Consumer preferences for upright video viewing have prompted Amazon to introduce a new vertical short-video format within Prime Video through its Clips functionality.
This vertical video section appears on the mobile homepage of Prime Video. Initially tested as a preview for NBA highlight clips, it has expanded to feature excerpts from films and TV shows available on the platform. Essentially, it functions as a vertically oriented recommendation stream aligned with typical mobile device handling.
Selecting a clip switches the screen to full view, enabling users to scroll through additional upright videos. Each video provides access to related actions, such as viewing the complete program, purchasing or renting it, adding to a watchlist, liking, sharing, and further interactions.
The rollout is underway for certain users in the United States across iOS, Android, and Fire tablets. Amazon plans to extend availability to all users on these devices by summer.