- Prime Video adds a feed of short vertical videos called Clips within its app.
- The goal is to make it easier to discover series and movies and increase the time spent on the platform.
- The feature follows in the footsteps of Netflix and Disney+, which had already opted for similar formats.
- Clips allow you to add titles to the watchlist, share, and jump to the full content.
Amazon has taken another step in transforming its streaming platform with the arrival of a feed of short, vertical videos called Clips within Prime Video . The company is thus incorporating, directly into its app, a viewing experience very similar to that of TikTok or Reels, designed to allow users to quickly discover content through brief snippets.
This new feature is initially launching on the Prime Video app for a limited group of users, with a gradual rollout starting in the United States and expanding to more territories over the coming months. This move comes at a time when short-form video has become the dominant format on mobile and a key tool for engaging viewers, including in Europe and Spain.
How Clips, Prime Video's short video feed, works
Prime Video's new feature is based on a vertical feed of clips between 15 and 60 seconds long that play in full screen . Users simply swipe up or down to jump from one clip to another, following the interaction pattern that already dominates mobile video consumption.
These clips are taken from series, movies, and other content available in the Prime Video catalog , edited to highlight striking moments, key scenes, or narrative hooks that encourage viewers to continue watching the full title. Each clip includes quick buttons to add the content to "My List," share it, or directly open the page to play it from the beginning.
According to Amazon, the Clips feed appears as a dedicated carousel on the app's home screen . Simply scroll to that section to start watching videos in portrait format, without having to navigate through menus or perform manual searches.
In this first phase, the feature has been enabled for a limited number of users on iOS, Android, and Fire tablets , as a phased rollout. The company plans to expand access during the summer months, so that the clip feed will eventually become a regular part of the Prime Video experience in European markets as well.
A move amidst the short-form video craze
The launch of Clips doesn't come in a vacuum. Prime Video is joining a trend already embraced by other streaming giants . Netflix was one of the first to experiment with a feed of short clips , also under the name Clips, while Disney+ introduced its quick video format, Quick Bites, months later, following a similar approach.
Behind this wave of TikTok-like features is the platforms' attempt to increase retention and improve content discovery in the mobile environment . User behavior has changed: more and more time is being spent scrolling through endless feeds of short videos and less time manually searching for what to watch.
In this context, the clip feed acts practically as a new homepage optimized for mobile . Instead of static grids, listings, and menus, the user enters, sees a clip that catches their eye, and with one or two taps can save it or play the full content.
For mature markets like the United States and Europe, where streaming platform usage is high but competition is fierce, these kinds of experiences can help reduce subscriber churn by offering more reasons to open the app daily . The easier it is to stumble upon something interesting, the less likely users are to leave.
What is Amazon aiming to achieve with Clips within Prime Video?
The arrival of Clips aligns with Amazon's strategy to strengthen Prime Video as a complete entertainment ecosystem , where users not only log in to watch something specific, but also to explore and receive recommendations. The company aims to make the app a go-to place even when users aren't sure what to watch.
According to Bryan Griffin, head of global app experiences at Prime Video, the idea is that users can discover new titles through short clips tailored to their tastes , whether they have a couple of free minutes or want to get hooked on an entire series.
For Amazon, this format also represents a way to showcase its extensive catalog, including productions that often go unnoticed in traditional listings . A well-chosen clip can bring a series or film to the attention of many viewers.
Like other services, this approach relies on recommendation systems that analyze each account's behavior to prioritize scenes and content most likely to appeal to that specific user. In this way, the feed doesn't simply display the most popular content, but rather attempts to personalize the video flow.
In parallel, Clips allows the platform to measure very precisely which moments generate the most interest , which clips are shared the most, and which ones lead to playing the full content—data that can influence how titles are promoted and positioned within the service.
Amazon's background and comparison with other services
The adoption of a vertical feed within Prime Video comes after some previous experiments by Amazon with short formats that failed to gain traction. In the past, the company tested features like X-Ray Clips, which displayed snippets and interactive content during playback pauses, but without a separate feed dedicated to discovery.
There were also tests on other Amazon ecosystem products, such as Freevee, where short videos accompanied by ads were tested . However, those attempts were not fully integrated into the main Prime Video experience, nor did they rely as heavily on the infinite scrolling pattern that now dominates mobile consumption.
The current launch of Clips, however, aligns with what direct competitors like Netflix and Disney+'s vertical feed have already validated . Both platforms have reported significant improvements in the time users spend within the app and in medium-term retention, something Amazon aims to replicate.
Netflix, for example, has used its own clips to boost the addition of new series and films to its watchlist , while Disney+ has relied on snippets from its most well-known franchises to attract audiences who might not have sought out that content on their own.
With Prime Video decisively embracing this approach, the feeling in the industry is that short video has ceased to be a one-off experiment and has become a structural element in the design of streaming apps, also for European users.
Potential impact on users and creators in Spain and Europe
For Prime Video users in Spain and other European countries, the arrival of Clips represents a change in how they interact with the catalog, especially on mobile devices . Instead of navigating menus or searching for a specific title, simply open the app and browse the feed until you find something that suits your mood.
This more passive type of consumption can be especially appealing to younger users , who are accustomed to TikTok, Instagram Reels, or YouTube Shorts. If the experience is seamless and the recommendations work, it's likely that the feed will become a regular gateway to longer-form content.
For creators and production companies that distribute their work through Prime Video, the appearance of Clips opens an additional avenue for exposure within the platform itself, beyond covers and editorial listings . A well-chosen scene can be enough to attract new viewers and give a second life to a series that went largely unnoticed upon its release.
In parallel, the integration of features such as quickly adding to "My List" or sharing the clip via messaging and social networks makes it easier for digital word of mouth to rely on official snippets of content , instead of depending solely on textual recommendations or traditional trailers.
For the average European user, who typically combines several streaming subscriptions, Prime Video's inclusion of its own short-video feed can be a differentiating factor when deciding which app to open during downtime . In a highly competitive environment, capturing those extra minutes of daily attention is key to maintaining an active subscription.
Overall, Amazon's investment in Clips reinforces the idea that short-form video has become a central component in the battle for screen time , and not just a decorative feature. Prime Video is thus seeking to adapt to new viewing habits without abandoning its long-form content base, attempting to make both worlds coexist within the same app.
