Amazon has started trialing a new vertical video short form feature on its streaming service, Prime Video, as more and more streaming services look towards social media apps in an attempt to enhance their user experience and discoverability.
This new feature is being introduced in the name of “Clips”, where a TikTok-style scrollable feed of vertical videos will be added to the Prime Video application for browsing through movie and show snippets.
This new step brings Amazon in line with many other streaming companies that have tried similar features in recent years, including Netflix, Disney+, Peacock, and Tubi.
Prime Video’s new ‘Clips’ feed explained
The new feature allows users to scroll through personalised short-form video previews directly within the Prime Video mobile app. The vertical feed is designed to function similarly to TikTok, Instagram Reels and YouTube Shorts, offering quick previews aimed at helping users discover new content faster.
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From within the Clips interface, viewers can directly:
Add shows or movies to their watchlist
Share titles with others
Begin streaming immediately
Rent or purchase featured content
According to Amazon, the feature is intended to simplify browsing and reduce the time users spend searching for content.
Brian Griffin, Director of Global Application Experiences at Prime Video, said the feature is designed around personalised recommendations and faster decision-making for viewers.
“Clips gives customers a whole new way to browse with short, personalised snippets tailored to their interests,” Griffin said in the company’s announcement.
Streaming platforms increasingly borrowing from social media
The launch reflects a wider shift across the streaming industry, where platforms are increasingly adopting social media-inspired interfaces to improve retention and discovery.
Netflix had earlier introduced a similar vertical preview experience for mobile users, while other streaming services have also experimented with swipe-based browsing tools.
Amazon itself previously tested short-form vertical highlight clips during NBA coverage on Prime Video before expanding the concept to entertainment content.
Industry analysts believe streaming services are now focusing heavily on reducing “decision fatigue”, the time users spend scrolling through large libraries without choosing content.
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Short-form previews are increasingly being used as a way to quickly capture attention and push viewers toward immediate engagement.
Rollout currently limited to select users
Clips is now gradually being made available to certain US-based individuals who use iOS, Android, and Fire tablets. The feature can be accessed via the Clips carousel located on the main page of the Prime Video app. This opens up to a full-screen vertical scroll layout.
According to Amazon, the availability of the feature is set to increase this summer season. It remains to be seen whether this would be rolled out worldwide or in India during the next few months.
This latest development further shows that entertainment platforms continue to integrate the streaming and social media experience as the competition intensifies among mobile-first users.
