What Amazon Games does

Amazon Games is a gaming division of Amazon.com, Inc. (NASDAQ: AMZN) that develops, publishes, and distributes video games and operates the Amazon Luna cloud gaming platform. Headquartered in Seattle, Washington and established as Amazon's internal gaming arm in the mid-2010s, the division was consolidated in 2025-2026 under General Manager Jeff Gattis to combine Amazon Luna, Amazon Game Studios, and Prime Gaming into a single operating unit, after Christoph Hartmann's departure as head of Amazon Game Studios. The division is positioned as a trans-media entertainment vehicle that targets hundreds of millions of existing Prime subscribers and the 2.5 billion global mobile gamer population rather than the saturated hardcore console/PC segment.

The division's technology stack centers on Amazon Luna's cloud gaming infrastructure and Unreal Engine 5 game development, with the upcoming Tomb Raider: Catalyst running on UE5 and set in India as the largest entry in franchise history. Amazon's game pipeline includes Tomb Raider: Throne of Atlantis remake (February 2027) under a licensing partnership with Embracer Group-owned Crystal Dynamics, plus an externally developed Tomb Raider live-action Prime Video series starring Sophie Turner. Broader IP agreements cover the Fallout franchise (Bethesda) and the James Bond franchise, supporting Amazon's strategy of building trans-media ecosystems that connect games, television, film, and merchandise around shared intellectual property.

Amazon Games' commercial model was restructured between April and June 2026, when Luna discontinued a-la-carte game purchases, the Bring Your Own Library feature, and third-party storefronts operated by EA, Ubisoft, and GOG. Luna is now positioned as a bundled entertainment perk inside Amazon Prime, with a Luna Premium tier available at approximately $9.99/month and complimentary Premium months offered as goodwill to users affected by the feature removals. Distribution occurs primarily through Prime Video's interface and pre-installed access on Fire TV devices in the US and UK. The division's operating status reflects recovery from a difficult period, including approximately 300 layoffs on October 28, 2025 as part of Amazon's companywide 14,000-worker reduction, the halting of an in-development Lord of the Rings title, and the absence of segment-level revenue disclosure within Amazon's consolidated reporting.

Name

Amazon Games

Legal name

Amazon.com, Inc.

Website

https://amazon.com

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Amazon Games is Amazon.com's gaming division, operating the Luna cloud gaming platform and developing trans-media entertainment properties including Tomb Raider, Fallout, and James Bond, targeting hundreds of millions of Prime subscribers and 2.5 billion mobile gamers globally.

Ownership category

akta.pro rank

Product category

Cloud Gaming

NAICS

Software Publishers (513210), Software Publishers (5132)

akta.pro primary industry

Cloud Gaming Platforms (BPAMAKAC)

akta.pro secondary industries

Cloud/Streaming Distribution Channels (Instant Play, Streaming-first Catalogs) (MPAFABAJ), Cloud Gaming & Game Streaming Platforms (MPACAAAN), Cloud Gaming Infrastructure & GPU Cloud Providers (IaaS/PaaS for gaming) (MPAFAHAC)

Keywords

• Cloud gaming platform
• Video game publishing
• Multiplayer game development
• Game subscription services
• Trans-media gaming ecosystem

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Luna Premium Subscription: Cloud gaming subscription service offered at ~$9.99/month. Following April-June 2026 restructuring, Luna transitioned from a-la-carte game purchases to bundled Prime membership perk. Some users received complimentary Luna Premium months as goodwill gesture following removal of game ownership features.
2. Trans-media IP Ecosystem: Amazon is building a trans-media ecosystem around intellectual properties including Fallout, James Bond, and Tomb Raider, connecting movies, TV series, games, and merchandise. This includes live-action TV productions like the Tomb Raider series starring Sophie Turner.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Amazon Games develops and publishes multiplayer video games and operates Amazon Luna, a cloud gaming platform that streams games directly to consumer devices (including Fire TV and through Prime Video) without requiring expensive consoles or gaming PCs. The division also publishes licensed titles such as upcoming Tomb Raider games (Tomb Raider: Catalyst and Tomb Raider: Throne of Atlantis) and bundles gaming perks into Amazon Prime via Prime Gaming.

