Builds Social Media and Gaming Teams has had its fun with the Internet retail business, and now it’s ready to take on social media and gaming.

Reuters reports that the largest e-tailer has hired John Yurcisin to become Director of Social Media. Previously, Yurcisin’s title  was Vice President, Marketing & Analytics at OgilvyOne, the interactive marketing business owned by Ogilvy & Mather.

Yurcisin’s focus at Amazon is on strategy, customer relationship management, digital and mobile, according to Reuters.
Amazon is also creating a Social Games Group to compete with Zynga and is on a developer hiring frenzy. Greg Lamm from listed their ad TechFlash.

The Amazon Digital Video Game Team is looking for an experienced software engineer for the design and construction of new services for video game developers. These services will enable developers to leverage Amazon’s experience around eCommerce and cloud capabilities, and help gaming customers connect with each other.

Can Amazon really compete with social media leaders Facebook and Zynga? Should it try? It should at least catch up to other Internet giants. has lagged in the social media space for years. The site offers great reviews of books, but good luck finding out what your friends are buying or reading. It’s a long time coming for to go social and many are curious to see what new tools and strategies the e-tailer turns out.