Amazon has added a short-form video feed to the Prime Video app called ‘Clips’, the company announced on Friday.
According to TechCrunch, the feature is being introduced first in the United States and will feature short extracts from programmes available on Prime Video aimed at encouraging viewers to watch full episodes or films.
Users will be able to add titles to their watchlists, share them with friends, or proceed to rent, purchase or watch content through their subscriptions directly from the clip.
“Clips gives customers a whole new way to browse with short, personalised snippets tailored to their interests,” Prime Video Director of Global Application Experiences Brian Griffin said in a statement.
“Whether they have a few minutes to scroll or are looking for something to watch when they have more time, entertainment is just a tap away,” he added.
Amazon first tested the feature during the NBA season, allowing users to scroll through match highlights in a format similar to TikTok-style feeds.
Several streaming platforms, including Netflix, Peacock, Tubi and Disney, have recently introduced comparable features intended to improve content discovery. Netflix has also used the name ‘Clips’ for its short-form feed.
The feature is initially being released to selected users in the United States on iOS, Android and Fire tablets, with a wider launch planned for the summer.
Users can access the feature by scrolling to the Clips carousel on the Prime Video mobile homepage, which opens a full-screen vertical feed.
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