Amazon Prime Video launches TikTok-style 'Clips' feed to boost content discovery
The feature, previously tested with NBA highlights, aims to personalise browsing and compete with rivals like Netflix and Disney.
Amazon has officially introduced a short-form video feed named "Clips" within the Prime Video mobile application, marking a strategic shift to accommodate evolving viewing habits. The new feature displays scrollable vertical snippets of shows and movies, designed to aid content discovery by presenting users with personalised content tailored to their interests.
Rolling out initially to select customers in the United States across iOS, Android, and Fire tablets, the feed allows users to add titles to their watchlist, share clips, or navigate directly to rent, buy, or stream content via subscription. Prime Video's Director of Global Application Experiences, Brian Griffin, confirmed the launch, stating the feature offers a "whole new way to browse" with short, personalised snippets.
The naming convention aligns with competitors, as Netflix also uses the name "Clips" for its similar short-form feed. This move places Amazon in direct competition with other major streaming platforms, including Disney, Peacock, and Tubi, which have recently adopted similar short-form video experiences to promote content discovery.
The "Clips" feed utilises personalisation algorithms based on individual viewing history to surface relevant content snippets. When users share clips via text, email, or social media, recipients can only view the content if they have the Prime Video app installed on their device.
This feature represents a strategic shift to capitalise on the popularity of vertical short-form video consumption, a format Amazon first tested during the NBA season by showcasing highlights in a similar vertical format. The rollout is scheduled to expand more broadly later this summer after the initial limited release.
Whether users have a few minutes to scroll or are looking for something to watch when they have more time, the entertainment is now just a tap away within the Prime Video mobile home page experience.
