Amazon’s Prime Video added a dedicated Clips feed to its iPhone app today, delivering short‑form vertical video alongside the regular library. The scrollable carousel surfaces bite‑size moments from movies, series, and recent NBA coverage, mirroring moves by Disney+ and Netflix earlier this year. Users tap a thumbnail to enter a full‑screen, portrait‑oriented stream.

To browse, scroll down to the Clips carousel on the home screen and select any clip. The app then presents a personalized feed that updates with each visit, letting viewers watch the full title, rent or buy it, add it to a watchlist, like, or share. A recent press release notes the rollout starts with select U.S. customers on iOS, Android, and Fire tablets, with broader availability slated for summer.

Prime Video’s move underscores how streaming platforms are borrowing social‑media formats to boost discovery and keep users inside their ecosystems. While Amazon has not confirmed whether third‑party titles—such as those from the Apple TV‑Peacock bundle—will appear in Clips, the feature already gives advertisers a new vertical ad inventory. The rollout will test whether portrait snippets can translate into higher engagement for on‑demand content.