What We Know: Amazon Prime Video gets a vertical short-video feed inspired by TikTok and Netflix

In a recent development, 2026 12:07 PM IST Amazon mentions the feature is aimed at helping users discover entertainment more easily through personalised recommendations.(Image Source: Amazon)Amazon is introducing a new TikTok-style feature called “Clips” to the Prime Video app, giving users a fresh way to discover movies and TV shows through short-form vertical videos., 3 min readMay 9 The feature is designed to make browsing content quicker and more engaging, especially for mobile users who prefer fast, scrollable recommendations. New information indicates that, The new Clips feed will show short snippets from shows and movies available on Prime Video. Users can scroll through these clips much like they would on TikTok, Instagram Reels, or YouTube Shorts. New information indicates that, viewers can instantly add a title to their watchlist, share it with friends, or begin watching, renting, or buying the featured content directly through Prime Video.Amazon mentions the feature is aimed at helping users discover entertainment more easily through personalised recommendations., From within the feed According to recent reports, Director of Global Application Experiences at Prime Video, the Clips feature is designed for both quick browsing sessions and longer viewing decisions., based on Brian Griffin personalised snippets tailored to their interests,” Griffin stated in the company announcement., “Clips gives customers a whole new way to browse with short as several major streaming platforms have already introduced similar features in recent years., The move does not come as a surprise Netflix, Disney+, Peacock, Tubi, and others have been experimenting with vertical video feeds to improve content discovery and keep users engaged inside their apps. Netflix even uses the same “Clips” branding for its short-form preview experience. New information indicates that, when Prime Video displayed short sports highlight videos in a scrollable format similar to social media feeds., Amazon had earlier tested the concept during the NBA season New information indicates that, TV shows. and The company appears to now be expanding that idea to movies New information indicates that, Android, and Fire tablets., The Clips feature is currently rolling out to select users in the United States on iOS which opens into a full-screen vertical feed., Users can access it through a Clips carousel on the Prime Video mobile homepage Amazon mentions broader availability is expected later this summer.Story continues below this ad The launch reflects a growing trend in the streaming industry, where platforms are increasingly borrowing ideas from social media apps to support users spend less time searching and more time watching. © IE Online Media Services Pvt LtdThis article went live on May ninth, twenty twenty-six, at seven minutes past twelve in the afternoon. Tags: Amazon Amazon Prime Video