Amazon Prime Video launches 'Clips' vertical feed to challenge short-form video rivals

Amazon Prime Video has introduced a new vertical video feed titled 'Clips' to its streaming application, a move designed to capitalise on shifting mobile viewing habits. The feature displays short-form video snippets drawn from the platform's extensive library of shows and movies, allowing users to quickly jump into full titles, rent, or purchase them directly from the feed.

This development sees Amazon Prime Video joining competitors such as Netflix and Disney Plus in adding vertical video feeds to their apps. The initiative aims to bridge the gap between social media discovery and traditional streaming services, enabling users to interact with short-form content before committing to longer viewing sessions. By integrating this format, the service adapts to the growing preference for vertical content consumption on mobile devices.

The 'Clips' feed personalises content recommendations based on individual viewing history, ensuring that users see relevant snippets each time they visit the experience. It also provides functionality for users to add items to a watchlist or share clips via text, email, or social media channels. However, recipients of shared clips can only view the content if they have the Prime Video app installed on their device.

This launch marks Prime Video's expansion into general short-form content, building on a previous iteration of the feature that was limited to NBA game highlights. While the immediate impact of the feature on user engagement metrics remains unknown, the rollout is currently limited to select customers in the United States across iOS, Android, and Fire tablets.

Amazon has indicated that a broader release to all eligible users is scheduled for later this summer, though specific criteria defining which customers receive the initial access have not been disclosed. The exact timeline for the full summer rollout is not specified beyond the general timeframe provided by the company.