Amazon Prime Video has launched a new vertical video feed called "Clips" that displays short-form content from shows and movies available on the streaming platform. The feature follows similar implementations by competitors Netflix and Disney Plus, marking a broader industry trend toward TikTok-style vertical scrolling experiences.

The Clips feed presents users with a scrollable stream of brief video snippets designed to help viewers discover new content. From within the feed, users can choose to jump directly into the full title, rent additional content, or make purchases.

This marks Amazon's entry into the vertical video format that has become increasingly popular across social media and entertainment platforms. The implementation appears aimed at content discovery, allowing users to sample shows and movies through short previews before committing to longer viewing sessions.

The move represents part of a broader shift among major streaming services to adopt features popularized by social media platforms like TikTok and Instagram Reels. By incorporating vertical scrolling feeds, streaming platforms are attempting to capture user engagement patterns that have proven successful on mobile-first social applications.

Amazon had previously experimented with TikTok-style feeds within Prime Video, suggesting the company has been testing various approaches to short-form content presentation before settling on the current Clips implementation.