Amazon Adds Vertical Video Feed to Prime Video
▼ Summary
– Amazon Prime Video is adding a vertical “Clips” feed of short-form videos from shows and movies to its streaming app, similar to Netflix and Disney Plus.
– The Clips feed offers snippets from titles on the platform, accessible via a carousel on the app’s homepage, with content personalized based on viewing history.
– Users can jump into the full title, rent, or buy it from the Clips feed, and can also add items to their watchlist or share clips via text, email, or social media.
– Recipients of shared clips must have the Prime Video app installed to view them.
– Clips is rolling out to “select” US customers on iOS, Android, and Fire tablets, with a broader rollout planned for the summer.
Amazon Prime Video is rolling out a new short-form video feature called Clips, a vertical feed designed to compete with similar offerings from Netflix and Disney Plus. This addition places the platform firmly in the growing trend of streaming services adopting TikTok-style browsing to keep users engaged.
The Clips feed will display a continuous stream of snippets pulled from movies and TV shows available on Prime Video. Subscribers can watch these teasers and, if intrigued, have the option to jump directly into the full title, rent it, or make a purchase. While Prime Video previously experimented with a vertical feed for NBA game highlights, this new experience is broader, drawing from the platform’s entire library of content.
According to Amazon, the feed is personalized. “Every time you visit the experience, you’ll see something new based on your viewing history,” the company explains. This means the clips will refresh automatically, tailored to what you have already watched or browsed.
Beyond discovery, the Clips feature includes practical tools. Users can add shows and movies to their watchlist directly from the feed. Sharing is also built in; you can send a clip to a friend via text, email, or social media, though the recipient will need the Prime Video app installed to view it.
The rollout begins with a limited group of select customers in the United States using iOS, Android, and Fire tablets. Amazon plans to expand availability to a wider audience later this summer. This move underscores how major streaming platforms are increasingly betting on short-form video to drive discovery and deepen viewer engagement.
(Source: The Verge)
