3 min learnMight 9, 2026 12:07 PM IST
Amazon is introducing a brand new TikTok-style characteristic known as “Clips” to the Prime Video app, giving customers a contemporary technique to uncover motion pictures and TV exhibits by way of short-form vertical movies. The characteristic is designed to make shopping content material faster and extra partaking, particularly for cellular customers preferring quick, scrollable suggestions.
The brand new Clips feed will present quick snippets from exhibits and films out there on Prime Video. Customers can scroll by way of these clips very like they’d on TikTok, Instagram Reels, or YouTube Shorts. From throughout the feed, viewers can immediately add a title to their watchlist, share it with pals, or begin watching, renting, or shopping for the featured content material immediately by way of Prime Video.
Amazon says the characteristic is aimed toward serving to customers uncover leisure extra simply by way of personalised suggestions. In line with Brian Griffin, Director of International Utility Experiences at Prime Video, the Clips characteristic is designed for each fast shopping periods and longer viewing choices.
“Clips offers prospects a complete new technique to browse with quick, personalised snippets tailor-made to their pursuits,” Griffin mentioned within the firm announcement.
The transfer doesn’t come as a shock, as a number of main streaming platforms have already launched related options lately. Netflix, Disney+, Peacock, Tubi, and others have been experimenting with vertical video feeds to enhance content material discovery and preserve customers engaged inside their apps. Netflix even makes use of the identical “Clips” branding for its short-form preview expertise.
Amazon had earlier examined the idea throughout the NBA season, when Prime Video displayed quick sports activities spotlight movies in a scrollable format just like social media feeds. The corporate seems to now be increasing that concept to motion pictures and TV exhibits.
The Clips characteristic is presently rolling out to pick out customers in the USA on iOS, Android, and Hearth tablets. Customers can entry it by way of a Clips carousel on the Prime Video cellular homepage, which opens right into a full-screen vertical feed. Amazon says broader availability is anticipated later this summer season.
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The launch displays a rising development within the streaming trade, the place platforms are more and more borrowing concepts from social media apps to assist customers spend much less time looking and extra time watching.
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