Amazon's Prime Video is introducing a new feature called Clips, a scrollable vertical feed of short video snippets from its library of shows and movies. The feature, which began rolling out in the United States on iOS and Android, is designed to help users discover content by swiping through brief, TikTok-style previews. According to TechCrunch, the Clips feed will appear in the app's navigation bar and present snippets from a variety of titles. Users can swipe vertically to browse, and if a clip catches their interest, they can add the corresponding show or movie to their watchlist directly from the feed.
Engadget reported that the feature functions as a vertical recommendation carousel, similar to the interface popularized by TikTok. The feed allows users to scroll through short clips of Prime Video content, offering a new way to encounter programming without navigating traditional menus.
The move follows similar initiatives by other streaming platforms. Netflix previously introduced Fast Laughs, a feed of short comedy clips, and Kids Clips, a vertical video feature aimed at younger viewers. Disney+ has also added vertical shorts to its app. Prime Video's Clips feed aligns with this broader industry trend of incorporating short-form, swipeable video feeds to boost engagement and content discovery.
TechCrunch noted that the Clips feature is part of Prime Video's ongoing efforts to enhance user experience and surface more of its catalog. The feed is expected to evolve over time, potentially incorporating personalized recommendations based on viewing history. Engadget highlighted that the feature arrives as short-form video continues to dominate digital media consumption, with platforms across entertainment and social media adopting similar formats.
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