Amazon Brings Luna Cloud Gaming Directly to Prime Video App in US and UK Markets
July 23, 2026
Amazon is integrating its Luna cloud gaming functionality directly into the Prime Video interface for users in the United States and United Kingdom. This update allows individuals with a Fire TV device and an active Prime membership to browse and launch games from a dedicated tab within the streaming app. By utilizing either a standard gaming controller or a smartphone as an input device, subscribers can access a rotating selection of titles included with their membership or connect existing accounts from platforms like Ubisoft+ to play a larger collection. The available catalog features prominent releases such as EA Sports FC 26, Hogwarts Legacy, and Indiana Jones and the Great Circle.
This strategic shift follows Luna’s initial 2022 rollout, which began in the American market before expanding to regions like Canada, Germany, and Britain. Jeff Gattis, who serves as the General Manager of gaming at Amazon, indicated that the move is designed to simplify the discovery process. According to Gattis, the goal is to make gaming a seamless part of the entertainment experience, allowing viewers to transition from watching video content to playing a game with minimal friction. This approach aims to reduce the time users spend searching for entertainment and increase the time spent actually playing.
Furthermore, the logic behind this integration represents a change in how Amazon views the gaming market. Rather than attempting to convince hardcore gamers to ditch their dedicated consoles or high-end PCs—a segment of the industry Gattis describes as highly competitive and saturated—Amazon is shifting its focus toward a broader audience. The company has moved away from its previous strategy of direct competition with established giants like Xbox, PlayStation, or Steam. Instead, Amazon is targeting casual consumers who may not own specialized gaming hardware but would enjoy playing high-quality titles through the devices and subscriptions they already own. By embedding Luna into the familiar Prime Video environment, the company hopes to expand the gaming community beyond traditional boundaries.
Read original at GamesIndustry.biz.