Prime Video has launched Clips, a scrollable short-form video feed designed to improve content discovery on mobile devices.
The feature, which first launched with NBA highlights during the 2025-26 season, is being expanded to include moments from movies and series across Prime Video.
It follows in the footsteps of Netflix and HBO Max, who in recent weeks have announced similar services.
Users can access Clips from a carousel on the Prime Video mobile home page, opening a full-screen vertical feed of personalised snippets. From each clip, viewers can watch the full title, rent or buy it, subscribe to access it, save it to a watchlist, like it or share it.
Brian Griffin, director of global application experiences at Prime Video, said Clips gives customers “a whole new way to browse with short, personalised snippets tailored to their interests”.
The launch forms part of a broader refresh of Prime Video’s mobile experience, including autoplay trailers on the home page, vertical artwork optimised for phone screens and a redesigned player with easier access to cast details, trivia and related titles.
Clips is initially rolling out to selected customers in the United States on iOS, Android and Fire tablets, with full availability across those devices planned for the summer.
Prime Video said the feature is intended to help users discover content quickly, whether they have a few minutes to scroll or are looking for something longer to watch.
