Amazon has confirmed that it is retiring the Prime Gaming brand, but subscribers should rest assured that the benefits tied to the service will remain. The announcement was made directly to Amazon Prime subscribers, clarifying that the change is primarily a rebranding effort rather than a reduction in features.
What’s Changing for Prime Gaming Subscribers
The Prime Gaming label is being phased out and incorporated into Amazon Luna, the company’s cloud gaming platform. Despite the retirement of the name, subscribers will continue to enjoy the same perks they have come to expect, including:
- One free Twitch subscription per month
- Expanded emote sets and chat colors on Twitch
- Extended Twitch broadcast storage
- Monthly free games available to download and keep
Amazon emphasized that these benefits will not be negatively impacted and can still be redeemed in the same way as before.
A Familiar Transition
This isn’t the first time Amazon has rebranded its gaming benefits. In 2020, Twitch Prime was renamed to Amazon Prime Gaming, with minimal disruption for subscribers. Much like that transition, this latest move is expected to have little effect beyond a name change and a new association with Amazon Luna.
Why the Change Matters
Amazon has frequently adjusted its Prime subscription benefits over the years, adding or removing features as it adapts to market demands. Keeping Twitch perks intact is particularly important, as many streamers rely on Prime subscriptions for consistent support. With rival platforms like Kick attempting to lure creators away from Twitch, it makes sense that Amazon would avoid weakening one of its strongest subscriber benefits.
For most users, the transition will be seamless: the Prime Gaming name may be gone, but the core perks — from free Twitch subscriptions to free games — are here to stay, now under the umbrella of Amazon Luna.
