Amazon adds TikTok-style 'Clips' feed to Prime Video

Amazon announced on Friday that it is adding a short-form video feed called “Clips” to its Prime Video app. The new feature is rolling out first to users in the U.S., offering short, vertical video snippets of shows and movies available on the platform. The feature is designed to help users discover new content by showing them brief, engaging segments that might prompt them to watch the full title. From these clips, users can perform several actions. They can add a title directly to their watchlist to save it for later, share the snippet with friends, or navigate to rent, buy, or stream the full title through their existing subscription.

The introduction of the feed aims to change how users interact with the streaming service’s catalog. According to Brian Griffin, Prime Video’s director of Global Application Experiences, the feature provides a highly tailored browsing experience. “Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,” Griffin said. He further explained that whether users have only a few minutes to scroll or are searching for something to watch when they have more time, they can access entertainment with a single tap. This strategy focuses on making the platform’s content more accessible to users with varying amounts of free time.

With this launch, Amazon is adopting a product strategy already utilized by several of its competitors in the streaming space. Platforms such as Netflix, Peacock, Tubi, and Disney have recently introduced similar short-form video experiences. These features are designed to promote content discovery and keep users engaged on their respective platforms. The initial rollout of Clips is restricted to select customers in the U.S. who use iOS, Android, and Fire tablets. However, Amazon plans to make the feature available more broadly this summer, expanding the feature’s reach beyond the initial U.S. test group.

Why it matters

Amazon is adopting the short-form video format to drive content discovery, mirroring a broader industry trend where streaming platforms are increasingly mimicking social media interfaces to keep users engaged.