Users have made their preferences known: turning a phone sideways to watch content is an unnecessary hassle. Amazon has joined the trend of embracing vertical short-form videos with the launch of Clips, a new feature in Prime Video designed to mimic the TikTok experience.
This vertical video feed now appears on Prime Video’s mobile home screen. Originally introduced as a preview for NBA highlights, Clips now features “moments from movies and series across the Prime Video experience.” Essentially, it functions as a recommendation carousel optimized for vertical viewing, just like your smartphone.
Interacting with a clip triggers full-screen mode, allowing users to swipe through additional vertical videos. Each clip provides options to watch the full title, rent or purchase it, add it to a watchlist, “like” it, share it, and more.
The feature is currently available to “select customers” in the US on iOS, Android, and Fire devices. Amazon plans to expand access to all users on these platforms this summer. Until then, users may need to accept the inconvenience of rotating their phones to view trailers.