Amazon Prime Video launches TikTok-Style vertical clips: Here’s how the feature works

Amazon’s Prime Video has rolled out a new Clips feed inside its mobile app, following in the footsteps of Netflix’s Fast Laughs and Disney+’s short-form previews. The feature introduces a scrollable, vertical video experience that lets users quickly browse highlights from movies, series, and sports, making content discovery more engaging and mobile-friendly.The Clips feed appears as a carousel on the Prime Video home page. Tapping into it opens a full-screen vertical feed of personalised snippets based on viewing history. Each clip offers multiple actions:* Watch the full title* Rent or buy the content* Subscribe to access it* Save to a watchlist* Like or share with friendsThis design mirrors TikTok’s familiar swipe-and-scroll interface, but with a focus on entertainment discovery rather than user-generated content.Clips are tailored to each user’s interests, ensuring fresh recommendations with every visit. Sharing is seamless: users can send clips via messaging apps, social platforms, or email. Recipients are directed to the clip in Prime Video, provided they have the app installed.The launch of Clips is part of Prime Video’s wider push to enhance its mobile experience. Recent updates include:* A refreshed home page with auto-playing trailers* Vertical images optimized for phone screens, showing up to 50% more titles* A redesigned player with easier access to cast details, trivia, and new titles without interrupting playbackThe Clips feed is currently rolling out to select U.S. customers on iOS, Android, and Fire tablets, with full availability expected later this summer.