Amazon has introduced a short-form video feature called “Clips” on the Prime Video app, the company announced on Friday.
Launching initially in the U.S., Clips will present brief segments of Prime Video shows aimed at attracting viewers to watch the entire program. Users can add titles to their watchlist, share with friends, or choose to rent, purchase, or access the content via their subscription directly from the clip.
“Clips offers customers a new browsing experience with short, personalized excerpts based on their preferences,” stated Prime Video’s director of global application experiences, Brian Griffin, in a press release. “With just a few minutes to scroll or when they wish to find something to watch, entertainment is readily accessible.”
Amazon initially experimented with this format during the NBA season, showcasing highlights that could be scrolled through similarly to TikTok videos.
This move aligns with similar changes made by others like Netflix, Peacock, Tubi, Disney, and more, who have launched similar discovery-focused features. Netflix’s short-form platform is also named Clips.
The Clips feature is initially available to select U.S. users on iOS, Android, and Fire tablets, with a wider release planned for this summer. Users can access Clips by scrolling to the Clips carousel on the Prime Video mobile homepage, which will open a full-screen vertical feed.
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