Amazon Adds Vertical 'Clips' Video Feed to Prime Video App
Amazon announced the new short-form video feature on Friday. The Clips feed, rolling out first in the U.S., lets users watch excerpts from shows and movies and then jump directly into the full title, rent it or buy it. Prime Video joins Netflix and Disney Plus in adding such a vertical feed.
Substrate placeholder — needs reviewAmazon is adding a vertical video feed called “Clips” to the Prime Video app. The company announced the Clips feature on Friday. The new feed offers a stream of short-form videos from shows and movies.
From a Clips video, users can jump into the full title, rent it, or buy it. S. Prime Video previously offered a TikTok-style feed.
The move reflects the continuing influence of short-form video on how viewers discover content. Clips are designed to hook a viewer and get them to give the full show a try. From that clip, users can add a title to their watchlist or share it with a friend.
The vertical format has become standard across major streaming services. Prime Video follows Netflix and Disney Plus in adding a vertical feed of videos to its streaming app. The earlier TikTok-style feed on Prime Video has now been succeeded by this dedicated Clips experience.
Key Facts
Story Timeline
5 events- May 9, 12:03 AM ET
1 new source added: forbes.com
1 sourceforbes.com - 2026-05-08
Amazon announces Clips vertical video feed for Prime Video
3 sourcesAmazon · TechCrunch · The Verge - 2026-05-08
Clips feature begins rolling out first in the U.S.
2 sourcesAmazon · TechCrunch - prior to 2026-05-08
Prime Video previously offered a TikTok-style feed
2 sourcesunattributed · The Verge - prior to 2026-05-08
Netflix and Disney Plus already added vertical feeds
2 sourcesunattributed · The Verge
Potential Impact
- 01
Further normalizes short-form vertical video as a discovery mechanism across major streaming platforms
- 02
May increase viewer engagement and conversion to full-length viewing or purchases on Prime Video
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