Amazon is making a serious play for gamers' dollars today, extending a 20 percent discount on all new and pre-release video games to subscribers of the $100/year Amazon Prime service. The discount only applies to physical games (excluding console bundles) and expires two weeks after a game's launch. Discounts will show up once subscribers put the games in their shopping carts.

This new benefit puts Amazon on similar ground to Best Buy, whose Gamers Club Unlocked program provides a similar 20 percent discount on new video games (as well as bonuses on trade-in games and discounts on used games). Best Buy's program cost $120 for a two-year subscription when it launched in 2012, but that subscription now goes for just $30.

Amazon Prime's gaming discounts come on top of free Release Date delivery that Amazon already provides to Prime members for many pre-ordered games. The Prime subscription also comes with benefits including the streaming Prime Video and Prime Music services, cloud photo storage on Prime Photos, and free two-day shipping on most products.