Prime Video Rolls Out 'Clips' Vertical Video in iPhone App
Amazon’s Prime Video has launched a vertical video feed called ‘Clips’ inside its iPhone app, marking the company's first foray into the short-form mobile video space. The new feature is rolling out to iPhone users starting today, offering vertically-oriented content designed for quick viewing on mobile screens, according to 9to5Mac.
This move positions Prime Video alongside other streaming and social platforms that have embraced vertical video as a way to boost mobile engagement. While details on the full capabilities and content selection of 'Clips' are limited, the feature’s debut signals Amazon’s intent to experiment with formats that cater to the way users now consume video on mobile devices.
What We Know: How 'Clips' Changes the Prime Video App
‘Clips’ introduces a dedicated vertical video feed within the Prime Video iPhone app. The rollout starts today, but the source does not specify whether all iPhone users get access immediately or if it’s a phased launch. The feature is optimized for the iPhone’s portrait orientation, delivering short-form video in a style now ubiquitous on social feeds.
The source confirms only the existence and launch of this feature; it does not offer specifics on what types of content are included in Clips, such as whether users will see highlights, previews, or exclusive segments from Prime Video’s shows and movies. Likewise, there’s no mention of how users access Clips within the app or whether the feed is personalized.
What’s clear is that Amazon is testing new ways to keep users watching inside the Prime Video iOS app. The vertical format is a direct nod to changing viewing habits, where fast, swipeable video increasingly dominates mobile attention.
Why It Matters: Prime Video Adapts to Mobile-First Viewing
Prime Video’s decision to add a vertical video feed inside its iPhone app matters for two reasons: it adapts the platform to how users now spend time on mobile, and it signals a willingness to experiment with content delivery.
The vertical video format, previously the domain of social media, is now being deployed in a mainstream streaming context. For Prime Video, this could translate into higher engagement among users who want fast, snackable content on the go.
Analysis: The move could tighten the feedback loop between content discovery and consumption. If users spend more time in the app because Clips are engaging, that’s a win for Amazon—even if the ultimate goal or content mix is still unclear. But without details on the content pipeline or user controls, it’s too soon to gauge whether Clips will become a core part of the Prime Video experience or fade as a minor experiment.
What Is Still Unclear: Content, Features, and Strategy
The source does not specify what type of content will appear in Clips, how frequently it will be updated, or whether there are plans for exclusive vertical video productions. There’s no information on whether Clips will feature interactive elements, monetization options, or social sharing—features that have defined vertical video elsewhere.
We also don’t know if Amazon plans to expand Clips to Android, Fire tablets, or the web, or how the company will measure its success. User adoption rates, content strategy, and longer-term integration into Prime Video’s main catalog remain open questions.
What To Watch: Expansion, User Reaction, and Strategic Shifts
All eyes will be on how Prime Video evolves Clips in the coming months. The most immediate watch item: whether Amazon pushes Clips to other devices beyond iPhone, and how quickly. User feedback—especially around discoverability, content value, and engagement—will likely shape future iterations.
From a strategic standpoint, the big question is whether Clips signals a broader shift towards short-form video or simply a test to capture mobile attention. If Amazon integrates Clips more deeply or invests in exclusive vertical content, the experiment could reshape the Prime Video app’s design and content priorities.
For now, the launch of Clips is a clear signal that Prime Video is willing to rethink its mobile strategy—even if the full implications are still behind the curtain.
Why It Matters
- Prime Video is adapting to evolving mobile viewing habits by launching vertical video.
- Amazon's move positions it alongside competitors who already offer short-form content.
- The introduction of Clips could drive greater engagement and retention within Prime Video's app.
