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- Prime Video is expanding it Clips vertical video feed for mobile
- It's designed to help you discover new titles, and you can also share them with others
- Clips is coming to select US users first, with a wider rollout expected for the summer
The TikTokification of the best streaming services is officially happening, and Prime Video is the latest platform to hop on the vertical video feed bandwagon, following suit to Netflix and Disney+.
Launching to select users in the US on iOS, Android, and Fire tablets first, Clips (which is also the name of Netflix’s video feed) is Prime Video’s latest viewing experience for mobile, a short-form video feed that’s designed to give you recommendations for your next binge watch. Prime Video first rolled out Clips with NBA highlights, and now the platform is expanding it to movies and shows.
Just like the algorithm you get with TikTok, your Clips feed uses your viewing history as the basis for offering new entertainment suggestions, putting discovery at the forefront. With the magic of a simple tap, Clips will open in full-screen mode and from there the scrolling begins. Not only can you view snippets of movies and shows from Prime Video’s catalog, you can watch the full thing directly from Clips, rent and buy titles, save to your watchlist, and share with others via messaging platforms or social media.
While Clips isn’t a completely new feature for Prime Video, it’s still a huge addition to its mobile app, and one that the streaming giant is very excited about. “As a first-stop entertainment destination, Prime Video offers customers a vast selection of premium content, and we want to make it as easy and seamless as possible for them to discover what's most relevant," said Brian Griffin, director of global application experiences at Prime Video, who added the following:
"Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests. Whether they have a few minutes to scroll or are looking for something to watch when they have more time, entertainment is just a tap away”.
At least the platform is hopeful for its new mobile experience, but that said, it doesn’t mean that subscribers are going to embrace another vertical video feed taking over their streaming apps — and it all started with Netflix.
Back in May 2025, Netflix announced it was testing vertical video feeds for mobile, not because it wanted to become a social media app, but because short-form video is the most common form of video consumption among viewers today. Just last week the streaming service unveiled its own Clips feed, and not everyone is welcoming it with open arms.
When you think about it, it’s quite counterintuitive. Users revert to Netflix and other platforms to lose themselves in the drama of a good movie or show to escape doomscrolling, and now Netflix is putting that temptation right back into their hands. As a means of discovery I can see it having its benefits, especially if you’re an incredibly indecisive viewer, but at the same time it unlocks a new lethal rabbit hole for you to fall into — one Netflix subscriber on Reddit exasperatedly called to ‘kill it with fire’, while others jumped on to voice their dislike for the feature in the same thread.
Amazon has also shared that it’s already planning to expand Clips, and the video feed will become fully available across these devices later this summer.
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