Key Points
- A new Games tab is now live inside Prime Video on Fire TV devices in the US and UK, giving Prime members access to Luna’s library at no extra charge.
- Amazon openly acknowledges it never built a gaming identity, and is counting on Prime Video’s daily traffic to fix what years of standalone promotion could not.
- The pure cloud gaming model generated revenues of approximately $700 million in 2025, representing only 0.3% of total industry expenditures, according to analysts’ expectations for widespread adoption of the technology being several years off.
Amazon Buried Luna Inside Prime Video, Betting Discovery Does What Marketing Never Could
Most Prime members have been sitting in a gaming library for years. No one informed them.
Amazon made an extremely stealthy addition to Prime Video on Fire TV on 23rd July by integrating the Games tab with the streaming service, taking the cloud gaming service, Luna, out of the dark and putting it right next to what people were watching regularly. No downloads. No separate subscriptions. A controller or a phone, and you’re in.
The library covers serious ground: Hogwarts Legacy, EA Sports FC 26, Indiana Jones and the Great Circle, Fallout 4, and a shelf of party titles including Clue, Ticket to Ride and Taboo. Jeff Gattis, GM of Gaming at Amazon, put it plainly enough: “For a lot of people, games have been harder to find than they should be. Bringing Luna inside Prime Video allows Prime members to discover games more naturally, and if they see one they like, they click it and they’re in. That’s less time searching and more time playing great games included with their Prime membership.”
Luna Has Been There Since 2020. Almost Nobody Noticed
The service isn’t a novel one. Amazon debuted its Luna console in 2020, and by October 2025, the firm had integrated nearly 100 video games into its standard Prime subscription, doing away with the paywall that restricted access to the catalogue to the premium membership only. Since that relaunch, the player base grew fivefold, Gattis confirmed. Yet the number of Prime members who still had no idea the benefit existed remained, by any honest measure, vast.
“One of our biggest challenges today remains that people don’t know the benefit exists,” Gattis told GeekWire. “How do we let 200 million-plus Prime members worldwide know that they have this great benefit where you can play $70 games inside your Prime membership at no additional cost?”
Tucking Luna into Prime Video is the answer Amazon landed on. For years the service sat on its own, reachable through a dedicated website or standalone app, requiring users to go looking for something they did not know was theirs. Fire TV users in the US and UK no longer carry that burden. In terms of Xbox vs. Amazon gaming cloud services, for gamers that haven’t yet made their choice between Microsoft’s and Amazon’s offerings, a thorough Xbox review of the Xbox gaming system would definitely be helpful.
Cloud Gaming Chased the Wrong People for Years – Amazon Finally Admitted It
The strategy shift behind all of this is worth sitting with. Amazon’s early positioning for Luna went after core gamers, framing cloud streaming as a console alternative. It did not work. Gattis, who spent time at Xbox working on xCloud before joining Amazon, said the industry collectively got the target wrong from the start.
“The world doesn’t need another high-end gaming platform,” he told GamesIndustry.biz. “Between Steam, PlayStation, and Xbox, even Epic Games Store, there’s lots of places to go buy these games. And they’re all fighting each other for the same set of customers.”
The numbers are different for Amazon now. The estimate of gamers in the world is around 3.5 billion but only about 300 million have consoles or gaming PCs. That’s the space Luna is trying to target. The catalogue reflects that calculation precisely; IP-led, accessible titles that do not demand previous gaming experience. Hogwarts Legacy has held up as one of Luna’s strongest performers, and Tomb Raider, due in February, follows the same mould. James Bond titles, pulled from Amazon’s MGM catalogue, are already being scoped for future release. “What we found is that big IP, familiar IP, approachable IP with relatively simple game mechanics are really resonating with our players,” Gattis said.
