Amazon has officially introduced a short-form video feed titled “Clips” to its Prime Video app, as announced by the company this Friday. The feature aims to transform how users discover content by offering bite-sized previews of original series and films.
How the ‘Clips’ Experience Works
Initially rolling out in the United States, this feature provides curated snippets of shows currently available on the platform. These segments are engineered to captivate viewers, encouraging them to dive into the full-length episodes. The interface allows users to seamlessly add titles to their watchlist, share content with friends, or immediately transition to renting, purchasing, or streaming the full title via their existing subscription.
“Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,” stated Brian Griffin, Prime Video’s director of Global Application Experiences. “Whether they have a few minutes to scroll or are looking for something to watch when they have more time, entertainment is just a tap away.”
From NBA Trials to Platform Standard
The implementation of this vertical, scrollable feed follows a successful pilot program during the recent NBA season. During that period, Amazon tested the format by showcasing game highlights, allowing users to navigate content with the same intuitive, vertical-scrolling motion popularized by TikTok.
Amazon’s move aligns with a broader industry trend toward short-form discovery interfaces. Competitors including Netflix, Peacock, Tubi, and Disney have all integrated similar experiences to combat the “choice paralysis” often associated with streaming libraries. Notably, Netflix has already adopted a similar feature, even utilizing the same “Clips” branding.
Availability and Access
The rollout of Clips is currently limited to select customers in the U.S. across iOS, Android, and Fire tablets. A wider release is scheduled for later this summer. To access the feed, users can scroll down to the Clips carousel located on the Prime Video mobile home page, which triggers a full-screen, vertical viewing experience.
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