Prime Video adds TikTok-like 'Clips' feed following Netflix and Disney
Original: Prime Video follows Netflix and Disney by adding a TikTok-like ‘Clips’ feed in its app
Why This Matters
Streaming platforms adopting short-form video feeds to compete for user attention and improve content discovery
Amazon launched 'Clips' short-form video feed in Prime Video app, rolling out first to U.S. users on iOS, Android, and Fire tablets. Feature shows personalized show snippets to promote discovery, similar to Netflix and Disney implementations.
Amazon announced Friday it's adding a short-form video feed called 'Clips' to Prime Video, joining Netflix, Disney, Peacock, and Tubi in implementing TikTok-style discovery features. The vertical scrolling feed shows personalized snippets of Prime Video shows designed to hook viewers and encourage them to watch full episodes. Users can add titles to watchlists, share clips, or navigate to rent, buy, or stream content directly from clips. Amazon first tested the format during NBA season with sports highlights. Prime Video's Brian Griffin said Clips offers 'a whole new way to browse with short, personalized snippets tailored to their interests.' The feature launches to select U.S. customers on mobile devices and Fire tablets, with broader availability planned for summer 2026.