Prime Video Clips: This is Amazon's new feed of short videos

Amazon has begun rolling out Prime Video ClipsA new feature within its streaming app brings the short-form video format to the heart of the platform. The idea is simple: to transform the classic home screen into a space where users can swipe through short clips of movies, series, and sports until they find something they really want to watch.

With this move, Prime Video openly joins the trend of vertical feeds which have already embraced Netflix, Disney+, Peacock, or Tubi. The stated goal is to improve content discovery on mobile, but in practice it also represents an attempt to reduce choice fatigue and subscriber churn in an increasingly saturated streaming market.

What is Prime Video Clips and how does it work?

Prime Video Clips It's a vertical video feed integrated directly into the Prime Video mobile app. It gathers short clips—around 15, 30, or even 60 seconds—from the platform's catalog, ranging from movies and series to sporting events, and displays them in a continuous stream that you scroll through by swiping up or down, just like in... TikTok or Instagram Reels.

To access, the user only needs to travel to the Clip Carousel on the app's home screen on your mobile phone or tablet. Tapping any of those videos opens a full-screen feed where personalized clips begin playing based on your viewing history, favorite genres, and previous behavior within Prime Video.

From each clip, the experience is quite straightforward: the person can Add the title to your watchlistYou can share the clip with someone, or jump directly to the movie or series page to play, rent, or buy it. In many cases, a single tap is all it takes to go from the short preview to full playback, reducing the friction between "I'm interested" and "I press play."

Brian Griffin, director of global app experiences at Prime Video, has defined the tool as a “a completely new way of exploring” The catalog is presented through short, personalized clips. Amazon promises that each time a user opens Clips, they will find a different selection of scenes designed to match their current interests.

This feature isn't new: during the 2025-26 NBA season, Amazon already tested a similar feed with sports summaries within the section dedicated to the league. That test, based on highlights that could be scrolled vertically, foreshadowed the leap to a more general format that now extends to a large part of the Prime Video catalog.

Where is Prime Video Clips available and what about in Spain?

In this first phase, Prime Video Clips is being rolled out to selected users in the United StatesThe feature is initially coming to iOS, Android devices and Fire tablets, and Amazon has announced that availability will be progressively expanded throughout the summer of 2026 within that same market.

For now, the company has not specified no additional dates or countries For the international launch of the feed, Spain is not among the territories included in the initial wave. The expansion to Europe and other markets will most likely come in a second phase, once Amazon has measured performance and adjusted the product using data collected in the United States.

In any case, the logic behind these types of launches is usually the same: first, the feature is tested on a limited scale, then it's rolled out to more accounts in the same country, and if the usage indicators, time spent in the app, and conversion to full plays are positive, a full rollout is scheduled. extension to new regions where Prime Video has a solid user base. It's reasonable to assume that major European markets will be on the list, although no official dates have been announced.

Users who receive a clip shared from the United States need to have the Official Prime Video app You need to have the app installed on your device to open the link and view the clip within the Clips experience. If the feature is not yet active in your region or on your account, the link will redirect you to the title's page or the service's main page, but without the full vertical feed.

What can be done from each clip

Beyond the TikTok-like aesthetic, what sets Prime Video Clips apart from a simple "promotional video" is the range of actions available in each clip. Each piece functions as a small interactive hub which allows you to make several decisions without leaving the feed.

From a specific clip, the user can play full title If it's included with your subscription, or you can directly access rental or purchase options for on-demand content. This way, the leap from curiosity to transaction—whether starting a chapter or paying for a movie—is reduced to one or two taps on the screen.

In addition, the interface offers the option to save the content to a list To watch it later, users can "like" it (which helps the algorithm better understand their preferences) and share the clip via messaging apps, social media, or email. Those who receive the link will land directly on the same clip within Prime Video, provided they have the app installed on their mobile device.

This combination makes the feed more than just a simple preview gallery. Clips serves as both discovery tool, gateway to paid consumption and social distribution mechanism of content, all without the user having to navigate through long menus or enter terms in the search bar.

For Amazon, this integration has an additional advantage: Prime Video blends titles included with the subscription, one-off rentals, digital purchases, and additional channels into a single interface. A feed of clips with direct actions allows push any of those models as appropriate, from a paid premiere to an original series that we want to highlight.

Why all platforms are looking at TikTok

Clips' arrival doesn't come in a vacuum. In recent years, Netflix, Disney+, Peacock, and Tubi have been incorporating... vertical video experiences They're very similar, with feeds of short scenes that play automatically as you scroll. In Netflix's case, the feature even shares a name with Amazon's: Clips.

The underlying reason is that it has become the de facto standard on mobile, especially among younger audiences. Instead of actively searching for what to watch, millions of users have become accustomed to let the algorithm decideswitching from one video to the next with a simple swipe of a finger. Streaming platforms are trying to bring that exact same logic to their long-form catalogs.

