Amazon Prime Video is rolling out a new feature called 'Clips,' a vertical, scrollable feed of short video snippets from its movies and TV shows, designed to help users discover content. The feature, which began appearing for some users in late March 2025, resembles the short-form video feeds popularized by TikTok and already adopted by competitors like Netflix and Disney+.
According to TechCrunch, the Clips feed is accessible from the Prime Video app's home screen and presents a continuous stream of brief excerpts, typically lasting a few seconds to a minute. Users can swipe vertically to move between clips, and each clip includes a 'Watch Now' button that takes them directly to the full title. Engadget reported that the feed also includes options to like, share, or add a title to a watchlist directly from the clip interface.
Both outlets noted that the feature is currently limited to certain devices and regions, with a broader rollout expected. TechCrunch stated that Amazon had not officially announced the feature at the time of reporting, but confirmed its existence through user reports and screenshots. Engadget cited a company spokesperson who said, 'We're always experimenting with new ways to help customers discover content they'll love.'
The introduction of Clips follows similar moves by other streaming platforms. Netflix launched its 'Fast Laughs' feed in 2021, and Disney+ added a short-form video carousel in 2023. These features aim to increase engagement and reduce the time users spend browsing, a challenge known as 'decision paralysis' in the streaming industry. TechCrunch noted that Amazon's implementation appears more integrated into the main interface than some competitors, placing the feed prominently on the home screen.
Engadget highlighted that the Clips feed is part of a broader trend of streaming services borrowing interface elements from social media platforms. The article quoted an unnamed industry analyst who said, 'It's a recognition that younger audiences are accustomed to vertical, snackable content.' TechCrunch also mentioned that Amazon has been investing in short-form content, including its 'Freevee' ad-supported service, which already features a similar discovery tool.
No right-leaning sources reported on this story. The coverage from left-leaning tech outlets focused on the feature's functionality and competitive context, without political commentary. The feature is currently in a limited testing phase, and Amazon has not provided a timeline for a full public launch.
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