Amazon Luna cloud gaming platform now added to Prime Video in the US and UK

Amazon has integrated its Luna cloud gaming platform directly into Prime Video, making it accessible to subscribers in the US and UK with Fire TV devices at no additional cost. The addition of a new “Games” tab allows Prime members to discover and play games alongside traditional entertainment content, with no downloads or separate subscriptions required.

The move marks a strategic shift in Amazon’s approach to gaming. Rather than maintaining Luna as a standalone service competing directly with console manufacturers, Amazon is leveraging Prime Video’s existing 100+ million subscriber base to reach casual gamers. Luna’s current library includes over 100 titles such as Hogwarts Legacy, Indiana Jones and the Great Circle, EA Sports FC 26, and Fallout 4, playable via controller or phone.

Jeff Gattis, general manager of Amazon Games, positioned the initiative as a response to rising console costs expected to exceed $1,000 in the next hardware generation. He noted that while 2.5 to 3 billion people play games globally, only a fraction own dedicated gaming hardware—a market gap Amazon aims to address. The strategy represents a consolidation of Prime Gaming, Amazon Game Studios, and Luna into a unified organization, targeting Prime Video’s entertainment-focused audience rather than pursuing direct competition with PlayStation, Xbox, and Nintendo in the traditional console space.

Amazon Luna cloud gaming platform now added to Prime Video in the US and UK

Sources