The topic Prime Video just launched vertical video inside its iPhone app is currently the subject of lively discussion — readers and analysts are keeping a close eye on developments.
This is taking place in a dynamic environment: companies’ decisions and competitors’ reactions can quickly change the picture.
Prime Video is the latest streaming service to debut a vertical video feed in its iPhone app. Here are the details on Prime Video’s new ‘Clips’ vertical video feature, rolling out today.
Vertical video has been huge in social media ever since TikTok took off. But 2026 seems to be the year all the streaming apps try their hand at vertical too.
Disney+ launched vertical video in March with a feature called ‘Verts.’ Then just last week, worldwide streaming leader Netflix went all-in with its new ‘Clips’ vertical video feed.
Now today, Prime Video is rolling out vertical video too using the same ‘Clips’ name.
Clips is a scrollable, short-form vertical video feed that Prime Video first tested for NBA coverage, but now is launching widely, “expanding to include moments from movies and series across the Prime Video experience.”
To get started, scroll down to the Clips carousel on the Prime Video mobile home page and tap any clip. You will enter a full-screen vertical feed with more personalized clips to browse.
If you don’t see Clips in your Prime Video app just yet, make sure you are running the most recent version of the app. You also might have to wait a bit, as Amazon says the rollout will be gradual.
The feature “is initially rolling out to select customers in the United States on iOS, Android, and Fire tablets, with the experience becoming fully available across these devices this summer.”
It’s currently unclear whether Clips will only be available for Amazon’s own content, or if third-party subscription offerings (like the recent Apple TV-Peacock bundle) will get the vertical treatment too.
What do you think of this vertical video trend for streaming services? Let us know in the comments.