Regardless of whether or not anyone wanted such a thing, Prime Video is turning into TikTok.
Amazon announced in a press release on Friday that the Prime Video mobile app has a new feed for Clips, which are short, shareable video clips taken from Prime Video content. This feature was first created with NBA games broadcast on Prime Video in mind, but this new development expands it to presumably include shows like The Boys and other Prime originals. Users can access the Clips feed by scrolling down on the home page to the Clips carousel and tapping any Clip.
From there, Clips can be shared with other users by copying and pasting a link. Users can also like Clips or use them as a gateway to access whatever show or movie is on display in said Clip. Right now, the feature is available to “select customers” in the United States on Android, iOS, and Fire Tablet devices. It’ll become available to more people over the summer.
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“As a first-stop entertainment destination, Prime Video offers customers a vast selection of premium content, and we want to make it as easy and seamless as possible for them to discover what’s most relevant,” Prime Video executive Brian Griffin said. “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.”
The TikTok comparison is obvious, though it should be noted that it doesn’t sound like users can create their own Clips, at least at this time. In other words, this is mostly just another way for Amazon to market Prime Video content to users. React accordingly.