Brandon Fletcher
Consumers have made their preferences unmistakably clear: rotating a phone to landscape mode is increasingly inconvenient. In response, Amazon has introduced a feature that mirrors the popular TikTok format by launching a vertical short-form video option, termed the Clips feature on Prime Video. This innovative approach reflects the growing trend in mobile viewing habits, catering to users who favor effortless scrolling.
The Clips feature is a fresh addition to the mobile home page of Prime Video. Initially rolled out as a preview for NBA highlights, this feature has now evolved to showcase “moments from movies and series throughout the Prime Video platform.” Essentially, it functions as a vertical recommendation carousel, designed specifically for mobile viewing, aligning perfectly with how users naturally engage with their devices.
Upon tapping a clip, users will experience full-screen viewing, enabling seamless swiping through additional vertical videos. Each clip provides multiple options, including the ability to watch the complete content being promoted, rent or purchase it, add it to a watchlist, and even like or share the video with friends and family. This interactive feature aims to enhance user engagement within the Prime Video ecosystem.
This exciting feature is currently being rolled out to “select customers” across the United States on iOS, Android, and Fire devices. Amazon has announced that it will extend this feature to all users on the same platforms by summer. In the meantime, users might have to endure the old-fashioned experience of rotating their devices to watch trailers, but the transition to a more user-friendly vertical format is just around the corner.
Ethan Carter
