Amazon is giving Prime Video a doomscroll button. The streaming app is including a brand new function known as Clips, which is a vertical short-form video feed that lets customers swipe by scenes from films, collection, and sports activities with out leaving the app. Mainly, Prime Video needs a bit of the TikTok, Reels, and Shorts behavior, the place one humorous scene or chaotic second can do extra to promote a present than a elegant trailer.
How will Clips work inside Prime Video?
Clips first launched with NBA highlights on the NBA assortment web page in the course of the 2025-26 season. Amazon is now increasing it to incorporate moments from films and collection throughout Prime Video.
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Customers can discover Clips by scrolling to the Clips carousel on the Prime Video cell house web page and tapping any video. That opens a full-screen vertical feed with customized clips primarily based on viewing historical past. From any clip, customers can bounce to the total title, hire or purchase the content material, subscribe for entry, save the title to a watchlist, just like the clip, or share it with another person. Amazon says Clips is rolling out first to pick customers in the USA on iOS, Android, and Fireplace tablets. It is going to change into totally obtainable throughout these units this summer time.
Can Amazon flip a 20-second clip right into a full watch?
Amazon is tapping right into a behavior that already drives what folks watch. I’ve misplaced depend of what number of films and exhibits I first observed by YouTube Shorts, normally from one sharp scene, a humorous alternate, or a clip that stored exhibiting up till I lastly looked for the title. Quick-form video has quietly change into one of many strongest discovery instruments for movies and exhibits.
Netflix has already tried an identical trick with its personal vertical clips feed, giving customers a option to browse quick scenes from its catalog. Amazon’s model follows the identical logic: preserve customers scrolling, floor extra titles, and hope a 20-second clip turns right into a two-hour watch.
Since Prime Video brings collectively Amazon MGM Studios titles, licensed films and collection, dwell sports activities, and add-on subscriptions similar to Apple TV, HBO Max, Crunchyroll, and MGM+, the Clips feed may pull from a large mixture of content material, together with exhibits, films, anime, and sports activities.
