Amazon is planning to take on Apple and Google by introducing its social gaming platform called GameCircle. GameCircle will make achievements, leaderboards and sync APIs accessible, simple and quick for developers to integrate, and also will give gamers a more seamless and entertaining in-game experience.

Amazon’s goal is to give developers great tools to quickly and easily reach new customers and keep them engaged, explained Paul Ryder, Amazon’s Vice President of Apps, Games and Services.

GameCircle gives developers the right tools to build an immersive, more entertaining experience on Kindle Fire, which will ultimately help developers grow their business.

A handful of developers are happy to be on board, including Imangi Studios, developers of the hit Temple Run, and Spry Fox, the guys who brought you Triple Town.

This means Kindle Fire owners can look forward to achievements, leaderboards and game save synching across devices.

Keith Shepherd, co-founder of Imangi Studios said the new service is a great way to keep its fans engaged by offering them more opportunities to play the game, and an intuitive platform to connect with new players.

All this comes down to better user experience, more downloads and also more money.