Amazon Launches TikTok-Style ‘Clips’ Feed to Boost Prime Video Content Discovery

Story Summary
Amazon has introduced a vertical, short-form video feed called “Clips” to its Prime Video application, aiming to improve user engagement and content discovery. Initially rolling out to U.S. customers on iOS, Android, and Fire tablets, the feature allows users to scroll through personalized snippets of shows and movies. According to Brian Griffin, director of Global Application Experiences, the interface enables viewers to add titles to watchlists, share content, or initiate streaming directly from the feed. This move aligns Prime Video with industry peers like Netflix, Disney, and Tubi, all of which have adopted similar short-form formats to combat discovery friction. Following a successful pilot during the NBA season, Amazon plans a broader rollout of the feature later this summer.





