Amazon rebrands Twitch Prime as Prime Gaming to broaden audience

Posted byby Dean Takahashi
August 10, 2020
Updated June 18, 2025
4 min

Amazon has rebranded its Twitch Prime membership benefits program as Prime Gaming. The move is part of an attempt to broaden the appeal of the benefits to players who don’t have Twitch livestreaming accounts or don’t consider themselves to be enthusiast gamers.

One of the little-known secrets about Twitch Prime is that you are a member already if you have an Amazon Prime subscription, which entitles you to benefits such as free shipping, discounts on a lot of products, and so on. That stays the same with Prime Gaming. One of the big changes is that you no longer need a Twitch account ID in order to get the benefits, Prime Gaming general manager Larry Plotnick said in an interview with GamesBeat.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.