Amazon announced a new feature that will radically change the user experience for its digital broadcasting platform Prime Video. The vertical short video format, which entered our lives with TikTok and Instagram Reels, now takes its place in Prime Video’s mobile applications under the name Clips.

This feature, which aims for users to discover new TV series and movies without the hassle of turning their phones sideways, offers a stream of the most impressive moments selected from the content on the platform.

Originally tested with sports content, this feature is now being expanded to include Amazon’s massive content library.

• Prime Video adds a vertical video stream called Clips, which offers sections of TV series, movies and sports content, to its mobile application.

• Through this stream, users can instantly add, rent or purchase productions that interest them to their watch list.

• The feature, which is currently available to a limited user base in the USA, will be made generally available for all iOS and Android users in the summer of 2026.

Vertical Video Trend Spreads to Streaming Giants

As social media changes consumption habits, platforms that offer feature-length content are also having to keep up with this pace. Amazon’s new Clips feature actually turns mobile users’ scrolling habit into a marketing and discovery tool. When users click on this new section on the Prime Video home page, they switch to a full-screen vertical interface.

Here, the most striking scenes from popular TV series, award-winning movies and live sports events on the platform are presented to users.

This move shows Amazon’s intention to become not just a video library, but also a dynamic social platform where users enjoy spending time.

Especially the younger generations’ interest in vertical formats rather than horizontal videos makes Prime Video’s investment in this field inevitable.

How Does Clips Work?

The Clips feature doesn’t just offer a watch-skip stream; It also provides deep integration. While watching a clip, there are various interaction buttons at the bottom or on the sides of the screen.

If the section you watched excited you, you can start watching the entire content with a single tap or save it to your list to watch later.

Additionally, Amazon’s commerce-oriented structure comes into play here as well. If the content you watch is not included in your Prime membership, you can access the rental or purchase options directly through the clip.

Thanks to the share button, it only takes seconds to share the scenes you like with your friends. This preview process, which started with NBA recaps, now covers a wide range from Amazon Originals productions to licensed Hollywood movies.

User Experience and Social Interaction

Amazon prioritizes simplicity and speed when designing the Clips feature. To move from one video to another, all you have to do is swipe up. Within this stream, artificial intelligence-supported algorithms highlight the sections that you may find most interesting based on your past viewing habits.

For example, if you like action movies, your stream will feature more explosion scenes and fight choreography, while comedy fans will encounter the funniest lines.

Amazon’s New Strategy: Keeping Mobile Users in the App

This step by Amazon Prime Video is a strong response to the trend started by Netflix with its Fast Laughs feature. The company wants users to find new content within the platform without going to other applications.

Instead of starting a long series of episodes, especially when traveling or during short breaks, scrolling through these short clips significantly increases the time users spend in the application.

The feature, which is currently active for certain iOS, Android and Fire device users in the USA, is expanding globally in the summer of 2026, according to Amazon’s official statement.

As of this date, users in Türkiye will begin to experience this vertical experience via the Prime Video mobile application. It seems that in the publishing world, not only the quality of the content but also how quickly and effortlessly that content is discovered is of great importance.