Amazon Luna
Amazon Luna is Amazon's cloud gaming platform that streams video games to devices without dedicated hardware, integrated into Prime Video as a Games tab for Prime Video subscribers in the US, UK, Canada, and other European markets.
- Company typePrivate
- Founded2020
- Headquarters—
- Headcount—
- GTM typeB2C
- OfferingSoftware
What Amazon Luna does
Amazon Luna is Amazon's cloud gaming platform, launched in 2020, that streams video games directly to consumer devices without requiring dedicated gaming hardware. The service is built on Amazon's cloud infrastructure and operates on a subscription-based model, with a Luna Standard tier featuring a free GameNight Library for Amazon Prime members and a paid Luna Premium tier offering access to a broader catalog. The platform's core technology is cloud-based game streaming, with titles such as Hogwarts Legacy, EA Sports FC 26, Fallout 4, and Fortnite accessible through Amazon's servers rather than via local installation.
In July 2026, Amazon repositioned Luna by embedding it directly into Prime Video as a Games tab on Fire TV devices in the US and UK, eliminating the need for a standalone app and exposing the service to hundreds of millions of Prime Video subscribers. The gaming division was consolidated under GM Jeff Gattis, bringing Amazon Game Studios, Prime Gaming, and Luna under unified leadership. The platform serves primarily casual gamers who lack console or high-end PC hardware, with a trans-media IP strategy built around franchises such as Fallout, James Bond, and Tomb Raider.
The business model is recurring subscription revenue, though pricing for Luna Premium is not publicly disclosed and the Standard tier is bundled free with Prime membership. Following the June 2026 shutdown of third-party storefronts (EA, Ubisoft, GOG) and the BYOL feature, Luna operates as a subscription-only catalog with exclusive content such as the Warner Bros. co-developed Batman: Caped Crusader – Chronicles. The service is currently available across 14 regions including the US, UK, Canada, and several European countries, with stated plans to expand to mobile apps and launch broader brand awareness campaigns.
Amazon Luna firmographics
Firmographics- Name
- Amazon Luna
- Legal name
- Amazon Luna
- Website
- https://luna.amazon.nl
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- Amazon Luna is Amazon's cloud gaming platform that streams video games to devices without dedicated hardware, integrated into Prime Video as a Games tab for Prime Video subscribers in the US, UK, Canada, and other European markets.
- Ownership category
- akta.pro rank
Amazon Luna industry classification
Industry- Product category
- Cloud Gaming Services
- akta.pro primary industry
- Cloud Gaming Platform Operators (Subscription/On-Demand) (MPAFAHAA)
- akta.pro secondary industries
- Game Subscription & Membership Services (BPAMAKAD), Device & Client App Ecosystems for Cloud Gaming (TV/OTT apps, mobile clients, thin clients) (MPAFAHAG), Cloud Gaming Platforms (BPAMAKAC), Subscription, Bundling & Membership Distribution (Game Pass-like, Humble-like) (MPAFABAI)
Keywords
Amazon Luna business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Infrastructure, Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Prime Video Gaming Access: Cloud gaming integrated into Prime Video for free, allowing Prime members to stream games without separate subscriptions or apps on Fire TV devices.
- Luna Premium Subscription: Premium subscription tier providing access to expanded game library. Complimentary Luna Premium subscription offered as compensation to affected users after third-party storefront shutdown.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Luna Premium - Standard subscription tier |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Amazon Luna product offering
Product offeringCore offering
Amazon Luna is a cloud gaming subscription service that streams video games from Amazon-managed servers to consumer devices such as Fire TV, web browsers, mobile, and desktop platforms, removing the need for a dedicated console or high-end PC. Customers subscribe to the Luna Premium library and to publisher-specific "Channels" (e.g., Ubisoft+) to access a rotating catalog of AAA, indie, and casual games played with a paired Luna Controller or other compatible gamepad.
Product overview
Amazon Luna is a cloud gaming platform that streams video games directly to devices without dedicated gaming hardware. The service is being integrated into Prime Video as a Games tab, consolidating Amazon Game Studios and Prime Gaming divisions under GM Jeff Gattis. Luna offers subscription tiers including Luna Standard with GameNight Library for free game access, and Luna Premium. The platform targets casual gamers through titles like Hogwarts Legacy, EA Sports FC 26, Fallout 4, Fortnite, and exclusive releases like Batman: Caped Crusader – Chronicles, positioning Prime Video as a trans-media entertainment ecosystem rather than solely a video streaming service.
