Prime Video deploys vertical short-form video feed to compete with TikTok
The new vertical recommendation carousel, initially piloted for NBA highlights, now showcases moments from movies and series ahead of a full summer rollout.
Amazon has introduced a new vertical short-form video feature called Clips to Prime Video's mobile home page, marking a strategic shift to accommodate evolving user preferences for mobile content consumption. Initially launched as a preview specifically for NBA highlights, the feature has since expanded to display moments from movies and series across the Prime Video experience.
The interface allows users to view clips in full-screen mode and swipe through recommendations in a carousel format similar to dedicated short-form video platforms. From each clip, viewers can access options to watch the full content, rent or buy the title, save it to a watchlist, like, or share the moment. This functionality aims to streamline the discovery process for subscribers on their mobile devices.
The rollout is currently limited to select customers in the United States across iOS, Android, and Fire devices. Amazon has indicated that the feature is scheduled for a full release to all eligible users on these platforms later this summer. Specific criteria defining which customers receive the initial access have not been disclosed.
This development represents Amazon's broader effort to adapt its streaming ecosystem to the vertical video format that has become dominant on social media. By integrating a TikTok-like feed directly into its existing application, Prime Video seeks to retain user attention and reduce the friction associated with rotating devices to view trailers or highlights in landscape mode.
While the immediate impact on user engagement metrics remains unknown, the move underscores the industry-wide recognition that mobile viewing habits have shifted significantly. The feature allows users to interact with short-form content seamlessly before committing to longer viewing sessions, bridging the gap between social media discovery and traditional streaming services.
Prime Video remains the primary source for this update, with no further details provided regarding long-term algorithmic changes or specific regional variations outside the initial US pilot. The expansion to all users this summer will determine the feature's success in the competitive landscape of digital video consumption.
