Amazon has integrated its cloud gaming service, Luna, into Prime Video for subscribers using Fire TV devices in the United States and the United Kingdom. This move allows eligible users to access select games directly through the Prime Video interface without requiring a separate Luna subscription.
The integration makes Luna available as a channel within the Prime Video app on Fire TV sticks and Fire TV Edition smart televisions. Subscribers in the US and UK who own compatible Fire TV hardware can now browse and launch Luna games from the Prime Video menu, effectively merging video streaming and cloud gaming into a single platform experience.
What the service offers
Amazon Luna is a cloud gaming platform that streams video games from Amazon’s servers to a user’s device, eliminating the need for a dedicated gaming console or high end personal computer. The service requires a stable internet connection and a compatible controller, which can be either a standard Bluetooth gamepad or Amazon’s specific Luna Controller.
With this update, Prime members who already have Fire TV devices can access a rotating selection of games at no additional cost through their existing Prime subscription. These games are part of the Luna Plus library, which includes titles from various publishers. Access to the full Luna Plus catalog and other channels, however, still requires a separate paid Luna subscription.
Availability and hardware requirements
The feature is currently limited to the US and UK markets. Users must have a Fire TV streaming device or a Fire TV Edition television to use the integration. Amazon confirmed that the Luna app channel will appear in the Prime Video interface automatically for eligible users, and no manual installation is required.
Amazon first launched Luna in the United States in 2020 as a competitor to other cloud gaming services such as Nvidia GeForce Now, Xbox Cloud Gaming, and Google Stadia, which was later discontinued. The service expanded to the United Kingdom in 2022 and has since focused on bundling with Amazon’s broader ecosystem of devices and subscriptions.
Strategic importance for Amazon
By embedding Luna into Prime Video, Amazon aims to reduce friction for users who might not otherwise seek out a separate cloud gaming application. The integration leverages Prime Video’s existing user base, which Amazon has been actively growing through original television shows, movies, and live sports broadcasts.
This approach mirrors Amazon’s broader strategy of tying its various services together. Prime Video, Amazon Music, Prime Reading, and Luna are all offered as part of the broader Prime membership bundle. The company has not disclosed specific subscriber numbers for Luna separately from the overall Prime membership count, which exceeded 200 million globally as of the company’s most recent public figures.
Industry context
Cloud gaming remains a niche segment within the wider video game industry, but major technology companies continue to invest in the infrastructure required to stream games at low latency. Amazon operates Amazon Web Services, the world’s largest cloud computing provider, which gives it a competitive advantage in hosting and delivering game streams compared to rivals that must rely on third party data centers.
The addition of Luna to Prime Video also comes as competition in the cloud gaming space intensifies. Xbox Cloud Gaming is included with Microsoft’s Game Pass Ultimate subscription, while Nvidia GeForce Now allows users to stream games they already own from digital storefronts like Steam and Epic Games Store.
Next steps and expected developments
Amazon has not announced plans to expand the Prime Video integration to other countries beyond the US and UK. The company is expected to add more games to the rotating Prime selection over time, and may introduce additional features such as cloud game saves and cross platform play if they are not already supported.
The integration is now live as of the announcement date. Users in the US and UK can begin using the service immediately through their Fire TV devices with a valid Prime membership.
Source: GamesIndustry.biz
