Prime Video just launched vertical video inside its iPhone app

Prime Video is rolling out Clips, a vertical short-form video feed in its iPhone app.

The feed surfaces moments from movies and series and lets users open the full title, save, or share clips.

Amazon is gradually expanding the feature to select U.S. users on iOS, Android, and Fire tablets.

The move reflects how major streaming services are adopting social-style vertical feeds to boost discovery and engagement.