Amazon Prime members get 20% off games in effort to counter Best Buy, GameStop, and EA Access

Retailers want loyal gaming customers, and another one is showing today that it’s willing to offer discounts to keep you coming back.

Amazon is adding a 20 percent discount on new, physical video games to all of its Prime members (via Time). That means if you have Amazon Prime for the free two-day shipping, the Amazon Instant Video, or its music services, you now also save money on any new release for PlayStation 4, Xbox One, and PC. For a $60 console game, as an example, this will save you about $12. Console and PC gaming is a $55 billion business, and this is the latest effort by Amazon to capture as much of that market as possible while also bolstering the features of its $99 Prime service.