Prime Video expands vertical video feature Clips
Prime Video expands vertical video feature Clips
First launched as an NBA highlights platform, Clips now features scrollable moments from TV shows and movies.
The push by streaming services to become more like social video platforms is continuing. Prime Video is the latest streamer to join in on the craze; Amazon’s video service has announced a major expansion in the use of Clips, a scrollable video feed that will now include entertainment content as well as sports.
Key Details:
- Scroll away: Prime Video is expanding its Clips feature to include TV shows and movies.
- Form and function: Clips allow viewers to watch the full title featured within, and refresh with each visit.
- Not all at once: Clips is rolling out to select customers now, with a wider launch promised this summer.
Prime Video’s Clips first launched during the 2025-26 NBA season as a way to show viewers scrollable highlight reels. Now, Clips will also include scenes from TV shows and movies in the Prime Video library. Any Clip will allow the watcher to stream the full title featured, rent or buy it, subscribe to the service that carries it, save it to a watchlist, or like and share it with friends.
The Clips feed will refresh each time a subscriber returns to Prime Video to watch. To get started, scroll down to the Clips tile row on the Prime Video home page and tap any clip. If you don’t see them available on your app just yet, no need to panic; Clips are rolling out to a select group of Prime Video subscribers on Android, iOS, and Fire tablet devices first, before a wider launch this summer.
“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,” Prime Video executive Brian Griffin said. “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.”
Prime Video is hardly the first streaming service to launch a short-form video feed. Netflix also officially launched its short video scrolls in May, and Disney+ rolled out its Verts feature in March. Paramount+ has also pledged that a scrollable video feed will be added to its platform in the near future.
Vertical video scrolls could become a crucial tool in streamers’ continued battles to keep audiences engaged. A recent survey found that more than half of viewers aged 45 to 54 watch video on their phones with the TV on, showing that the behavior isn’t limited to younger viewers.
Prime Video
Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.