Short-video format is transforming streaming discovery as Amazon introduces a new “Clips” feed on the Prime Video mobile app, joining features like Netflix’s Fast Laughs and Disney+ short previews. The vertical, scrollable feed lets users browse personalised snippets from movies, series, and sports, making it quicker and more engaging to decide what to watch next.
The new Clips feature is displayed in a vertical feed on the Prime Video home page, providing a quick and simple browsing experience reminiscent of short-form video platforms. Users can immediately add shows to their watchlist, share clips with friends, or begin streaming, renting, or purchasing any content that interests them.
Brian Griffin, Prime Video’s director of global application experiences, characterized the feature as an easy method for customers to find entertainment that is both relevant and engaging for them.
The Clips feed is displayed as a carousel on the Prime Video home screen. When users tap on it, they are taken to a full-screen, vertical feed of short, personalised video snippets tailored to their viewing history.
Each clip comes with several interactive options, including:
Watch the full movie or show
Rent or purchase the title
Subscribe to gain access
Add to watchlist
Like or share with others
This layout replicates TikTok’s recognizable swipe-and-scroll interface but focuses on discovering entertainment rather than user-generated content. The introduction of Clips aligns with Prime Video’s broader effort to enhance its mobile experience.
The Clips feed is currently being introduced to a subset of users in the United States on iOS, Android, and Fire tablets, with full access expected later this summer. Amazon plans to expand availability further by summer 2026. The update highlights the increasing use of short-form content experiences to enhance content discovery and boost viewer engagement on streaming platforms.
