Amazon Prime Video is introducing a new short-form video feature to its streaming platform, joining rivals including Netflix and Disney+ in adopting a TikTok-style vertical browsing experience aimed at mobile users.

According to the company, the feature, called “Clips”, will present viewers with a personalised stream of vertically scrolling videos taken from films, television series and live sports content available on Prime Video. Users will be able to tap directly into the full programme, rent or purchase titles, subscribe to related services, or save content to a watchlist from within the feed.

The company said the feature initially debuted during the 2025–26 NBA season with basketball highlights before expanding into entertainment content across the wider Prime Video platform. 

Brian Griffin, director of global application experiences at Prime Video, said the company wanted to simplify how audiences find programmes within its catalogue. He said the new feed would provide “short, personalized snippets tailored to their interests”, allowing users either to browse casually or decide what to watch in full.

Amazon said Clips will appear through a carousel on the Prime Video mobile homepage. Once selected, users enter a full-screen vertical feed that continuously recommends additional clips based on viewing history. Shared clips can also be sent through messaging applications, email or social platforms, although recipients must have the Prime Video app installed to view them.

The company said the feature is being introduced gradually to selected customers in the United States across iOS, Android and Fire tablet devices, with wider availability expected later this summer.