Amazon Adds Vertical Video Feed to Prime Video

Amazon is pushing Prime Video deeper into the scroll economy with a new vertical video feed built to turn quick clips into full-length viewing.

The feature, called Clips, will stream short-form videos from shows and movies inside the Prime Video app. Users can move from a clip straight into the full title or choose to rent or buy it, according to reports. The move puts Amazon alongside Netflix and Disney Plus, which have also embraced vertical discovery tools as streaming platforms search for new ways to keep viewers engaged.

This shift says a lot about how streaming now competes for attention. The old model asked viewers to browse rows of posters and make a choice. The new model serves up movement first, betting that a short burst of video can do what static thumbnails often cannot: hook someone instantly. Prime Video has experimented with a TikTok-style feed before, and this latest step suggests Amazon sees short-form discovery as more than a side feature.

Short clips now sit at the center of the streaming pitch: grab attention fast, then convert that interest into a full watch, rental, or purchase.

For viewers, the change could make Prime Video feel faster and more intuitive, especially on mobile devices where vertical video already dominates. For Amazon, it opens a direct path from discovery to transaction. That matters because Prime Video does not just compete for watch time; it also sells access to titles. A feed that blends entertainment with instant purchase options could sharpen that advantage.

What happens next will depend on whether users treat Clips as a genuine discovery tool or just another scrolling layer inside an already crowded app. If the feature drives more starts, rentals, and purchases, expect Amazon to give it more space and rivals to keep refining their own feeds. The bigger story reaches beyond one app: streaming services no longer just want to host what you watch. They want to control how you find it.