Amazon is adding a short video feed called “Clips” to the Prime Video app announced On Friday.
Launching first in the US, the clips will include clips from shows on Prime Video, designed to engage viewers and get them watching full shows. From that clip, users can add a title to their watchlist, share it with a friend, or navigate to rent, buy, or access the title through their subscription.
“Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests,” Brian Griffin, Prime Video’s director of global app experiences, said in a press release. “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.”
Amazon first tested this short-form feed during the NBA season, featuring highlights that users could scroll through as if they were watching TikTok.
It’s no surprise to see Prime Video making this change – Netflix, Peacock, TubiDisney and others have recently introduced similar experiences, designed to promote discovery. The short form feed of Netflix also shares the name Clips.
Clips is being offered first to select US customers on iOS, Android and Fire tablets, but will be more widely available this summer. Users can navigate to Clips by scrolling down to the Clips carousel on the Prime Video mobile home page, which will bring up a full-screen vertical feed.
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