Amazon Folds Luna Cloud Gaming Into Prime Video

Amazon (AMZN ) has moved its Luna cloud gaming service inside the Prime Video app, adding a “Games” tab next to movies, shows and live sports for Fire TV owners in the US and UK. Starting July 23, 2026, Prime members can stream titles such as Indiana Jones and the Great Circle, Hogwarts Legacy and EA Sports FC 26 from the same app they already use to watch television, at no extra cost and with nothing to download or buy.

The change, announced by Amazon, doesn’t create a new subscription or raise a price. It moves where Luna lives. Instead of a standalone app most Prime members never open, cloud gaming now sits one tab away from the content they stream every night. Amazon says the Prime tier includes more than 50 cloud-streamed games plus a rotating selection of downloadable PC titles each month. The rollout starts on Fire TV and is set to expand to more devices and countries in the coming months.

Why Amazon moved Luna into Prime Video

For Amazon, the constraint was never the streaming technology. It was awareness. Jeff Gattis, the company’s general manager of gaming, told Variety that Luna’s core problem is that most of Prime’s 200-million-plus members don’t realize the benefit is already included: “not enough of them know that they have it.” Prime Video is a far bigger draw than the standalone Luna app, and Amazon is betting the games tab will put Luna in front of many more people.

The move caps a steady narrowing of Luna toward the Prime bundle. Amazon relaunched the service last year and, in 2026, pared back standalone game purchases and third-party add-ons such as Ubisoft+, concentrating Luna on what comes free with a membership. Folding it into Prime Video is the logical next step, and Amazon is leaning on catalog crossovers to reinforce it, pairing films on Prime Video with playable tie-ins so a viewer can watch something one night and play in its world the next.

A bet on the non-console audience

Gattis has been clear that the integration is not an attack on PlayStation or Xbox. Speaking to The Game Business, he cast Luna as a way to reach people the console makers can’t: “This is about reaching players that a lot of those games are never going to be able to reach. Particularly in a world of $1,000 consoles.” His figures put roughly three billion people playing games worldwide against only 300 to 500 million who own a console or gaming-ready PC. Amazon wants that gap.

For a platform strategist, the logic is straightforward: the console install base isn’t growing, and the big three are largely competing for the same players. Rather than fight for that pool, Amazon is using hardware it already sells (Fire TV) and a subscription tens of millions of households already pay for to pitch gaming to people who never bought a console. It is a distribution play, not a spec war.

The money is meant to follow through Luna Premium, the $9.99-a-month tier that unlocks a larger library. Premium isn’t available inside Prime Video at launch, though Amazon says that will come. The plan is to use Prime as the top of the funnel and convert a share of those players into paying subscribers, building a gaming business that contributes to Amazon’s bottom line rather than serving as one more Prime extra.

One thing Prime members won’t get yet is Amazon’s own marquee franchises. The two upcoming Tomb Raider games and any future James Bond title (Amazon holds the MGM rights after the success of IO Interactive’s 007 First Light) are being held back, with Gattis describing a windowing approach that puts them on console and PC first before they reach Luna.

Streaming’s new race to bundle games

Amazon is not alone in bolting games onto a streaming plan. Netflix (NFLX ) has pushed TV-playable titles, and Microsoft (MSFT ) has extended Xbox Game Pass into other companies’ subscription products. Microsoft has also recommitted to console exclusivity this year while widening its ecosystem across PC and handhelds, a different answer to the same shrinking-hardware problem.

What sets Amazon apart is the size of the front door. It is pairing cloud gaming with one of the world’s largest entertainment subscriptions and treating discovery, not catalog depth, as the problem worth solving. After years as a little-used Prime footnote, Luna’s place in the Prime Video tab is the clearest test yet of whether cloud gaming can widen the audience for games instead of just reshuffling the one that already buys consoles.