The news: Amazon Prime Video is the latest streaming giant to roll out a TikTok-style vertical video feature on mobile devices to drive short-form discovery, boost engagement, and increase time spent on its platform.

The feature, called Clips, is available to select US users on Fire tablets, Android devices, and iOS Prime Video apps, per PCMag. A full rollout is expected this summer.

“Clips gives customers a whole new way to browse with short, personalized snippets tailored to their interests. Whether they have a few minutes to scroll or are looking for something to watch when they have more time, entertainment is just a tap away,” Brian Griffin, director of Prime Video’s global application experiences, said in a press release.

Trendspotting: Prime Video joins Disney+ and Netflix, as well as Peacock and Tubi, in providing a new discovery and engagement layer for mobile users. Vertical video can promote short-form trailers and seasonal content with fast playback and simple add-to-list and play actions.

Why it's worth watching: We predicted that second-screen behavior will define CTV strategy this year, and we’re seeing streamers like Amazon Prime relying on smartphones and tablets to extend user engagement. Here’s how Clips differentiates itself from other streaming apps:

• Amazon skips the dedicated navigation tab (Netflix has one) and places Clips in a homepage carousel—meaning discovery is passive, not intentional, which will increase exposure but could limit reach.
• Every clip connects directly to watch, rent, buy, or subscribe action, making it the most commerce-forward implementation of the three. Netflix and Disney + link to video playback; Amazon links to transaction options.
• The calls to action in every clip create a direct-response surface that standard pre-roll ads never offered.

Recommendations for brands: Mobile platforms are now where engaged audiences discover content. As every major platform upgrades their feeds to incorporate vertical videos, mobile advertising is becoming a key channel for discovery. 

• Watch for Sponsored Clips inventory on Prime Video, particularly for brands that sell through Amazon or advertise on Prime Video Channels. 
• Test vertical-first creative before the full rollout this summer. All assets should be designed for mobile, with tight framing, readable text, and a strong hook in the first three seconds—long enough to stop a user from scrolling by. 

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