Brandwave

Amazon Luna vs Xbox Game Pass:Which is more popular?

In September 2026, Xbox Game Pass had more branded searches than Amazon Luna among online game platforms worldwide. Xbox Game Pass had about 1.5 million branded searches, while Amazon Luna had 550,000. Xbox Game Pass made up 0.54% of all online game platform searches we track, and Amazon Luna accounted for 0.2%. When we asked ChatGPT and Google AI Overviews about online game platforms, Xbox Game Pass appeared in four of the five answers and Amazon Luna in two. Xbox Game Pass was mentioned before Amazon Luna in three out of four answers that named either.

Among online game platforms worldwide in September 2026

Who do people search for more?

Xbox Game Pass, about 3 searches for every 1 for Amazon Luna

Xbox Game Pass 1.5M searchesAmazon Luna 550K searches

Who does AI mention more?

Xbox Game Pass, mentioned in 4 of 5 answers, Amazon Luna in 2

Xbox Game Pass in 4 of 5Amazon Luna in 2 of 5

Who does AI recommend more?

Xbox Game Pass, named ahead of Amazon Luna in 3 of 4 answers

Xbox Game Pass first in 3Amazon Luna first in 1

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Top online game platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xbox Game Pass was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Amazon Luna was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Xbox Game Pass was listed before Amazon Luna in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Steam1st
  2. Epic Games2nd
  3. Roblox3rd
  4. GeForce Now4th
  5. Poki5th
  6. Xbox Game Pass6th
  7. Amazon Luna7th
  8. CrazyGames8th
  9. Minecraft–
  10. EA–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Epic Games5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Steam5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Poki4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Xbox Game Pass4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Roblox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GeForce Now3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • CrazyGames2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Luna2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Minecraft0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • EA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online game platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Is Amazon Luna or Xbox Game Pass more popular in search?

This chart shows how often people search Google for Amazon Luna and Xbox Game Pass by name. Each line represents a brand's share of searches for all ten online game platforms we track, month by month, from English-language searches worldwide.

Amazon Luna and Xbox Game Pass among online game platforms worldwide, by month

Share of searches by month for Xbox Game Pass, Amazon Luna. The figures are in the table below the chart.

View monthly share of searches table
MonthPokiRobloxCrazyGamesMinecraftEpic GamesGeForce NowEAXbox Game PassAmazon LunaSteam
Oct 202540.4%32.9%12.1%8.1%3.6%0.6%0.89%1.1%0.15%0.07%
Nov 202535.5%35.5%13.1%8.8%4.8%0.79%0.64%0.64%0.24%0.09%
Dec 202536.6%29.8%9%9%13.4%0.81%0.54%0.54%0.16%0.11%
Jan 202635.3%35.3%10.6%10.6%5.8%0.78%0.64%0.64%0.19%0.11%
Feb 202639.4%32.5%11.9%9.7%4.3%0.71%0.59%0.59%0.18%0.1%
Mar 202642.4%28.4%12.7%10.4%3.8%0.77%0.63%0.63%0.13%0.08%
Apr 202644.7%30%11%9%3.3%0.66%0.54%0.54%0.2%0.07%
May 202643.3%29%13%8.7%3.9%0.64%0.64%0.64%0.16%0.09%
Jun 202644.7%29.9%11%9%3.3%0.66%0.66%0.44%0.2%0.2%
Jul 202648.2%26.4%9.7%9.7%3.6%0.71%0.71%0.47%0.26%0.26%
Aug 202646.9%25.7%11.5%9.4%4.2%0.85%0.69%0.46%0.21%0.14%
Sep 202644.6%29.9%10.9%9%3.3%0.81%0.66%0.54%0.2%0.07%

How has the Amazon Luna and Xbox Game Pass comparison changed over the last 12 months?

3 findings

How did search popularity change for online game platforms worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for Amazon Luna worldwide rose 22.2% over 12 measured months, from 450K to 550K in September 2026.

  2. Estimated monthly branded searches for Xbox Game Pass worldwide fell 55.2% over 12 measured months, from 3.4M to 1.5M in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Amazon Luna’s and Xbox Game Pass’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Amazon Luna

1 branded search term

  • amazon luna

Xbox Game Pass

1 branded search term

  • xbox game pass

How the Brand Demand Index is measured

Other head-to-heads among online game platforms

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