Amazon Prime Video Introduces Luna Gaming Feature With New Tab
WHO:
Techmeme - Amazon is integrating its Luna cloud gaming service into Prime Video.
Variety - Amazon is the organization launching the new feature.
WHAT:
The Hollywood Reporter - Games available at launch include Hogwarts Legacy, EA Sports FC 26, and Clue.
The Hollywood Reporter - Jeff Gattis, GM of gaming for Amazon, stated, “Amazon’s been kind of ticking away at the gaming space for over a decade now... but really has never established Amazon as a gaming platform, a destination where people come to play games.”
The Hollywood Reporter - Gattis mentioned, “When we step back a little bit and just looked at the overall gaming market, there’s three and a half billion people in the world who play video games. There’s only about 300 million consoles and gaming PCs out there.”
The Hollywood Reporter - Gattis noted, “What we found is that big IP, familiar IP, approachable IP with relatively simple game mechanics are really resonating with our players.”
The Hollywood Reporter - Gattis indicated that Tomb Raider is expected to come to Amazon and the broader market in February.
The Hollywood Reporter - Gattis stated, “Obviously, we’ll have the rights to the next [James] Bond game, if there is a sequel of the Bond franchise, there’s a bunch of MGM IP that we’re looking at right now.”
The Hollywood Reporter - Ampere data shows that pure-play cloud services, including Amazon Luna Premium, generated around $700 million in consumer spending in 2025.
TechRadar - Amazon's GM of gaming stated that rising hardware prices could push more hardcore gamers towards cloud streaming, saying, "You're going to see more people that are priced out of the market."
Techmeme - The Amazon Luna gaming platform, previously a standalone app, will now be integrated into Prime Video, enhancing the overall offering for Prime members.
Variety - The integration of Luna into Prime Video will not include titles such as Tomb Raider and James Bond.
Techmeme - The Luna gaming platform will now be integrated into Prime Video via a new Games tab.
Variety - The launch of the cloud gaming service Luna within the Prime Video app is set to begin on a Thursday.
Variety - Games available at launch include Hogwarts Legacy and EA Sports FC.
WHERE:
Variety - The integration will be available on Fire TVs in the US and UK.
WHEN:
Variety - The launch of the Luna integration into Prime Video is scheduled for Thursday.
WHY:
Techmeme - The integration aims to enhance the Prime Video offering by including gaming alongside movies and TV shows.
HOW:
TechCrunch - Amazon aims to make Prime Video a one-stop entertainment destination by incorporating gaming, similar to Netflix's strategy with party games.
Techmeme - The Luna gaming service, previously a standalone app, will now be accessible directly through Prime Video.
(UPDATED July 23, 2026 19:22 UTC)
Amazon is gearing up to make a significant impact in the gaming industry, with launch titles including Hogwarts Legacy, EA Sports FC 26, and Clue. Jeff Gattis, the GM of gaming for Amazon, highlighted the vast potential of the gaming market, noting that while there are three and a half billion players worldwide, only about 300 million consoles and gaming PCs exist. Looking ahead, Gattis announced that Tomb Raider is expected to arrive on Amazon in February, and the company is also eyeing rights to future games from the James Bond franchise.
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(UPDATED July 23, 2026 17:22 UTC)
Amazon's GM of gaming has indicated that increasing hardware prices may lead more hardcore gamers to consider cloud streaming as an alternative. He noted that this trend could result in a significant number of gamers being priced out of the market. This shift in gaming habits reflects the ongoing challenges within the industry.
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(UPDATED July 23, 2026 16:24 UTC)
Amazon Luna, the gaming platform, is set to be integrated into Prime Video, enhancing the overall experience for Prime members. This change will transform Luna from a standalone app into a feature within the popular streaming service. The integration aims to provide a more comprehensive entertainment offering for subscribers.
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(UPDATED July 23, 2026 15:37 UTC)
Amazon is integrating Luna into Prime Video, but popular titles like Tomb Raider and James Bond will not be included in this rollout. The company is looking to transform Prime Video into a comprehensive entertainment hub by adding gaming features, following a strategy similar to Netflix's approach with party games. This move reflects Amazon's ambition to enhance the viewing experience for its subscribers.
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(UPDATED July 23, 2026 14:44 UTC)
Amazon is set to launch an integration of its Luna cloud gaming service into Prime Video, enhancing the platform by adding a new Games tab. This feature will be available on Fire TVs in the US and UK, with popular titles like Hogwarts Legacy and EA Sports FC ready for users at launch. The rollout is scheduled for Thursday, allowing Prime Video subscribers to access gaming alongside their favorite movies and TV shows.