PRIME VIDEO LAUNCHES TIKTOK-STYLE VERTICAL FEED

Prime Video's new feed addresses user demand for vertical browsing, a discovery method popularized by short-form video platforms. The carousel-style interface allows viewers to quickly scroll through personalized recommendations without navigating traditional menu structures. The addition reflects streaming services' broader shift toward algorithmic discovery. Vertical feeds optimize mobile viewing and reduce friction in content selection—critical factors as streaming audiences increasingly watch on phones. Amazon has tested various UI changes to Prime Video over the past year, focusing on improving navigation and discoverability. This update integrates into the existing platform rather than replacing current browsing options. The feature rolls out to Prime Video users as the service faces intensifying competition from Netflix, Disney+, and other platforms experimenting with similar recommendation mechanisms. Industry analysts note that discovery remains central to retaining subscribers in an oversaturated streaming market.