The paradox is that the problem is no longer a lack of content, but quite the opposite: catalogs with thousands of titles that block the decision-making process. In this context, a feed of clips functions as a kind of "algorithmic channel surfing" where the user You don't have to read synopses or open fact sheetsYou only need to see a couple of seconds of a scene to decide if it suits you or if you prefer to move on to the next segment.

From a business perspective, the potential impact is significant. Video-on-demand platforms are facing a growing churn rate, and one of the most significant factors is that subscribers can't find anything to see in just a few minutes and ends up leaving the app. If Clips manages to increase the time people spend browsing and, above all, boost the number of videos started, Amazon will have gained an additional tool for retaining users.

In many ways, Prime Video's vertical feed confirms a shift in the landscape: the classic discovery model—based on static carousels, rankings, and text-based recommendations—is giving way to a passive and almost automatic discoverywhere the user is limited to accepting or rejecting what the algorithm presents on the screen.

Clips within Prime Video's mobile strategy

The arrival of Prime Video Clips is part of a broader renovation of the service's mobile experience. Along with this feed, Amazon has been introducing a redesigned homepage with autoplay trailers, vertical images that allow up to 50% more titles to be displayed at once, and an updated player that makes it easier to check information without interrupting playback.

In practice, this means the app tries to make better use of the phone and tablet screen space to offer more content at a glance. The vertical format, combined with the constant scrolling, makes navigation something more dynamic and less based on static lists, in line with what most users already do daily on social media.

Prime Video also starts from a somewhat unique position within the Amazon ecosystem. For many customers, video on demand is a added benefit of a Prime subscriptionwhose main draw remains the fast delivery of purchases and other associated services. In that context, Clips can serve to remind the user that they have an entertainment library at their disposal, and encourage them to spend more time within the app.

At the same time, integrating such a prominent feed also runs the risk of increase the feeling of noise in an app that already combines streaming, additional channels, movie rentals, live sports, and free ad-supported content. The balance between helping users decide and overwhelming them with stimuli will be one of the key factors to watch when Clips expands to more countries.

Another relevant point is how Amazon will use the behavioral data that this new format generates. Interaction with clips—what is watched to the end, what is skipped after a few seconds, what is shared—can offer very detailed signals about what kind of scenes, stories, or styles connect best with the audience, something that could influence internal promotion and even production and renewal decisions for series.

An industry standard that can change the catalog

The rise of feeds like Prime Video Clips, Netflix Clips, or the vertical experiences of Disney+ and other platforms paints a picture in which the way the content is presented It's becoming homogenized rapidly. When almost all streaming applications operate with a carousel of customized short videos, the format ceases to be a competitive advantage and becomes the bare minimum.

In that scenario, what will really make the difference will be the content catalog and how each service interprets the data generated by these feeds. If Amazon decides that series whose clips generate the most interaction deserve more investment, or should be renewed as a priority, the short-video algorithm could end up influencing which stories are produced and which are canceled.

The relationship between this feed and advertising is also at stake. Since Amazon introduced ads on Prime Video in 2024 for some of its customers, the company has made it clear that it wants maximize the value of each subscribernot only to ensure they don't unsubscribe. A short video space, designed to grab attention in just a few seconds, fits perfectly as potential additional advertising inventory.

Although the company hasn't detailed concrete plans for monetizing Clips, it wouldn't be surprising if, over time, the feed incorporated integrated ads or promotions for paid titles differentiated by subscription level. Experience from other platforms indicates that vertical video formats are particularly attractive to brands when designing targeted campaigns.

For now, Amazon's communication focus remains on convenience and easier discovery. But as the feature matures, we'll likely see Clips evolve from a content showcase into a... key channel for promotion and monetization within the Prime ecosystem.

With Prime Video Clips, Amazon is officially implementing a change that has been brewing in streaming for some time: the catalog is no longer browsed title by title, but clip by clip, in a format borrowed from social media that aims to hook the user in a matter of seconds. For those who use Prime in Spain and Europe, the new feature will arrive later, but the rationale is clear: if short videos are where attention is focused, platforms want the journey to a movie or series to begin precisely there.

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Alberto Navarro

I am a technology enthusiast who has turned his "geek" interests into a profession. I have spent more than 10 years of my life using cutting-edge technology and tinkering with all kinds of programs out of pure curiosity. Now I have specialized in computer technology and video games. This is because for more than 5 years I have been writing for various websites on technology and video games, creating articles that seek to give you the information you need in a language that is understandable to everyone.

If you have any questions, my knowledge ranges from everything related to the Windows operating system as well as Android for mobile phones. And my commitment is to you, I am always willing to spend a few minutes and help you resolve any questions you may have in this internet world.