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. The feature was first created with an eye toward NBA games airing on Prime Video, but this new development expands it to potentially include shows like boys and other prime roots. Users can access the Clips feed by scrolling down to the Clips carousel on the home page and tapping any clip.
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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 any show or movie featured in said clip. Right now, the feature is available to “select customers” in the United States on Android, iOS, and Fire tablet devices. It will become available to more people in the summer.
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“As the first-stop entertainment destination, Prime Video offers customers a vast selection of premium content, and we want to make it as easy and intuitive as possible for them to find what’s most relevant,” said Brian Griffin, Prime Video executive. “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, although it should be noted that it doesn’t appear that users can create their own clips, at least at this time. In other words, it’s another way for Amazon to market Prime Video content to users. Respond accordingly.
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