Prime Video Launches "Clips": A New Short-Form Video Feed for Content Discovery
Amazon is rolling out a new feature called "Clips" within its Prime Video app, designed to help users discover shows and movies through a vertical, short-form video feed.
"Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests." — Brian Griffin, Director of Global Application Experiences at Prime Video
How It Works
The feature will display short clips of shows available on the platform. Users can scroll through the vertical feed, reminiscent of other social media-style interfaces. From any clip, viewers can:
- Add the associated title to their watchlist
- Share the clip with others
- Access full content, either by renting, purchasing, or streaming via a subscription
Rollout Schedule
The feature is launching first in the United States on iOS, Android, and Fire tablets. Amazon has indicated that broader availability is expected by summer 2025.
Industry Context
Amazon previously tested a similar short-form feed during the NBA season, focusing on game highlights. The company is far from alone in this approach. Several other major streaming services have introduced comparable short-form video feeds for content discovery, including:
- Netflix
- Peacock
- Tubi
- Disney+
The move aligns with a broader industry trend toward using bite-sized, algorithmically curated video previews to help viewers find their next watch.