Amazon adds vertical video feed to Prime Video for better discovery

Amazon Prime Video has launched an innovative feature aimed at improving how users discover content. The platform now includes a vertical feed called 'Clips' that showcases short clips from series and movies.

This new feed allows users to browse highlighted snippets with options to jump into the full title, rent, or buy it. It is integrated into the app's homepage and offers personalized content based on viewing history.

Previously, Prime Video experimented with a TikTok-style feed for NBA highlights, but now the focus expands to clips from titles available on the platform. The goal is to make content discovery easier and boost user engagement.

The Clips feed will initially roll out to a select group of users in the US on iOS, Android, and Fire tablets, with a broader release expected during the summer. Users can also add shows to watchlists and share clips via messages or social media, provided the recipient has the app installed.

This move by Amazon aims to compete in a crowded streaming market where visual experience and quick interaction are crucial to capturing attention. The addition of short-form content aligns with global trends and the demand for more dynamic, accessible formats.

The launch of Clips arrives at a time when streaming services are seeking to innovate their interfaces to retain and grow their audiences. The feature promises a more engaging, visual, and personalized way to explore the catalog.

While there are no details yet about international rollout, industry trends suggest that such features will become standard in streaming platforms in the coming months.