Prime Video takes a cue from TikTok with new clips feed
Synopsis
Amazon has launched Prime Video Clips for selected mobile users, introducing a vertical short-video feed inside its streaming app. The rollout comes as streaming companies increase focus on mobile viewing habits, short-form discovery tools, and audience retention features amid rising competition across subscription video platforms.
Prime Video Clips introduces short-form video browsing as streaming companies increase focus on mobile viewing and content discovery features.
Key Highlights
- Prime Video Clips adds a vertical short-video feed inside Amazon’s streaming application.
- The feature is currently rolling out on iOS, Android, and Amazon Fire tablets.
- Streaming represented 44.3% of US television viewing in April 2026, according to Nielsen.
- Prime Video operates across more than 200 countries and territories globally.
Amazon has started rolling out Prime Video Clips, a vertical short-video feed inside its streaming app, as streaming companies continue reshaping how viewers discover movies and television shows on mobile devices.
The feature is currently available to selected users on iOS, Android, and Amazon Fire tablets. Prime Video Clips allows viewers to scroll through short previews, open full titles instantly, rent or purchase content, save programs to watchlists, and share clips through messaging applications.
The rollout comes at a time when streaming companies are increasing investment in mobile-first viewing tools to compete for audience attention traditionally dominated by short-video platforms.
Mobile Viewing Habits Push Platform Changes
Prime Video Clips follows similar features introduced by major streaming rivals over the past year. Streaming platforms are increasingly using short-form previews to improve content discovery and keep users inside their apps longer.
According to Nielsen’s April 2026 “The Gauge” report, streaming accounted for 44.3% of television viewing in the United States, remaining the largest category ahead of cable and broadcast TV. Analysts have linked that growth to rising mobile consumption and younger audiences shifting toward quick-scroll viewing formats.
Prime Video previously tested vertical video feeds through NBA-related content, but the latest rollout expands the format across entertainment titles.
Subscription Competition Intensifies
Amazon’s latest update also arrives as competition across subscription streaming services continues to tighten. Research firm Ampere Analysis reported earlier this year that global streaming platforms are increasing spending on viewer retention features rather than subscriber expansion alone.
Prime Video operates in more than 200 countries and territories, including major markets such as Canada, the United Kingdom, Australia, India, Germany, and Japan. Industry estimates from Business of Apps place Prime Video’s global subscriber base above 200 million users.
Amazon reported first-quarter 2026 revenue of $181.5 billion, up 17% year over year. Its advertising business generated $17.2 billion during the quarter, reflecting continued growth in Amazon’s media operations.
Clips Feed Focuses on Faster Content Discovery
The new Prime Video Clips feed appears as a dedicated section inside the app homepage. The clips shown to users are personalised using viewing activity and watch history.
Amazon has not announced a wider international release timeline for Prime Video Clips beyond the current mobile rollout.
FAQs
Q1. What is Prime Video Clips?
Prime Video Clips is a vertical short-video feed that previews movies and television shows inside the Prime Video app.
Q2. Which devices currently support Prime Video Clips?
The feature is rolling out on iOS, Android, and Amazon Fire tablet devices for selected users.
Q3. Can users watch full movies or shows from the Clips feed?
Yes. Users can directly open, rent, purchase, or save titles featured in the Clips feed.
Q4. Why are streaming platforms adding short-video features?
Streaming companies are expanding mobile-focused discovery tools as short-form viewing continues growing among audiences.
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Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
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