Amazon has just announced the addition of a short video feature called Clips to its Prime Video application, marking a new step to increase the ability to explore content on this online movie viewing platform.
According to the introduction, Clips will display short video clips cut from movies and programs on Prime Video. Users can scroll through them in a vertical feed format similar to TikTok.
From these excerpts, viewers can add movies to their watch lists, share with friends or access them directly to rent, buy or watch through existing subscription packages.
Mr. Brian Griffin - Global Application Experience Director of Prime Video, said that the new feature helps users access content faster and more personalized. According to him, even if they only have a few minutes of entertainment or want to find a movie to watch for a long time, users can easily choose with just a few operations.
In fact, Amazon has tested this short video format during the National Basketball Association (NBA - the leading professional basketball league in the US) season when displaying match highlights in continuous scrolls like short video social networks.
Prime Video's move is seen as a step following the trend that many major streaming platforms are pursuing.
Previously, Netflix, Disney+, Peacock or Tubi also deployed short video sections to increase user retention and promote the discovery of new content.
According to Amazon, Clips is currently being tested for some users in the US on iOS, Android and Fire tablets. This feature is expected to be expanded more widely in the summer of this year.
