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.
The VergeAmazon announced on Friday that it is adding a short-form video feed called Clips to the Prime Video app. 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. 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.
Key Facts
Story Timeline
4 events- 2026-05-08
The Verge reports Amazon is adding a vertical Clips feed to Prime Video, noting prior NBA highlights test.
1 sourceThe Verge - 2026-05-09
Amazon announces Clips short-form video feed for Prime Video app.
2 sourcesAmazon · TechCrunch - 2026-05-10
Clips begins rolling out to select U.S. customers on iOS, Android and Fire tablets.
1 sourceAmazon - Summer 2026
Clips scheduled for broader availability beyond initial U.S. test group.
2 sourcesAmazon · The Verge
Potential Impact
- 01
Further standardization of short-form vertical video across major streaming platforms following Netflix, Disney and others
- 02
Increased time spent in Prime Video app through quick-scroll discovery for users with limited attention
- 03
Higher conversion rates from short clips to full-title views, rentals or purchases
- 04
Potential competitive pressure on smaller streaming services without similar discovery tools
Transparency Panel
Related Stories
businesstoday.inPresident Trump Shares AI Image of Sunken Iranian Ships While Awaiting Peace Plan Response
President Trump on Saturday posted an AI-generated composite image on Truth Social depicting 159 sunken Iranian ships. The images reference prior U.S. and Israeli strikes on Iran that began Feb. 28 and contrast the current administration with the Obama and Biden administrations.
CNBCChip Stocks including AMD, Intel, Micron and Corning Have More Than Doubled This Year
Advanced Micro Devices, Intel, Micron and Corning shares posted double-digit gains this week amid strong demand for data center CPUs, memory chips and optical components. Nvidia shares rose 8 percent this week but lag the broader AI hardware rally with a 15 percent gain in 2026.
bgr.inElon Musk Leases World's Largest Supercomputer to Anthropic
Elon Musk has leased the world's largest supercomputer, known as Colossus 1, to Anthropic. The move comes three months after Musk publicly described Anthropic as "evil," "misanthropic," and opposed to Western civilization on X. The lease is intended to generate revenue for SpaceX…