BREAKING: Amazon just rewired The Game Awards. Prime Video carried the show. The Amazon store went live with time locked deals. Amazon Game Studios dropped major reveals. Three moves, one night, and a clear message to the industry. The lines between platform, store, and publisher are now thin.
Prime Video becomes a main stage for The Game Awards
For the first time, The Game Awards streamed on Prime Video. The show aired live from the Peacock Theater in Los Angeles. Prime members could watch in the same app they use for movies and shows, at no extra cost. That matters. It places a huge gaming event inside a mainstream TV service that runs on almost every screen.
The stream sat beside Twitch and YouTube, not behind them. Amazon expanded reach without cutting off the core audience. Closed captions and multiple device formats were available. That kept the stream accessible on living room TVs, phones, and consoles. It looked and felt like a premium broadcast, and it met viewers where they already are.
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The store came to the show, in real time
While the show ran, Amazon lit up a “Shop The Show” hub with limited time offers. Discounts targeted nominated games, fresh announcements, and key hardware. Some flash deals expired within 24 hours. The dedicated Game Awards storefront remains up through December 31, with rolling promos and restocks.
This was not a loose tie in. Pricing moved during the broadcast. New pages appeared as trailers ended. The commerce engine was synced to the show run of play. For users, it felt immediate. See it, then buy it. For Amazon, it linked hype to checkout in a single session.
Many deals end fast. The Game Awards storefront stays live through December 31, but individual offers may not.
On phones and TVs, the flow was simple. Viewers could jump from the Prime Video app to the Amazon product page with a few clicks. That low friction path turned attention into action. Expect this pattern to show up in other live events across Prime Video.
Amazon Game Studios steps into the spotlight
The content punch landed too. Amazon Game Studios helped anchor the show with big reveals. Lara Croft is back, and not just once. Two new Tomb Raider titles were announced, Tomb Raider: Catalyst and Tomb Raider: Legacy of Atlantis. Catalyst returns to a classic, confident Lara in a story set in northern India, targeting 2027. Legacy of Atlantis reimagines the 1996 original for modern systems, slated for 2026.
Bond fans also got a surprise. IO Interactive’s 007: First Light introduced Lenny Kravitz as the villain, Bawma. The project is tied to Amazon MGM Studios, which reinforces how Amazon can align IP, talent, and distribution. It is a clean example of the company’s media flywheel in motion.
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What this means for the industry
This was a full stack play. Amazon controlled distribution, owned the retail conversion, and showed off first party content. Competitors now face a tougher question. Do they partner with Amazon for reach, or build their own stack to match the flow from screen to cart.
For YouTube and Twitch, the message is clear. Prime Video is not just for Hollywood. For publishers, award shows are no longer only about trailers and trophies. They are also pop up storefronts. That can lift sales, but it also raises the cost of not showing up.
For console makers and PC storefronts, the threat is subtle. Amazon can influence buying windows around live moments. If that behavior sticks, it could shift when and where players spend money. The winner is the platform that ties discovery to purchase with the least friction.
If you missed a deal during the show, check the Game Awards storefront daily. Some items cycle back in short waves.
What changes for gamers today
- You can watch the full show on Prime Video, alongside Twitch and YouTube.
- Time limited deals are live across games and gear, with some expiring within 24 hours.
- Two Tomb Raider games are on the calendar, with modern and classic flavors.
- A new Bond game, with star power, is set to headline 2026.
How this affects users right now
Choice is the headline. You can watch where you want, and you can act on what you see. Prices moved in real time, which rewarded quick decisions. But it also pushed impulse buys. That tension will define future live events on Prime Video.
For fans, the content slate looks strong. Two Lara Croft adventures, one modern, one throwback, give the franchise room to breathe. Bond gets a fresh entry with a known face. These reveals set a clear pipeline into 2026 and 2027.
Frequently Asked Questions
Q: Do I need a Prime subscription to watch the show on Prime Video?
A: Yes, Prime Video access requires a Prime account. The show streamed at no extra cost to members.
Q: Where do I find the “Shop The Show” deals?
A: Search for the dedicated Game Awards storefront on Amazon. It will run offers through December 31, with some items expiring sooner.
Q: How long did the flash discounts last?
A: Many ran for about 24 hours from the broadcast window. Some ended earlier based on inventory.
Q: What platforms will the new Tomb Raider games support?
A: Expect modern consoles and PC. Final platform lists and specs will be detailed closer to release.
Q: When is 007: First Light coming?
A: IO Interactive is targeting 2026. More gameplay and platform details will follow in 2025.
Conclusion
Amazon just turned The Game Awards into a connected experience, from couch to cart to calendar. Streaming, shopping, and game reveals moved as one. This is not a one night experiment, it is a blueprint. The next big show will not just be something you watch. It will be something you can act on, right away. 🎮
