Prime Video has rolled out a new feature called Clips, which offers a scrollable, short-form video feed aimed at enhancing the way users discover entertainment on their mobile devices. This innovative addition was first introduced with NBA highlights during the 2025-26 season, but it has since broadened its scope to include memorable moments from a variety of movies and series available on the Prime Video platform. This initiative is part of a larger strategy to elevate the mobile user experience, complementing recent enhancements like auto-playing trailers, vertical images that showcase up to 50% more titles, and a revamped video player.
According to Brian Griffin, the director of global application experiences at Prime Video, the platform aims to be the go-to destination for entertainment by providing customers with an extensive array of premium content. The introduction of Clips is designed to simplify the discovery process, offering users a fresh way to browse through short, personalized video snippets that cater to their individual interests. Whether users have just a few minutes to spare or are in search of something to watch during a longer break, Clips ensures that entertainment is always just a tap away.
To access Clips, users can easily scroll to the Clips carousel located on the Prime Video mobile home page. By tapping on any clip, they are taken to a full-screen vertical feed where they can watch the complete title, rent or purchase it, subscribe, add it to their watchlist, or even like and share clips with friends. Currently, Clips is being rolled out to select customers in the United States on iOS, Android, and Fire tablets, with plans for full availability across these devices anticipated this summer.
