Amazon officially unveiled “Clips” this Friday, a new short-form video feed integrated directly into the Prime Video app. Designed to streamline content discovery, the feature provides users with personalized, bite-sized snippets from the platform’s extensive library, aiming to convert casual scrollers into viewers of full-length series and films.
How the “Clips” Experience Works
The new interface functions similarly to popular short-form platforms, offering a vertical, full-screen scrollable feed. When a viewer finds a snippet that sparks interest, the app provides immediate interactive options. Users can seamlessly add the title to their watchlist, share the content with friends, or jump directly to the full movie or show to rent, purchase, or stream it via their current subscription.
“Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,” stated Brian Griffin, director of Global Application Experiences at Prime Video. “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.”
Strategic Shift Toward Short-Form Discovery
This rollout follows a successful test phase during the NBA season, where Amazon experimented with scrolling highlight reels. By adopting this format, Prime Video joins a growing list of streaming giants—including Netflix, Disney, Peacock, and Tubi—that have implemented similar discovery tools to fight content fatigue and increase user engagement.
Availability and Rollout Schedule
Amazon is currently deploying the update to select customers in the United States. The feature is accessible on iOS, Android, and Fire tablets by navigating to the “Clips” carousel located on the Prime Video mobile home page. A broader release is scheduled for later this summer, bringing the vertical feed experience to a wider global audience.