Amazon has expanded its cloud gaming ambitions by integrating its Luna gaming service directly into Prime Video, giving eligible Prime members in the UK and the United States a new way to discover and play games from the same app they use to stream films and television programmes.
The move reflects Amazon’s wider strategy of making gaming more accessible without requiring dedicated consoles or gaming PCs, instead allowing users to launch supported titles through compatible Fire TV devices.
Amazon Brings Cloud Gaming to Prime Video
Prime members with a compatible Fire TV device can now access Amazon Luna through a new Games section within the Prime Video app. The feature is included as part of an existing Prime membership, allowing subscribers to browse and launch games using either a compatible controller or a supported mobile phone as a controller.
The integration places games alongside Amazon’s entertainment catalogue, aiming to make interactive content easier to discover for households already using Prime Video as their primary streaming platform.
More Than 100 Games Available Through Luna
Amazon says the Luna catalogue can exceed 100 games, depending on a user’s subscriptions and linked digital game libraries. Members who subscribe to additional services such as Ubisoft+ or connect supported digital storefronts can unlock a wider selection of titles.
Among the games currently available are Indiana Jones and the Great Circle, Hogwarts Legacy, and EA Sports FC 26, offering a mix of action, adventure and sports experiences without requiring local downloads or expensive gaming hardware.
Amazon Focuses on Simplicity and Accessibility
Jeff Gattis, General Manager of Gaming at Amazon, said the company wants to reduce barriers that often prevent people from discovering games.
“For a lot of people, games have been harder to find than they should be,” Gattis said.
He added that integrating Luna into Prime Video allows subscribers to encounter games more naturally while browsing the platform.
“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.”
For UK consumers already familiar with using Prime Video for streaming entertainment, the addition could make cloud gaming a more convenient part of the wider Prime ecosystem.
A Shift Away from Competing with Traditional Gaming Platforms
Amazon originally launched Luna in the United States in March 2022 before expanding to the UK, Germany and Canada shortly afterwards. While the service initially entered an increasingly competitive cloud gaming market, the company’s strategy has since evolved.
Speaking to GamesIndustry.biz, Gattis explained that Amazon is no longer trying to persuade gamers to abandon established platforms such as PlayStation, Xbox or PC gaming.
“The world doesn’t need another high-end gaming platform,” he said.
Gattis noted that services including Steam, PlayStation, Xbox and the Epic Games Store already compete for the same audience of dedicated gamers.
According to him, Amazon has moved away from attempting to replace traditional gaming hardware and instead sees greater potential in attracting people who do not own consoles or gaming PCs.
Historically, he said, Luna attempted to compete directly with those platforms by encouraging players to switch completely to cloud gaming. Amazon has since stepped back from that approach, describing it as competing in a crowded market with limited opportunity.
Instead, the company now aims to reach casual players and households looking for a straightforward way to access games through devices they already own.
Cloud Gaming Becomes Part of the Prime Experience
The integration of Luna into Prime Video represents another step in Amazon’s effort to combine entertainment services under a single subscription. By placing cloud gaming alongside films and television programmes, the company hopes to broaden the appeal of gaming among Prime members while lowering the barriers to entry.
For UK users with compatible Fire TV devices, the update offers a simple way to explore cloud gaming without investing in dedicated gaming hardware, reinforcing Amazon’s focus on accessibility rather than direct competition with established console platforms.
Julian Barnes is an acclaimed British novelist, essayist, and short-story writer renowned for his elegant prose and intellectual depth. His work often explores themes of memory, history, love, and the complexities of human relationships. Widely regarded as one of the leading voices in contemporary British literature, Barnes has earned international recognition for his thoughtful and innovative storytelling.