Amazon is bringing a new TikTok-style browsing experience to Prime Video. The company has announced “Clips,” a short-form video feed inside the Prime Video app designed to help viewers discover what to watch faster by serving quick snippets from movies and shows available on the service.
Launching first in the U.S., Clips serves bite-sized previews meant to hook your interest in seconds. If a clip grabs you, Prime Video makes it easy to take action right away: you can add the title to your watchlist, share it with a friend, or jump directly to the page where you can rent it, buy it, or start watching through your Prime Video subscription (depending on availability).
Amazon says the goal is to make browsing feel more personalized and less time-consuming. According to Prime Video, Clips will surface short, tailored snippets based on what you like to watch—useful whether you only have a minute to scroll or you’re trying to pick your next full-length series or movie for later.
This isn’t Amazon’s first experiment with short-form video inside Prime Video. The company previously tested a similar scrolling feed during the NBA season, letting users swipe through basketball highlights in a vertical, full-screen format—much like the way people move through popular short-video apps.
Prime Video’s move also reflects a broader streaming trend. Several major streaming platforms have been rolling out short-form discovery feeds to help users find content more easily, reduce decision fatigue, and encourage sampling new titles through quick previews.
As for availability, Clips is initially rolling out to select U.S. customers on iOS, Android, and Fire tablets, with a wider release planned for later this summer. Users will be able to find it from the Prime Video mobile home page by scrolling down to the Clips carousel, which opens into a full-screen vertical feed built for fast, swipeable browsing.
