Prime Video is the latest streaming service to launch a vertical video stream in its iPhone app. Here are the details of Prime Video’s new “Clips” vertical video feature, rolling out today.
Prime Video’s new vertical video feature ‘Clips’ helps you discover TV shows and movies
Vertical video has occupied an important place on social networks since TikTok took off. But 2026 seems to be the year where all streaming apps try their hand at the vertical, too.
Disney+ launched vertical video in March with a feature called “Greens.” Last week, global streaming leader Netflix went all-in with its new “Clips” vertical video stream.
Today, Prime Video is also rolling out vertical videos using the same name “Clips”.
Clips is a short, scrolling vertical video stream that Prime Video first tested for NBA coverage but is now widely launching, “expanding to include moments from movies and series across the Prime Video experience.”
According to the press release:
To get started, scroll to the Clips carousel on Prime Video’s mobile home page and tap any clip. You’ll enter a full-screen vertical feed with more personalized clips to browse.
From any clip, you can watch the full title, rent or buy it, subscribe for access, save the title to a watchlist, or “like” the clip and share it with a friend. Every time you visit the experience, you will see something new based on your viewing history.
If you don’t see Clips in your Prime Video app yet, make sure you’re running the most recent version of the app. You may also have to wait a bit, as Amazon says the rollout will be gradual.
The feature “is initially rolling out to select customers in the US on iOS, Android, and Fire tablets, with the experience becoming fully available on these devices this summer.”
It’s not yet clear whether the clips will only be available for Amazon content or whether third-party subscription offerings (like the recent Apple TV-Peacock bundle) will also get the vertical treatment.
What do you think of this vertical video trend for streaming services? Let us know in the comments.
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