Amazon puts Luna gaming service inside its Prime Video app, hoping people finally notice

July 24, 2026 - 01:27

Amazon's cloud gaming service, Luna, is getting a new home inside the Prime Video app. Starting now, Fire TV users in the United States and the United Kingdom can find a dedicated Luna tab within the Prime Video interface. The move is a clear attempt to boost awareness for a service that has struggled to gain traction since its launch.

According to Amazon's gaming chief, one of the biggest hurdles for Luna is simple ignorance. Many Prime members do not realize that the service is already included with their subscription. By placing it directly inside Prime Video, the company hopes to make the offering harder to miss. The tab will allow users to browse and launch Luna games without switching apps.

The integration is currently limited to Fire TV devices, which makes sense given Amazon's hardware ecosystem. It remains unclear if the company plans to extend the feature to other platforms. Luna competes with services like Xbox Cloud Gaming and Nvidia GeForce Now, but has lagged behind in both library size and user adoption. Amazon is betting that convenience and proximity to its massive Prime Video audience will finally give Luna the spotlight it needs.