Amazon adds vertical video feed to Prime Video

At a glance:

• Amazon Prime Video introduces a vertical "Clips" feed for short-form content
• Feed integrates clips from Prime Video titles with options to watch, rent, or buy
• Available initially in the US on iOS, Android, and Fire tablets ahead of summer rollout

What the Clips feed offers

Amazon Prime Video's new Clips feature creates a vertical scrollable interface showcasing short video snippets from its library. Unlike the previous NBA highlights-focused feed, this version dynamically generates content based on user viewing history. Each clip includes a thumbnail, title, and playback controls, with options to jump to the full episode or movie. The system personalizes recommendations by analyzing watch history, ensuring users see content aligned with their preferences. This differs from TikTok-style feeds by focusing exclusively on Amazon's own catalog rather than third-party content.

The Clips feed emphasizes discoverability through its integration with Prime Video's core features. Users can add clips to their watchlist directly from the carousel, which syncs with their main library. Sharing functionality allows users to send clips via text, email, or social media platforms. Recipients must have the Prime Video app installed to view shared content, creating a closed ecosystem that promotes app engagement. This approach mirrors Netflix's vertical feed strategy but with distinct differences in content curation and sharing mechanics.

Rollout and accessibility

The Clips feature is currently in a limited release phase, targeting select US customers on iOS, Android, and Fire tablets. Amazon has not specified exact criteria for inclusion in this initial group, but the phased approach suggests testing of both user experience and content recommendation algorithms. The broader rollout is scheduled for this summer, though no specific date has been announced. This staggered release allows Amazon to gather performance data before full deployment, similar to how Disney Plus and Netflix have rolled out their vertical feeds.

Technical implementation details remain sparse, but the feature's requirements suggest optimization for mobile interfaces. The vertical format prioritizes thumb-friendly navigation, with swipe gestures likely controlling clip progression. Amazon has not disclosed whether the feed will include user-generated content or remain strictly curated from its library. The absence of external content differentiation from the previous NBA highlights feed implies a continued focus on platform-owned media.

Competitive positioning

By adding Clips, Amazon positions Prime Video more directly against competitors like Netflix and Disney Plus, both of which have successfully implemented vertical feeds. This move addresses a key gap in Prime Video's feature set—short-form content discovery—while leveraging its existing catalog. The personalization aspect could give it an edge over Netflix's more static recommendations, though Disney Plus's integration with its Marvel and Star Wars libraries offers unique content advantages. The feature's social sharing component also differentiates it from competitors by enabling direct content dissemination outside the app.

User impact and limitations

Early adopters in the US will experience a tailored version of the feed based on their viewing history, which may initially feel restrictive for users with diverse interests. The requirement for recipients to have the Prime Video app installed limits the feature's virality compared to shareable links on platforms like TikTok. Additionally, the absence of explicit content ratings or genre filters in the feed description suggests potential limitations in discoverability for niche audiences. Amazon has not addressed whether the Clips feed will include advertisements or maintain Prime Video's ad-free experience.

Future developments

The summer rollout timeline provides a clear near-term roadmap, but long-term success will depend on user engagement metrics. Amazon may expand the feed's content sources to include third-party creators or emphasize exclusive Prime Video content. The feature could evolve to include interactive elements, such as polls or quizzes tied to clips, to enhance user retention. Competitors are likely to respond with similar features, potentially leading to an arms race in vertical content discovery across streaming platforms.