Amazon is making one of the most obvious changes to its gaming strategy yet: putting its cloud gaming service, Luna, directly inside Prime Video.

Launched on Thursday, Prime members in the U.S. and U.K. using a Fire TV can launch Luna games from a new Games tab inside the Prime Video app. The feature means eligible Prime subscribers can jump into Luna's rotating games catalog without downloading additional software, using either a compatible controller or their smartphone as a gamepad.

Amazon has spent years trying to establish Luna as a cloud-gaming alternative, but the service has struggled with a discoverability problem that goes beyond the “too many games” conundrum. Prime subscribers have long received access to a curated Luna library as part of their membership, yet according to Amazon Games GM Jeff Gattis earlier this year, many likely have no idea the benefit exists.

“We had all these assets, but we weren’t using any of them,” Gattis said of Luna’s inability to breakthrough, even within Amazon’s ecosystem.

'I looked at a prototype as something pretty interesting just a couple weeks ago'

The addition of the Luna tab to Prime Video sounds like a make-or-break inflection point for a service that has seen nonstop turbulence — but also one that looks good on paper, with tons of free games for subscribers.

“I keep saying you could argue that we’re the largest paid gaming subscription in the world,” Gattis said. “Nobody knows they have it.”

Whether another tab in Prime Video changes Luna's fortunes remains to be seen. The strategy echoes Netflix's own decision to add games to its streaming app, an experiment that has yet to fundamentally reshape its gaming ambitions but keeps it trucking along; Netflix’s critically maligned FIFA revival was apparently a hit based on internal metrics, as was the low-key experimental release Unhinged from Oxenfree developer Night School Studio.

For Amazon, making Luna impossible to miss is a necessary step to compete in the “everything app” arena. Now we wait to see if Prime Video users turn the AI-powered Courtroom Chaos: Starring Arnold Schwarzenegger into a bona fide hit.