Amazon has announced the integration of its cloud gaming service Luna directly into the Prime Video app. After cutting the feature that allowed users to stream their own games, the company is moving Luna under the umbrella of its main video streaming service, offering simplified access to Prime subscribers. The move comes months after removing distinctive capabilities like support for Ubisoft+ and EA Play, marking a radical shift in Amazon's cloud gaming strategy.
Simplified access through Prime Video's Games tab
Prime subscribers can now launch games directly from the new "Games" tab inside the Prime Video app. Simply connect a controller or use your phone as input to start playing titles such as Masters of the Universe: Legends Unite and Indiana Jones and the Great Circle. The experience is designed for those who don't own a gaming PC or a next-gen console, turning any Fire TV into an instant access point. The rollout begins today for Fire TV devices in the United States and the United Kingdom, with no current word on expansion to platforms like Google TV or Samsung's proprietary OS.
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Luna Premium remains at $9.99 per month
Despite the Prime Video integration, Amazon's gaming chief Jeff Gattis clarified to Variety that the Premium subscription at $9.99 per month will continue to exist, but only within the standalone Luna app. This new access gateway serves as an on-ramp for video subscribers, allowing them to sample the service at no extra cost. Gattis emphasized that Amazon still plans to enhance the Premium experience, offering a broader game library and exclusive features. The strategy mirrors what Samsung has done with its Gaming Hub, while Google, after shutting down Stadia in 2023, offers no comparable integration.
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A radical change in business model
The decision to move Luna inside Prime Video represents a major pivot. Last year, Amazon eliminated the ability to bring your own games from third-party stores, reducing the service to a closed catalog. Now, with direct access via Prime Video, the company aims to reach a much larger user base, leveraging the 200 million global Prime subscribers. For existing Prime members, the experience is immediate: no downloads, no installations. Just a stable internet connection and a compatible controller. The service supports both single-player and multiplayer sessions, with games starting in seconds.
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This integration highlights how video streaming and gaming platforms are converging. In a landscape where services like Google Keep transforms the Android Home Screen into a productivity command center, gaming is also seeking new spaces within established ecosystems. Meanwhile, Samsung Galaxy Z Fold 8 and Z Flip 8 suffer major battery health downgrade, showing how hardware innovation must keep pace with software. With this move, Amazon bets that the future of cloud gaming lies in the simplicity of an existing subscription, aiming to lock in Prime users with an ever richer offering.
For more technical details on cloud gaming, refer to the Wikipedia page on Amazon Luna.
Source: https://9to5google.com/2026/07/23/amazon-luna-added-to-prime-video-app
