Amazon push for cloud gaming

In late July 2026 Amazon’s gaming head Jeff Gattis told the BBC that rising hardware prices are driving a shift toward streaming games instead of buying consoles or PCs. He noted that while billions play video games, only a small fraction own dedicated hardware, creating a large, untapped audience for cloud services. Gattis described Amazon’s plan to embed its Luna cloud‑gaming platform into the Prime Video app, positioning Luna alongside movies and series.

Two days later he expanded on corporate advantages of cloud gaming, citing reduced piracy, tighter control of the user experience, and the ability to reach a broader market with subscription models. He acknowledged ongoing challenges such as latency and skepticism about a near‑term decline in console sales, but maintained that improvements in streaming technology will make cloud gaming increasingly viable.

On July 25 Gattis added that a RAM shortage is inflating console and PC prices, which could further accelerate the shift to services like Luna. He estimated 2.5‑3 billion worldwide gamers, with only 300‑500 million owning dedicated hardware, underscoring the market potential for smartphone‑ and tablet‑based streaming. While reviewers still note latency and occasional stuttering, Gattis views the hardware‑cost trend as a long‑term driver that may eventually diminish the need for dedicated gaming devices, positioning Amazon against rivals such as NVIDIA GeForce Now and Xbox Cloud Gaming.