Product overview

Amazon Games operates a multi-platform gaming portfolio consisting of Amazon Luna (cloud gaming platform), Amazon Game Studios (internal development), and Prime Gaming (subscriber benefits). Following a strategic repositioning in 2025-2026, Amazon consolidated these divisions under GM Jeff Gattis while retreating from traditional PC and console publishing, integrating Luna into Prime Video as a bundled entertainment perk. The company is pursuing a trans-media ecosystem strategy around shared intellectual properties including Tomb Raider, Fallout, and James Bond.

Differentiator

Problem solved

Functional benefit

Brands

• Amazon Luna: Cloud gaming platform launched in 2022, integrated into Prime Video and Fire TV, offering streaming access to hundreds of millions of Prime Video subscribers without separate subscriptions.
• Tomb Raider: Catalyst
• Tomb Raider: Throne of Atlantis

Quantifiable outcome

• Luna integrated into Prime Video grants access to hundreds of millions of subscribers
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Embracer Group (Crystal Dynamics)coreStrategic or Co-development Partner · 25 July 2026Amazon Games developing Tomb Raider: Catalyst (delayed to 2028) and Tomb Raider: Throne of Atlantis remake (Feb 2027) under licensing agreement with Embracer Group-owned Crystal Dynamics. Tomb Raider: Catalyst set in India on Unreal Engine 5, promised to be largest franchise entry since 2018's Shadow of the Tomb Raider.
• Sophie TurnerflagshipStrategic or Co-development Partner · 25 July 2026Sophie Turner starring in Amazon's live-action Tomb Raider TV series, part of trans-media ecosystem strategy connecting film, TV, and gaming around shared IP.
• James Bond IP HolderscoreStrategic or Co-development Partner · 24 July 2026Amazon building trans-media ecosystem including games around James Bond intellectual property, part of strategy to connect movies, TV, games, and merchandise.
• Bethesda (Fallout IP)coreStrategic or Co-development Partner · 24 July 2026Fallout included in Amazon's trans-media IP ecosystem strategy alongside Tomb Raider and James Bond, targeting 2.5 billion mobile gamers.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tencent Games: Global gaming publishing and platform giant with investment and operating reach across mobile and PC — a comparable at-scale publisher adjacent to Amazon's mobile-gamer positioning.
• Electronic Arts (EA): Major game publisher; previously operated a storefront on Luna and competes for AAA publishing share, subscription services (EA Play), and sports/FPS franchises.
• Apple (Apple Arcade): Subscription-based gaming service bundled into the Apple ecosystem, targeting casual/mobile-first gamers with a similar Prime-style value proposition to Luna's mobile-gamer pivot.
• Ubisoft: Major game publisher that previously operated a third-party storefront on Luna and competes in trans-media IP (Assassin's Creed, Far Cry) — a similar AAA publishing profile to Amazon Game Studios.
• Sony Interactive Entertainment (PlayStation Plus): PlayStation Plus Premium includes cloud streaming of PS3/PS4/PS5 titles and is a broad incumbent subscription/cloud gaming offering competing with Luna for mainstream gaming time.
• Crystal Dynamics / Embracer Group: Owner/developer of the Tomb Raider IP that Amazon Games licenses from; closely tied through co-development of Tomb Raider: Catalyst and Throne of Atlantis remake.

Direct peers

• Microsoft Xbox (Game Pass / xCloud): Operates Xbox Game Pass Ultimate with cloud streaming (xCloud) — the most direct subscription/cloud gaming competitor to Amazon Luna, targeting overlapping mainstream gaming audiences.
• NVIDIA (GeForce Now): Operates one of the largest cloud gaming infrastructure platforms (GeForce Now), competing head-to-head with Luna on streaming capability, latency, and game library breadth.
• Netflix Games: Bundles mobile and cloud-adjacent games into its streaming subscription, mirroring Amazon's strategy of attaching gaming as a perk to a large existing entertainment subscriber base.

Emerging players

• Boosteroid: Independent cloud gaming service offering subscription streaming of PC games; competes directly with Luna in the standalone cloud-gaming subscription category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/amazon-games

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amazon Games