Prime Video app becomes TikTok: Amazon launches portrait format short videos

Streaming services are increasingly relying on formats that are otherwise known from social media platforms. Amazon is now starting to integrate a new feed for short, vertical videos into its Prime Video app on mobile devices.

New video feed for smartphones

While YouTube is already scaling back the implementation of its shorts, the trend for streaming apps is the other way around. Just like Disney+ and Netflix before it, Amazon is now also equipping its mobile app for Prime Video with a corresponding function. Users receive a feed of vertical short videos in the style of TikTok.

The feature called Clips is intended to help you discover new films and series on smartphones. The rollout begins for users in the USA on iOS, Android and Fire tablets. Worldwide distribution is planned for the summer. The trend towards portrait format videos reflects the usage habits of smartphone owners. Originally from apps like Snapchat, portrait format videos have become the standard for quickly consuming content.

As per a message from Amazon Prime As can be seen, the format celebrated its premiere with summaries of games from the NBA professional basketball league. The group is now expanding the concept to the entire catalog. Users will find a carousel on the app’s homepage. A tap opens the full-screen view with personalized suggestions. The titles can be started, purchased or added to the watch list directly from the feed.

Share, Like, Buy

Users can even share the short videos with other people using a corresponding button. However, the recipient needs the Prime Video app installed on their device to open the sent link. The introduction of the new video feed is accompanied by further adjustments to the user interface. Users can now find automatically playing trailers on the homepage. In addition, vertical preview images ensure a different use of space on the display.

With the adjustments, Amazon is expanding the basic navigation of the mobile application. Until now, the application was primarily based on horizontal menus and static images. It is currently unclear whether content from external third-party providers will also flow into the new area in the future. So far, the group has focused on the project exclusively on its own productions as well as on directly licensed feature films and series that are included in the regular subscription.