Amazon Prime Video joins Netflix and Disney Plus by launching vertical feed

Amazon has become the latest streaming giant to add short-form vertical video feed called Clips to its platform after rivals like Netflix and Disney+. The feature aims to change how users discover their next favourite movie or binge-worthy series directly from their phones. According to the company, Clips has been tested with NBA highlights during the 2025-26 season, and is now being expanded to include bite-sized, personalised moments from Prime Video’s massive library of films and original series.“As a first-stop entertainment destination, Prime Video offers customers a vast selection of premium content, and we want to make it as easy and seamless as possible for them to discover what's most relevant,” said Brian Griffin, director of global application experiences at Prime Video. “Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests. Whether they have a few minutes to scroll or are looking for something to watch when they have more time, entertainment is just a tap away,” Griffin added.The goal of the feature is to solve the "what should I watch?" dilemma by offering a low-commitment way to browse, and it is designed specifically for mobile users.Users can find the new feature by scrolling down to the “Clips” carousel on the Prime Video mobile home page. Tapping any video enters a vertical, full-screen feed that allows users to swipe through endless content snippets.From any clip, users can then immediately watch the full title, save it to a "Watchlist," or even rent/buy the movie right then and there. Amazon says that the more users watch Clips watch, the better it gets, and the feed updates every time you visit based on your specific viewing history.Moreover, by tapping a share button, users can send clips via text, social media or email. The recipient will get a direct link that opens the Prime Video app, allowing them to watch the moment and keep scrolling through the feed themselves.The rollout is starting now for select customers in the US using iOS, Android and Fire tablets. Amazon expects the feature to be fully available to all mobile users by this summer.Clips isn't the only change coming to the app. Amazon has been overhauling its mobile experience to better suit smaller screens. This includes vertical posters that allow users to see 50% more titles at once and a redesigned video player that lets viewers check cast details and trivia without pausing the action.