Broadening its reach into the US economy, bigwig online retailer Amazon. com has recently forayed into the social-gaming arena, with the launch of its studio - Amazon Game Studios – as well as its first social game, Living Classics, which is being hosted on the popular Facebook social network.

Amazon’s decision to go after social-gaming margins comes at a time when two social-gaming pioneers, Facebook and Zynga, are apparently struggling to come up with new ways of improving their revenue figures.

However, with Seattle-based Amazon – founded by CEO Jeff Bezos – being virtually a slayer of any business that can be taken on with its gigantic servers and Internet-services proficiency, it apparently considers social-gaming content as a means to set apart its Kindle hardware from other Android-based devices, and also to further improve the value of its platform.

Clearly, the foray into the social-gaming space is a big opportunity for Amazon to exert a downward pressure on margins; more so as the company has already developed a number of game titles – for iOS, OS X, and Windows platforms - under its Orange County, California-based A2Z Research and Development Games Studio.

Noting that Amazon has started developing social games because it is certain that it can do a good job at it, Amazon said on its Amazon Game Studios website: “Tthanks to Amazon's know-how, we believe we can deliver a great, accessible gaming experience that gamers and our customers can play any time.”