicated customer care handle on Twitter.
Element 1 – Tone of Messaging
The tone of messaging is friendly.
@Bashurverse I’m sorry to hear it didn’t arrive, please contact us here: http://t.co/YVIPmnM0rx so we can help. ^CH
— Amazon Help (@AmazonHelp) October 16, 2014
Element 2 – Are they sending canned responses, without understanding the context? There appears to be instances where response were sent for the sake of it. For instance, some one wrote, “Hell Yea! I like it!” on the page. The brand responded unnecessarily. “We too liked it” would have been more apt. 
This aside, they do send responses after understanding the situation. 
Element 3 – Turnaround Time
On Twitter the turn around time is within the next 20 minutes. The turn around time on Facebook is a little longer though. Their average turn around time in the last one month is 1 hour.
Element 4 – Is brand sending personalized replies?
The brand send personalized replies mostly.
Element 5 – Is brand following up on the complaints?
They do follow up to complaints
@edsanganyado How long ago was your reply to them, Edmond? It can take up to 24 hours for a response back. Keep us posted. ^SS
— Amazon Help (@AmazonHelp) October 16, 2014
@edsanganyado Has it been over 24 hours? Like SS advised, it can take up to 24 hours to receive an e-mail response from them. ^AD
— Amazon Help (@AmazonHelp) October 16, 2014
Element 6 – Is brand answering to all the queries?
Most queries to the brand were answered.
Element 7– Is brand sending duplicate replies?
In the last 15 days there were no instance of duplicated replies by the customer care agents.