Sorry to hear you are having problems. May I ask if you are using Android or iOS and which model/brand?
The amber color of the LED simply means that it is connected to a phone. The default color is Red and is no indication of a problem.
When you try to add the hub in the app, can you see if the led is amber/yellow at any time in this process?
First of all, you should try turning off and on bluetooth on your phone to make sure that it's not on your phones end. It's quite rare that the hub ends up in a broken state after pulling the power, but it is possible if you would pull the power exactly when it was writing something to disk.
The reset button is used for a few different things, and since factory reset should be the very last resort, we made sure you wouldn't trigger it by accident.
The reset button functions are as follows:
Check for firmware updates:
User data reset: (Try this first, this will remove all settings and user data but not downgrade your firmware)
Factory reset: (This will remove all data and restore the firmware to version 1.0.0)
This information can be found on https://start.flic.io
Please keep me posted on your progress!