Streaming discovery is getting a social media-style upgrade as Amazon rolls out a new feature called “Clips” on the Prime Video app. The feature allows users to scroll through short, personalised snippets from shows and movies to help them decide what to watch next.
The new Clips feature appears in a vertical feed on the Prime Video home page, offering an easy and fast browsing experience similar to short-form video platforms.
Users can directly add shows to their watchlist, share clips with friends, or instantly start streaming, renting, or buying content that catches their attention.
Brian Griffin, Prime Video’s director of global application experiences, described the feature as a simple way for customers to discover entertainment that is relevant and interesting to them.
The feature is currently being rolled out to select users in the US across iOS, Android, and Fire tablets. Amazon plans to expand availability further by summer 2026.
The update reflects the growing trend of using short-form content experiences to improve content discovery and viewer engagement on streaming platforms.
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