Amazon has started rolling out the new Clips feature in its Prime Video mobile app, which switches to short and vertical video format. In this new section, users can watch short sections of movies, TV series and sports content in a full-screen vertical flow. The feature was initially made available to selected users in the USA on iOS, Android and Fire tablets; It will be available for wider access on these devices in the summer.
Movies and TV series will be discovered through short videos with Prime Video Clips. Prime Video’s new Clips feature works as a scrollable short video stream within the mobile application. When users land on the Clips carousel on the Prime Video homepage and tap on any video, they switch to full-screen vertical streaming. This screen shows new short videos personalized based on the user’s viewing history. Clips didn’t start out as a completely new idea within Prime Video.
Amazon first tried this format with highlight videos on its NBA collection page during the 2025-26 season. With the new step, the feature is no longer limited to NBA content only; The Prime Video experience also includes moments from movies and TV series. The new feature speeds up the process of finding content to watch through short videos. While watching any clip, the user can open the entire production in question, rent or purchase the content, start a subscription for access, add the title to the watch list, like the clip or share it with a friend.
The application shows new short videos based on viewing history every time it is visited. To access clips, it is necessary to use the current version of the Prime Video mobile application. Since the feature is currently being rolled out gradually, it may not appear immediately for every user who updates their app. According to the information shared by Amazon, initially selected users in the USA will gain access. This distribution, which started on iOS, Android and Fire tablets, is planned to reach full access on the same devices in the summer.
On the sharing side, there is a structure that directly suits mobile habits. When the user wants to share a clip, they can tap the share button and send the link via messaging application, social media platform or email. If the person receiving the link has the Prime Video application installed, they are directed directly to the relevant clip and can watch other clips in the same vertical flow. This step is a continuation of the recent changes Prime Video has made to the mobile experience.
Amazon introduced a revamped structure that autoplays trailers while browsing the mobile home page, vertical visuals suitable for phone screens, and a redesigned interface within the player to discover new titles, player information and trivia details without interrupting viewing. Clips became the new part added to this mobile-focused change chain.
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