Prime Video Adds Scrollable Clips Feed

Prime Video has added a scrollable clips feed to its app, pushing deeper into the short-form discovery tactics that already shape how people find what to watch.

The new feature, called Clips, serves up brief snippets from shows and movies in a vertical feed designed for fast browsing. The goal looks straightforward: keep users inside the app longer and turn idle scrolling into a path toward starting a full episode or film. Reports indicate the move mirrors similar efforts from Netflix and Disney, which have also leaned on short video previews to surface content.

Short clips no longer just market streaming shows from the outside; they now sit inside the product, where discovery and viewing happen in the same motion.

That shift matters because streaming services increasingly compete on discovery as much as on libraries. Most major platforms already carry vast catalogs that can overwhelm viewers. A feed of short, swipeable scenes offers a simpler pitch: stop searching, start sampling. For Prime Video, that may help solve one of the most persistent problems in streaming—getting users from indecision to playback before they leave the app.

The move also shows how streaming interfaces continue to absorb ideas from social media. Short-form video has trained audiences to expect instant, low-commitment sampling, and platforms now want to capture that behavior directly. Sources suggest services see these feeds as a way to make large catalogs feel more immediate, more personal, and easier to navigate.

What happens next will depend on whether clips actually convert curiosity into viewing time. If they do, expect more streaming apps to rebuild their home screens around motion, snippets, and endless scroll. That matters because the battle for attention no longer starts when you press play—it starts the moment you open the app.