technology
Amazon Rolls Out Short-Form Video Feed Called Clips to Prime Video App
The streaming service is rolling out a TikTok-style vertical feed of personalized clips from its shows and movies, starting with select U.S. users. The feature, tested earlier with NBA highlights, aims to improve discovery and includes direct options to watch, rent, buy or add titles to a watchlist. It follows similar moves by Netflix, Disney and other platforms.
May 9, 1:26 PM·1m read3 sources
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Amazon announced on Friday that it is adding a short-form video feed called Clips to the Prime Video app. U.S. to select customers on iOS, Android and Fire tablets, with broader availability planned for this summer.
Clips includes short clips of shows on Prime Video designed to encourage viewers to watch the full title. 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. Brian Griffin, Prime Video’s director of Global Application Experiences, said the feature offers a fresh browsing method.
“Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,” he said. Griffin added that the feed adapts to different viewing windows. ” Users navigate to Clips by scrolling down on the Clips carousel on the Prime Video mobile home page.
The Clips carousel surfaces a full-screen vertical feed, and every time users visit the Clips experience they will see something new based on their viewing history. Amazon first tested this short-form feed during the NBA season showing highlights. Users could scroll through the NBA highlights feed as though they’re watching TikToks.
Prime Video previously offered a TikTok-style feed with NBA game highlights. The rollout mirrors moves by competitors. Netflix, Peacock, Tubi, Disney and others have recently rolled out similar short-form video experiences.
Netflix’s short-form feed is also named Clips. The new feature arrives as Prime Video continues to refine its mobile interface for quicker discovery. U.S. customers on iOS, Android, and Fire tablets ahead of the wider summer launch.
From the vertical feed, recipients of shared clips will need the Prime Video app to view them.
