Amazon is introducing a new 'Clips' feature to its Prime Video app, marking another step in the streaming wars. Similar to Netflix and Disney Plus, this vertical feed will showcase short clips from shows and movies, allowing users to jump into full titles or add them to their watchlists.

The Clips feed is based on your viewing history, ensuring a personalised experience with new content every time you visit. You can also share snippets via text or social media, though recipients need the Prime Video app to view the clips.

Initially rolling out to select US customers on iOS, Android, and Fire tablets, Amazon plans a broader rollout for this summer. It remains to be seen whether this vertical format will take off or fade into obscurity like many other trends in the tech world.