****Amazon Prime Video launches TikTok-style Clips feed + Ultra ad-free tier hikes****
Key Questions
What is Prime Video's new Clips feature?
Prime Video has launched a personalized short-form vertical video feed called Clips to help users discover movies and series. It is designed for engagement and discovery, similar to TikTok, and was tested with NBA content.
Where and when is the Prime Video Clips feed rolling out?
The Clips feed is starting on US mobile devices including iOS, Android, and Fire TV. A full rollout is planned for summer 2026.
What changes are coming to Prime Video's subscription tiers?
Prime Video is introducing a new Ultra tier that raises the price for ad-free viewing by $4.99 per month, starting April 10. This tier gates premium features like 4K, Dolby Atmos, and other enhancements to boost average revenue per user.
Prime Video rolling out personalized short-form Clips feed in app for discovery and engagement, starting US mobile on iOS/Android/Fire TV, NBA-tested, full summer '26 rollout. Direct competitive response to Netflix's vertical Clips launch. New Ultra tier raises ad-free pricing, gates 4K/Dolby Atmos/premium features (+$4.99/mo Apr10), boosting ARPU amid short-form/tiering wars.