Xbox boss Phil Spencer has mentioned in the past that he sees Google and Amazon, rather than Nintendo and Sony has the main competitors for Xbox moving forward, so he'll likely have been keeping a close eye on the reveal of Amazon Luna today, which serves as a competitor to Xbox Cloud Gaming with Xbox Game Pass.
The service is now rolling out in Early Access by invitation in the US, and allows players to take advantage of "a growing library of games" including the likes of Resident Evil 7, Control and A Plague Tale: Innocence at up to 4K/60fps for select titles, currently available on PC, Mac, Fire TV and web apps for iPhone and iPad.
Interestingly, Amazon has also partnered with Ubisoft to offer a premium "game channel" that will provide Ubisoft games in up to 4K resolution, mobile gameplay, and access to new titles when the channel launches like Assassins Creed Valhalla, Far Cry 6, and Immortals Fenyx Rising the same day they release.
The obvious difference between Amazon Luna and Xbox Cloud Gaming is the price - while Xbox offers access to the cloud at no additional cost with Xbox Game Pass Ultimate (100+ titles), Amazon Luna has an introductory early access price of $5.99 per-month, and that doesn't include access to the Ubisoft game channel.
Ultimately, it's still early days for both services, but it'll be interesting to see how this plays out.
Do you consider Amazon Luna a competitor to Xbox? Give us your thoughts in the comments.