Amazon has announced a new short-form video feature called “Clips” for the Prime Video app. The feature is designed to help users discover new shows and movies through short vertical videos, similar to the experience offered by apps like TikTok and Instagram Reels.
The new Clips feed will show short snippets from shows and movies available on Prime Video. Users can scroll through these clips and quickly decide if they want to watch the full content. From the clip itself, users can add a title to their watchlist, share it with friends, or directly rent, buy, or stream the title through their Prime subscription.
Amazon says the feature is aimed at making content discovery easier and more engaging. Brian Griffin, Director of Global Application Experiences at Prime Video, said Clips offers customers “a whole new way to browse” with personalized short videos based on their interests.
The move does not come as a surprise. Most major streaming platforms are now experimenting with short-form content discovery. Netflix already offers a similar feature and even uses the same “Clips” branding. Platforms like Peacock, Tubi, and Disney+ have also introduced short video feeds to keep users engaged and help surface content more quickly.
Amazon had already tested this concept during the NBA season by showing basketball highlights in a vertically scrollable feed. The company appears to have seen enough engagement to expand the idea into entertainment content across Prime Video.
Initially, Clips is rolling out to select users in the U.S. on iOS, Android, and Fire tablets. Amazon says the feature will become available to more users later this summer.
