Amazon Adds Short-Form Video Clips Feed to Prime Video App

Amazon is adding a short-form video feed called Clips to the Prime Video app. U.S. It includes short clips of shows on Prime Video designed to hook viewers and encourage them to watch the full show.

From a Clips video, 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. The new feed gives customers another way to discover content when they have only a few minutes or are actively looking for their next watch.

Brian Griffin, Prime Video’s director of Global Application Experiences, said the feature represents a shift in how subscribers browse the service.

“Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,” Griffin stated. “Whether they have a few minutes to scroll or are looking for something to watch when they have more time, ente The company positioned Clips as a response to the popularity of short-form video on platforms such as TikTok, following similar moves by Netflix and Disney.

Prime Video’s implementation focuses exclusively on clips from its own catalog rather than user-generated content.

Griffin’s comments underscored the dual purpose of the tool: quick browsing for limited time and deeper discovery for viewers with more availability. The personalized nature of the snippets is intended to match individual interests drawn from viewing history and preferences. Clips appears inside the existing Prime Video app and does not require a separate download.

Users encountering a clip can take immediate action without leaving the short-form interface, streamlining the path from discovery to consumption. The announcement arrives as streaming services increasingly borrow design cues from social media to combat viewer fatigue and declining session times. U.S.