Prime Video follows Netflix and Disney by adding a TikTok-like ‘Clips’ feed in its app

Amazon has officially launched a new feature called 'Clips' within the Prime Video app, aimed at enhancing viewer engagement through short-form video content. This innovative addition, which debuted in the U.S., allows users to view brief snippets of shows available on the platform, enticing them to explore full episodes. With 'Clips', viewers can easily add titles they find interesting to their watchlists, share content with friends, or even rent or purchase shows directly. Brian Griffin, the director of global application experiences at Prime Video, emphasized that this feature offers a fresh and personalized browsing method tailored to individual preferences. He remarked, "Whether users have a few minutes to spare or are in search of something to binge-watch later, entertainment is just a tap away." This new feature was initially trialed during the NBA season, where users could scroll through highlights reminiscent of TikTok's engaging format. The rollout of 'Clips' aligns with a broader trend, as platforms like Netflix, Peacock, Tubi, and Disney have also introduced similar functionalities to facilitate content discovery. Currently, 'Clips' is available to select users on iOS, Android, and Fire tablets, with plans for more widespread access in the upcoming summer months. To experience 'Clips', users can simply scroll down to the Clips carousel on the Prime Video mobile home page, which presents a full-screen vertical video feed.