Amazon is reshaping the streaming experience on Prime Video with the launch of a new short-form vertical video feature called “Clips.” Designed to mirror the engaging format of social media platforms, this update allows users to discover movies and shows through quick, scrollable snippets.
Amazon’s latest update signals a shift in how audiences interact with streaming platforms. The newly introduced Clips feature brings a vertical, swipe-based video feed that closely resembles the experience offered by Instagram Reels and YouTube Shorts.
Unlike traditional browsing methods that rely on menus and categories, Clips enables users to explore content in a fast, intuitive manner. By simply scrolling through short video snippets, viewers can preview highlights from movies and TV shows available on Prime Video.
Initially launched in the United States, the feature is expected to expand to other regions in the coming months.
Amazon’s move comes amid a broader trend across the streaming industry. At CES 2026, major entertainment companies announced similar innovations aimed at capturing the growing popularity of short-form video.
Netflix recently introduced a redesigned mobile app that includes a vertical Clips feed, allowing users to browse previews in a format inspired by social media. Similarly, The Walt Disney Company rolled out a feature called “Verts” on Disney+, offering short clips from its vast library of films and series.
These developments highlight a clear industry direction—integrating social media-style experiences into traditional streaming platforms to improve engagement and discovery.
One of the key advantages of Amazon’s Clips feature is its focus on personalisation. The platform uses user preferences, watch history, and viewing behaviour to curate a tailored feed of short videos.
This personalised approach ensures that users are shown content that aligns with their interests, making it easier to find something to watch without spending excessive time browsing.
By combining recommendation algorithms with an engaging interface, Amazon aims to reduce friction in content discovery and increase user satisfaction.
The Clips feature introduces several interactive functionalities designed to enhance the user experience:
This combination of features transforms Clips into a powerful discovery and engagement tool.
The introduction of Clips reflects changing consumer behaviour, particularly among mobile-first users. Many viewers now prefer quick, bite-sized content during short breaks or commutes.
By offering a format that aligns with these habits, Amazon is making it easier for users to engage with its platform even when they have limited time.
Shared clips also enhance discoverability, as users can send content links to friends, who can then view the clips directly within the Prime Video app.
Amazon had previously experimented with short-form video during the NBA season, where it introduced a TikTok-style feed of sports highlights. This trial helped the company understand user engagement patterns and refine the Clips experience.
Building on these insights, the company has now expanded the feature to include a broader range of entertainment content, including movies and TV shows.
To use the Clips feature, users need to open the Prime Video mobile app and navigate to the Clips section on the home screen. Selecting a clip opens a full-screen vertical feed, where additional recommended videos are displayed.
Currently, the feature is available to a limited group of users in the United States across iOS, Android, and Fire tablet devices. Amazon plans to roll out the feature more widely in the near future.
Alongside the introduction of Clips, Amazon has implemented several other improvements to the Prime Video mobile experience:
These updates aim to create a more immersive and user-friendly interface.
Prime Video continues to evolve as a comprehensive entertainment platform. In addition to movies and TV series, it offers live sports, content from Amazon MGM Studios, and access to third-party services such as Apple TV and HBO Max.
By integrating short-form video into this ecosystem, Amazon is strengthening its position in the highly competitive streaming market.
Amazon’s introduction of Clips marks a significant step toward redefining how users discover and consume content. As streaming platforms compete for attention, features that simplify navigation and enhance engagement will play a crucial role.
With competitors like Netflix and Disney+ also investing in similar formats, the adoption of short-form vertical video appears to be a defining trend in the future of digital entertainment.