Amazon injects doomscroll-friendly vertical videos in Prime Video app

Amazon is giving Prime Video a doomscroll button. The streaming app is adding a new feature called Clips, which is a vertical short-form video feed that lets users swipe through scenes from movies, series, and sports without leaving the app. Basically, Prime Video wants a piece of the TikTok, Reels, and Shorts habit, where one funny scene or chaotic moment can do more to sell a show than a polished trailer.

How will Clips work inside Prime Video?

Clips first launched with NBA highlights on the NBA collection page during the 2025-26 season. Amazon is now expanding it to include moments from movies and series across Prime Video.

Users can find Clips by scrolling to the Clips carousel on the Prime Video mobile home page and tapping any video. That opens a full-screen vertical feed with personalized clips based on viewing history. From any clip, users can jump to the full title, rent or buy the content, subscribe for access, save the title to a watchlist, like the clip, or share it with someone else. Amazon says Clips is rolling out first to select users in the United States on iOS, Android, and Fire tablets. It will become fully available across those devices this summer.

Can Amazon turn a 20-second clip into a full watch?

Amazon is tapping into a habit that already drives what people watch. I’ve lost count of how many movies and shows I first noticed through YouTube Shorts, usually from one sharp scene, a funny exchange, or a clip that kept showing up until I finally searched for the title. Short-form video has quietly become one of the strongest discovery tools for films and shows.

Netflix has already tried a similar trick with its own vertical clips feed, giving users a way to browse short scenes from its catalog. Amazon’s version follows the same logic: keep users scrolling, surface more titles, and hope a 20-second clip turns into a two-hour watch.

Since Prime Video brings together Amazon MGM Studios titles, licensed movies and series, live sports, and add-on subscriptions such as Apple TV, HBO Max, Crunchyroll, and MGM+, the Clips feed could pull from a wide mix of content, including shows, movies, anime, and sports.