Prime Video launches TikTok-style short video feed

Amazon ↗2.90% began rolling out Clips, a scrollable short-form video feed, to Prime Video’s mobile home page on Thursday.engadget
The feature first launched for NBA highlights this season and now spans films and series across Prime Video’s full library.tipranks
Netflix ↗0.55%, Disney+, and Peacock have all announced similar TikTok-style vertical feeds in recent months as streamers compete for mobile engagement.techcrunch

Prime Video Launches TikTok-Style Clips Feed for Movies and Shows

Amazon is expanding its short-form vertical video feature on Prime Video, bringing a TikTok-style scrollable feed called Clips to movies and TV series across the platform. The announcement, made Friday, marks the feature’s evolution from a sports-focused tool into a broader content discovery mechanism for the streaming service.

From NBA Highlights to Full Catalog

Clips first launched as a preview feature for NBA highlights on Prime Video’s NBA collection page during the 2025-26 season. The feed now showcases “moments from films and series throughout the Prime Video library,” functioning as a vertical recommendation tool that lets viewers sample content without committing to full-length viewing.engadget

When a user taps on a clip, the screen shifts to full-screen mode and allows continuous scrolling through additional vertical videos. Each clip offers options to view the full title it promotes, rent or purchase it, add it to a watchlist, or share it. The feature is currently rolling out to select customers in the United States on iOS, Android, and Fire tablet devices, with a broader rollout planned for this summer.cordcuttersnews

A Streaming Industry Trend

Prime Video’s move follows a wave of similar initiatives across the streaming landscape. Netflix launched its own feature also called Clips in late April, describing it as “a personalized highlight reel that helps you decide what to watch or play next, without endless scrolling”. Disney+ announced plans for a TikTok-style vertical feed at CES 2026 in January, building on the “Verts” feature already available on ESPN’s app. NBCUniversal’s Peacock confirmed in March it would offer live vertical NBA clips using AI-powered cropping technology.techcrunch

The Short-Form Discovery Play

The strategy across these platforms follows a common logic: surface short, vertical clips from long-form programming to hook mobile users, then convert that engagement into full-length viewing. For Amazon, the expansion of Clips arrives as Prime Video continues to invest heavily in its content slate — including NBA playoff broadcasts, the upcoming “Spider-Noir” series, and original films like “Tom Clancy’s Jack Ryan: Ghost War” this month.linkedin