Amazon Prime Video Launches TikTok-Style ‘Clips’ Feed
Amazon is integrating a vertical, short-form video feed into the Prime Video application, aiming to simplify how subscribers discover new content. The feature, officially dubbed “Clips,” launched this Friday for select users in the United States.
The interface mirrors the popular scrolling format found on platforms like TikTok, presenting users with personalized snippets from the Prime Video library. These highlights are intended to function as trailers that encourage viewers to commit to full episodes or movies.
Features and User Experience
Once a user encounters a video that captures their interest within the feed, the application provides several immediate actions:
- Adding the featured title directly to their watchlist.
- Sharing the content with other users.
- Navigating to rent, purchase, or stream the title via their existing subscription.
Brian Griffin, director of Global Application Experiences at Prime Video, stated that the feature is meant to offer a “new way to browse” through snippets tailored to individual interests. According to Griffin, the tool is designed to cater to both users with limited time to scroll and those looking to find their next binge-watch.
Broader Industry Adoption
The move follows a growing industry trend of incorporating short-form discovery feeds into traditional streaming services. Competitors such as Netflix, Disney, Peacock, and Tubi have already implemented similar experiences to boost user engagement. Notably, Netflix uses the same branding for its own version of the feature.
The implementation of Clips follows a successful pilot program during the NBA season, where Amazon tested a similar scrolling highlight format. Currently, the update is being rolled out to iOS, Android, and Fire tablet users in the U.S. Amazon plans to expand the availability of the feature more broadly throughout the summer.