Amazon Introduces 'Clips' Short-Form Video Feed on Prime Video

Amazon has rolled out a new short-form video feed called 'Clips' on its Prime Video app, allowing users to browse through personalized snippets of shows tailored to their interests.

Amazon first tested this short-form feed during the NBA season, showing highlights that users can scroll through as though they're watching TikToks.

It's not a surprise to see Prime Video make this change – Netflix, Peacock, Tubi, Disney, and others have recently rolled out similar experiences, which are designed to promote discovery. Netflix's short-form feed even shares the Clips name.

Clips is first rolling out to select U.S. customers on iOS, Android, and Fire tablets, but it will be available more broadly this summer. Users can navigate to Clips by scrolling down on the Clips carousel on the Prime Video mobile home page, which will surface a full-screen vertical feed.

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• The new feature is designed to promote discovery and entertainment for users.
• Clips will include short clips of shows on Prime Video that are designed to hook a viewer and get them to give the full show a try.
• Users can add a title to their watchlist, share it with a friend, or navigate to rent, buy, or access the title through their subscription.
• Clips is first rolling out to select U.S. customers, but it will be available more broadly this summer.

‘Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,’ said Prime Video's director of global application experiences, Brian Griffin, in a press release.

Amazon is competing with other streaming services that have recently rolled out similar experiences, including Netflix, Peacock, Tubi, and Disney.

The new feature is designed to promote discovery and entertainment for users, and it will be available on iOS, Android, and Fire tablets.

Amazon's new feature is a response to the growing trend of short-form video content, and it will be interesting to see how users react to it.

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• The new feature is designed to promote discovery and entertainment for users.

• Clips will include short clips of shows on Prime Video that are designed to hook a viewer and get them to give the full show a try.

• Users can add a title to their watchlist, share it with a friend, or navigate to rent, buy, or access the title through their subscription.

• Clips is first rolling out to select U.S. customers, but it will be available more broadly this summer.

‘Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,’ said Prime Video's director of global application experiences, Brian Griffin, in a press release.

Amazon is competing with other streaming services that have recently rolled out similar experiences, including Netflix, Peacock, Tubi, and Disney.

The new feature is designed to promote discovery and entertainment for users, and it will be available on iOS, Android, and Fire tablets.

Amazon's new feature is a response to the growing trend of short-form video content, and it will be interesting to see how users react to it.