Prime Video is bringing TikTok style scrolling to its streaming app with a new Clips feature designed to help users discover movies and TV shows faster on mobile devices.
Quick Summary – TLDR:
- Prime Video has launched a new vertical video feature called Clips inside its mobile app.
- The feature offers personalized short videos from movies, TV series, and live content.
- Users can instantly watch, rent, buy, save, or share titles directly from the feed.
- Clips is rolling out first in the United States on iOS, Android, and Fire tablets.
What Happened?
Amazon Prime Video has officially launched a new vertical video feed called Clips, giving users a social media style way to discover entertainment inside the app. The feature uses short form videos from movies and TV series that users can scroll through on their phones.
The launch comes as streaming platforms increasingly adopt vertical video experiences inspired by apps like TikTok. Earlier this year, Disney+ introduced a similar feature called Verts, while Netflix recently launched its own vertical Clips feed.
$AMZN Prime Video just launched Clips which is a short-form video feed inside the app. pic.twitter.com/HMenm3HNLE
— Polymarket Money (@PolymarketMoney) May 8, 2026
Prime Video Wants Faster Content Discovery
The new Clips experience is designed to make finding something to watch quicker and more engaging, especially for mobile users. Prime Video says users can access the feature by scrolling to the Clips carousel on the mobile home page and tapping any video.
Once opened, the app switches into a full screen vertical feed that continuously shows personalized clips based on viewing history and interests. Users can swipe through short snippets from movies and TV shows just like they would on social media platforms.
From within a clip, users can:
- Watch the full movie or series
- Rent or buy content
- Subscribe to access premium titles
- Save shows to a watchlist
- Like and share clips with friends
According to Amazon, every visit to Clips will show fresh recommendations tailored to individual viewing habits.
Brian Griffin, Director of Global Application Experiences at Prime Video, said:
Clips Started With NBA Highlights
Interestingly, Clips did not begin with movies or TV shows. Prime Video first tested the feature during the 2025 to 2026 NBA season, where it was used to showcase NBA highlights on the platform’s sports collection page.
Following that early rollout, Amazon has now expanded Clips across the broader Prime Video experience. The company says the move is part of a larger effort to improve mobile viewing and content discovery.
Other recent mobile updates from Prime Video include:
- Auto playing trailers on the home page.
- New vertical poster layouts optimized for smartphones.
- A redesigned video player with easier access to cast details and trivia.
Amazon says these changes allow users to browse more titles without interrupting playback.
Social Media Style Streaming Is Becoming the New Trend
The launch highlights how streaming companies are increasingly borrowing features from social media apps to keep users engaged. Instead of relying only on static thumbnails and recommendations, services are now using short videos to encourage quicker viewing decisions.
This strategy appears to be gaining momentum across the streaming industry. With Netflix, Disney+, and now Prime Video all pushing vertical video discovery tools, short form entertainment previews could soon become a standard part of streaming apps.
Prime Video also confirmed that Clips will initially be available to select users in the United States on iOS, Android, and Fire tablets, with a wider rollout expected later this summer.
It is still unclear whether Clips will eventually support third party subscription content available through Prime Video Channels, including services like Apple TV, HBO Max, and Crunchyroll.
SQ Magazine Takeaway
I think this move makes complete sense for Prime Video. People already spend hours scrolling through short videos on social apps, so bringing that same behavior into streaming platforms feels inevitable. Instead of wasting time browsing endless menus, users can instantly sample content and decide what to watch within seconds. Netflix and Disney+ moving in the same direction also shows that vertical discovery feeds are quickly becoming the next big battleground in streaming.
