- Prime Video is expanding its Clips vertical video stream to mobile devices
- It’s designed to help you discover new titles and you can also share them with other people.
- Clips will arrive first to select US users, with a wider release expected this summer
The TikTokification of top streaming services is officially happening, and Prime Video is the latest platform to jump on the vertical video streaming bandwagon, following the lead of Netflix and Disney+.
Launching first to select users in the US on iOS, Android, and Fire tablets, Clips (which is also the name of Netflix’s video stream) is the latest Prime Video viewing experience for mobile devices, a short-form video stream that’s designed to give you recommendations for your next binge-watch. Prime Video first launched NBA Highlight Clips and now the platform is expanding it to movies and shows.
Just like the algorithm you get with TikTok, your Clips feed uses your viewing history as a basis to offer new entertainment suggestions, putting discovery at the forefront. With the magic of a simple tap, Clips will open in full screen mode and scrolling begins from there. Not only can you watch clips of movies and shows from the Prime Video catalog, but you can also watch in full directly from Clips, rent and buy titles, save them to your watchlist, and share them with others via messaging or social media platforms.
While Clips isn’t a completely new feature for Prime Video, it’s still a great addition to its mobile app and one that the streaming giant is very excited about. “As a premium entertainment destination, Prime Video offers customers a wide selection of premium content, and we want to make discovering what’s most relevant as easy and seamless as possible,” said Brian Griffin, director of global app experiences at Prime Video, adding:
“Clips offers customers a whole new way to browse with short, personalized clips tailored to their interests. Whether they have a few minutes to scroll or are looking for something to watch when they have more time, entertainment is just a tap away.”
At least the platform has hope for its new mobile experience, but that said, that doesn’t mean subscribers are going to embrace another vertical video stream taking over their streaming apps, and it all started with Netflix.
In May 2025, Netflix announced that it was testing vertical video streaming for mobile devices, not because it wanted to become a social media app, but because short-form video is the most common form of video consumption among viewers today. Last week, the streaming service introduced its own Clips channel and not everyone welcomed it with open arms.
When you think about it, it’s quite contradictory. Users turn to Netflix and other platforms to get lost in the drama of a good movie or show and escape doomscrolling, and now Netflix is putting that temptation back into their hands. As a means of discovery, I can see it having its benefits, especially if you’re an incredibly indecisive viewer, but at the same time it opens up a lethal new rabbit hole you can fall down: one Netflix subscriber on Reddit exasperatedly called for “killing it with fire,” while others jumped in to express their distaste for the feature in the same thread.
Amazon has also shared that it is already planning to expand Clips, and video streaming will be fully available on these devices later this summer.
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