My phone made an awful, loud, startling noise. I had never heard it before, and it scared the crap out of me. It sounded like a fire alarm. Once I realized it was my phone, my first thought was some sort of disaster requiring evacuation. Once I saw the message, it was only confusing. No real information, no linkage to details.
A google search turned up more about the Amber alert, which I discovered was several hours away from me in Southern California. I'm in Northern California. The details on the web mentioned that they were suspected of escaping to Texas. So, it was absolutely irrelevant to me. I immediately looked into how to disable it, and had it disabled in a couple minutes. 75% of the others I talked to today also disabled there Amber alerts.
1. The alarm should be more moderate, or at least adjustable. It was very startling. If I had been driving when it went off, I think the effect would have been dangerous. I would have left it on if I could disable the audio alarm and just get the message.
2. It needs more information, or at least a simlpe click-through to details, location radius / distance from me, pictures of the people involved, etc.