Same Subscription, One Screen: Amazon’s Bet on the Franchise Loop
The integration reaches further than a discovery fix. Amazon is threading its streaming and gaming output together around the same intellectual property, with the same membership holding both ends of the thread. The movie of Masters of the Universe is available for streaming at Prime Video, and alongside that on Luna is a co-op card battler called Masters of the Universe: Legends Unite, which can be played within the app without making any additional payment.
Courtroom Chaos: Starring Arnold Schwarzenegger runs on the same idea. Players argue fictional cases before an AI-rendered Schwarzenegger acting as judge; later in the year, Schwarzenegger leads The Man with the Bag, a holiday film landing on Prime Video. Amazon’s summary was brief and accurate: “Watch him one night, play against him the next.”
Gattis described where he believes this leads. “I fundamentally believe you’re seeing a continued intersection between TV video and video games, interactive entertainment,” he said. “Every TV or movie is going to have a video game story attached to it. I think it’s going to be just part of how films and TV IPs go to market. So you’ll see us invest a lot more in making things alongside MGM properties or other Prime Video shows.”
$700 Million and 0.3%: The Market Amazon Is Trying to Grow
Numbers about cloud gaming paint a unique picture. According to Piers Harding-Rolls, research director of games for Ampere Analysis, pure-play cloud gaming service providers like Amazon Luna Premium created consumer revenue worth $700 million in 2025. This amount constituted 0.3% of the total game content and service spending by consumers globally. “The sector is growing strongly but is years away from becoming a more mainstream activity,” Harding-Rolls said. “Companies such as Amazon, who are better placed than many due to their AWS and large-scale subscription businesses, have entered the market.”
The Netflix comparison is difficult to avoid. Netflix has been threading games into its streaming platform for several years, building mainly around casual party titles that run on TVs with a phone as the controller. Luna’s Fire TV integration follows the same structural instinct, though Amazon’s game catalogue cuts wider, spanning both AAA releases and party fare that Netflix does not currently match at that level. The AWS infrastructure underneath Luna also gives Amazon a latency advantage that Netflix cannot simply replicate.
Gattis was candid about the trust deficit that cloud gaming carried into this moment. “Several years ago, you would notice latency in certain people’s connections, and you just weren’t getting the fidelity that you needed. A lot of that has been removed. So now it’s almost like you have to rebuild trust in people who had a bad cloud experience five years ago.”
Where Does Luna Go from Here?
More countries, more devices and more titles are coming, Amazon confirmed, with specifics to follow in the months ahead. The longer vision Gattis described is a single Prime Video page where a franchise like Tomb Raider surfaces its show, its game, its back catalogue, a Twitch feed and Amazon merchandise, all on one screen, all inside one membership. Whether Luna becomes something genuinely distinct in that picture, or simply a better-distributed version of what it already was, hinges on whether the casual audience Amazon is targeting actually stays once it arrives.
Luna’s user base currently spans millions of players across 14 countries. The internal target sits between 10 million and 20 million, reached “as quickly as we can,” in Gattis’s words. The Games tab on Prime Video is the biggest move Amazon has made toward that number.
Expert Analysis
What Amazon announced is not a product launch. It is a distribution correction, and it is worth being precise about that distinction. Luna existed. The games were already included. The problem was that nobody knew where to find them, or that they were free.
Dropping Luna into Prime Video’s daily traffic stream solves the front door problem without changing what is behind it. The harder test is what happens next. Discovery creates a first click; it does not build a habit. Amazon is placing its confidence in accessible IP, franchise crossover and the absence of hardware costs to hold players once they land. The 0.3% market share figure from Ampere is not a damning verdict on cloud gaming, but it does indicate how much ground remains before any of this reaches scale. The AWS network of Amazon provides the company with an advantage in terms of latency which is hard to compete with, but there is also the downside related to content creation, as the company has shown itself inconsistent at creating original games and has experienced some layoffs in the studio. The combination would make sense only if Tomb Raider becomes successful and MGM proves to be productive. If the content misses, a Games tab inside Prime Video becomes a monument to how hard it is to build a gaming identity, even when the infrastructure is already yours.
