Amazon announced on Friday that it is adding a short-form video feed to its Prime Video app called Clips.
Launching for the first time in the U.S., Clips includes show clips from Prime Video designed to grab viewers’ attention and entice them to watch the full show. From that clip, users can add the title to their watchlist, share it with friends, or rent, purchase, or access the title through a subscription.
“Clips gives customers a whole new way to explore short, personalized snippets tailored to their interests,” Brian Griffin, director of global application experience at Prime Video, said in a press release. “Whether you have a few minutes to scroll or are looking for something to watch when you have more time, entertainment is just a tap away.”
Amazon first tested this short-form feed during the NBA season, showing highlights that users could scroll through as if they were watching TikToks.
It’s no surprise that Prime Video is making this change. Netflix, Peacock, Tubi, Disney, and others have recently launched similar experiences designed to foster discovery. Netflix’s short-form feed also shares the Clips name.
Clips will initially launch for select U.S. customers using iOS, Android, and Fire tablets, but will be available more broadly this summer. Users can browse clips by scrolling down the clip carousel on the Prime Video mobile home page, which displays a full-screen vertical feed.
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