Amazon has rolled out a new feature called 'Clips' on the Prime Video app. Designed to tantalise and tempt viewers with bite-sized snippets of shows, Clips aims to entice users into exploring full-length episodes from their watchlist or recommendations.

The feature will launch first in the U.S., where it is expected that Amazon can test its waters before a wider rollout this summer. Users can add titles they like directly to their watchlist, share them with friends, or navigate to rent, buy or access through their subscription.

‘Clips’ is an homage to social media trends, particularly those seen on TikTok. Its launch comes at a time when other streaming giants such as Netflix and Disney have also introduced similar short-form video feeds, all aiming to boost user engagement in the digital age.

In a world where scrolling through personalised content snippets has become the norm, Amazon’s move is less about innovation and more about keeping up with the Joneses. The question remains: will viewers actually be enticed by these clips or will they just add to their already growing list of things to watch?