Amazon has integrated its cloud gaming service, Luna, directly into the Prime Video app via a new Games tab, launched on Thursday. This move addresses a persistent discoverability problem: many Prime subscribers already had free access to Luna's game library through their membership but were unaware the benefit existed, according to Amazon Games GM Jeff Gattis.

The feature is available to Prime members in the US and UK using a Fire TV, letting them launch games from Luna's rotating catalogue without downloading extra software, using a compatible controller or their smartphone as a gamepad. Gattis has argued Amazon could be considered the largest paid gaming subscription in the world, yet lacks awareness among its own customers. The approach mirrors Netflix's integration of games into its streaming app, a strategy that hasn't transformed its gaming ambitions but has produced some notable hits, as Amazon looks to make Luna a more visible part of its "everything app" ecosystem.