Now I had completely blanked on what that was.. was it my username? Was it my full name? Was it the beginning part of my email? gah, I'm on break outside a cafe and thought I could get this settled quick..
So the person on the phone, in quite a polite and understandable way, gave me a number to call back directly when I could remember it as I had passed all other verification steps. Had a moment of clarity and called back 2 seconds later and got on with it. They overnighted me a brand new phone.
I rate that interaction a 10/10. 9/10 if we can imagine a world of omniscient amazon that knows when I've received broken items..
Nearly always security is the opposite of convenience. Once people realise that you can be "more secure" or "more convenient" we'll all be better off. This implies to be "more secure" you must be "less convenient". It's always a trade off.
Frustrating? Yes. But good security can't be transparent to the user.