Following Netflix and Disney+, Amazon Prime Video is also entering the short-form (short-length video) market.
According to major foreign media on the 9th (local time), Amazon recently added a short video feed called "Clips" to the Prime Video app. The feature will first roll out to some iOS, Android, and Fire tablet users in the United States before expanding to more users.
According to TechCrunch, the feature provides short Highlight videos of shows available on Prime Video to prompt viewers to watch full episodes or movies. From a clip, users can add content directly to their watchlist or share it with friends. They can also lending, purchase, or watch content through subscription services.
Brian Griffin, director in charge of global application experience at Amazon Prime Video, said, "Clips offers a completely new way to explore content through personalized short videos," and noted, "You can scroll for a moment to sample content, or find something to watch when you have more time."
Amazon first introduced the feature during the NBA season, allowing users to scroll through game Highlights in a format similar to a TikTok-style feed.
Several streaming platforms, including Netflix, Peacock, Tubi, and Disney, have recently introduced similar features to improve content discovery. Netflix also uses the name "Clips" for its short-form content feed.