Amazon Prime Video Launches 'Clips' Vertical Feed for Bingeable Snippets

Amazon Prime Video has introduced a new feature called 'Clips,' a vertical feed of short-form videos designed to help users discover and engage with content from the platform’s library. This move follows similar trends seen on Netflix and Disney Plus, aiming to capture the popular short-video format. The Clips feed offers snippets from movies and TV shows, allowing viewers to quickly preview content and then take action—like watching the full title, renting, or buying. Here are some commonly asked questions about this update.

What is the new Clips feed on Amazon Prime Video?

The Clips feed is a vertical, scrollable collection of short videos originating from shows and movies available on Prime Video. These snippets are designed to give you a quick taste of the content, akin to a trailer but even shorter and more focused. You can access it by scrolling down to the designated carousel on the app’s main homepage. Each time you visit, the feed refreshes with new clips tailored to your viewing history, making it a dynamic way to discover titles you might enjoy.

How does the Clips feed differ from Prime Video's previous short-video offering?

Previously, Prime Video experimented with a TikTok-style feed that showcased NBA game highlights. That feature was limited to sports content. In contrast, the Clips feed pulls from the entire Prime Video catalog—everything from blockbuster movies to original series. Instead of being a standalone tab, Clips now appears as a carousel on the homepage, integrating seamlessly into the browsing experience. This shift reflects a broader strategy to use short-form video as a discovery tool across all genres, not just sports.

How does personalization work in the Clips feed?

According to Amazon, the Clips feed is personalized based on your viewing history. Every time you open the app and scroll to the Clips section, the algorithm selects new snippets that align with your past watching habits. For example, if you frequently watch sci-fi films, the feed will prioritize clips from similar titles. This ensures that the experience remains fresh and relevant, encouraging you to explore content that matches your tastes without repetitive suggestions.

What actions can users take while watching a clip?

Each short video in the Clips feed is interactive. Below the snippet, you’ll find options to:

• Watch the full title (if included in your Prime subscription)
• Rent or buy the movie or show (if not part of Prime)
• Add the title to your watchlist for later

This makes the feed not just a discovery tool but also a direct pathway to engagement—you can go from a 30-second clip to watching an entire season in just a couple of taps.

Where exactly is the Clips feed located in the Prime Video app?

The Clips feed appears as a carousel on the main home screen of the Prime Video app. When you launch the app and scroll down past the hero banners and recommended rows, you’ll find a section labeled 'Clips.' It’s presented as a horizontal row of vertical video thumbnails. You can tap any thumbnail to start playing the short clip in full screen. The carousel is designed to be easy to find, right alongside other curated rows like 'Trending' or 'New Releases.'

How does this compare to similar features on Netflix and Disney Plus?

Netflix introduced a vertical feed called 'Fast Laughs' that shows comedic clips from popular shows and movies. Disney Plus has a similar feature under 'Snippets.' Like these competitors, Amazon’s Clips feed aims to capture the short-form video trend popularized by TikTok and Instagram Reels. However, Amazon’s version stands out because it integrates purchasing and renting options directly from the clip, whereas Netflix and Disney Plus only offer in-subscription viewing. Additionally, Amazon’s personalization is tied to its broader e-commerce and content ecosystem, potentially offering more tailored suggestions over time.