Differentiator
Problem solved
Functional benefit
Products and services
- Amazon Luna
Quantifiable outcome
- Pure-play cloud gaming represents only 0.3% of global gaming content and services spending ($700M of total market in 2025)
- +2 more outcomes
Companies that use Amazon Luna
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Amazon Luna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Amazon Luna partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Warner Bros.coreWarner Bros. and Amazon Luna jointly announced 'Batman: Caped Crusader – Chronicles,' a co-op detective party game launching July 31 exclusively on Amazon Luna. The game is directly tied to Season 2 of Prime Video's animated series, features 11 playable episodes with iconic villains, and Prime members access it for free through Luna Standard's GameNight library across 14 regions.
- Matthew NeedhamminorMatthew Needham, known for House of the Dragon, was cast as The Joker in Season 2 of Prime Video's animated series Batman: Caped Crusader, with the casting announced at San Diego Comic-Con alongside a world premiere screening of the Season 2 premiere episode.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Amazon Luna competitors and assessment
Company assessmentDirect peers
- Boosteroid: Boosteroid is an independent cloud-gaming subscription service that streams PC games to browsers and smart TVs in Europe and beyond. It is a direct competitor targeting the same casual/PC cloud-gaming segment as Luna.
- Shadow (Blade): Shadow offers a cloud-based high-end Windows PC streamed to user devices on subscription. It overlaps Luna's value proposition of removing hardware barriers for high-end gaming via cloud streaming.
- Xbox Game Pass Ultimate: Microsoft's Xbox Game Pass Ultimate bundles a download library with cloud streaming and is the market-leading gaming subscription against which Luna Premium is benchmarked.
- Xbox Cloud Gaming (Microsoft): Microsoft's Xbox Cloud Gaming (formerly xCloud) streams Xbox/Game Pass titles to phones, tablets, TVs, and PCs on a subscription basis. It is Luna's closest direct competitor in cloud-streamed subscription gaming.
- PlayStation Plus Premium (Sony): PlayStation Plus Premium offers cloud streaming of PS3/PS4/PS5 titles on top of download tiers. It is a tiered subscription service with cloud streaming, directly comparable to Luna Premium.
- NVIDIA GeForce Now: NVIDIA GeForce Now streams PC games from the cloud to consumer devices via subscription tiers. It competes directly with Luna for cloud-streamed PC and casual gaming audiences.
Emerging players
- Utomik: Utomik is a cloud-delivered PC game subscription service with emerging direct-to-consumer reach. It has partial overlap with Luna in subscription-based casual-PC gaming.
- Vortex (Cloud Gaming): Vortex is an emerging cloud-gaming service and chipset/media partnership targeting connected TVs and ISPs. It is comparable as a niche emerging player in device-embedded cloud gaming.
Broad incumbents
- Apple Arcade: Apple Arcade is a broader gaming subscription service bundled into Apple devices and services. It targets overlapping casual-gamer audiences via a wider hardware-and-services ecosystem.
- Netflix Games: Netflix Games bundles mobile/TV gaming into a global video-streaming subscription, pursuing a comparable trans-media, broadband-bundling strategy to Amazon Luna's Prime Video integration.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Amazon Luna social profiles
Digital presenceAmazon Luna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amazon Luna leadership team
Management profileNumber of profiles
Profiles1 record
Amazon Luna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amazon Luna M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amazon Luna
What does Amazon Luna do?
Amazon Luna is a cloud gaming subscription service that streams video games from Amazon-managed servers to consumer devices such as Fire TV, web browsers, mobile, and desktop platforms, removing the need for a dedicated console or high-end PC. Customers subscribe to the Luna Premium library and to publisher-specific "Channels" (e.g., Ubisoft+) to access a rotating catalog of AAA, indie, and casual games played with a paired Luna Controller or other compatible gamepad.
Is Amazon Luna a public or private company?
Amazon Luna is a private company. It is classified as corporate owned and is currently operating.
When was Amazon Luna founded?
Amazon Luna was founded in 2020.
How does Amazon Luna make money?
Two revenue lines are on record. Prime Video Gaming Access are the primary driver. The others are luna Premium Subscription.
Who are Amazon Luna's main competitors?
Direct peers on record are Boosteroid, Shadow (Blade), Xbox Game Pass Ultimate, Xbox Cloud Gaming (Microsoft), PlayStation Plus Premium (Sony) and NVIDIA GeForce Now. Emerging players are Utomik and Vortex (Cloud Gaming). Broad incumbents are Apple Arcade and Netflix Games.
Does Amazon Luna have an API?
No public API is recorded for Amazon Luna.
What industry is Amazon Luna in?
Amazon Luna's product category is Cloud Gaming Services. Its primary akta.pro industry code is MPAFAHAA, Cloud Gaming Platform Operators (Subscription/On-Demand), with a secondary code of BPAMAKAD, Game Subscription & Membership Services.