Prime Video Launches Short-Form Video Clips Feed for Easier Content Discovery

Amazon has introduced a new short-form video feed called “Clips” within its Prime Video app, initially rolling out in the United States. The feature showcases short snippets of Prime Video content, designed to engage viewers and encourage them to explore full shows. Users can save titles to their watchlist, share clips with friends, or navigate directly to rent, buy, or stream the content through their subscription. Brian Griffin, Prime Video’s director of Global Application Experiences, emphasized that Clips offers personalized content tailored to individual user interests, providing a quick way to discover entertainment whether users have a few minutes or more time to watch. Amazon first tested this feature during the NBA season with highlight reels, allowing users to scroll through content in a format similar to TikTok. This move aligns Prime Video with other streaming platforms like Netflix, Disney+, Peacock, and Tubi, which have also launched short-form feeds to promote content discovery. Clips will be available on iOS, Android, and Fire tablets, accessible via a dedicated carousel on the mobile app home page. A broader rollout is expected this summer, aiming to enhance user engagement and simplify content browsing in a familiar vertical video format.