In-situ Automated Fiber Placement (AFP) manufacturing of thermoplastic prepreg tapes has the potential to provide a fast and cost-effective manufacturing solution for large composite structures. However, it is prone to several defects, especially gaps and overlaps. One of the primary causes for this is the tape width deformation during placement. Current literature is not enough to understand this mechanism completely and the conventionally considered tape width deformation mechanism i.e., transverse squeeze flow has been suggested to be incorrect for AFP. Therefore, the research objective was to experimentally investigate the width deformation mechanism and the influence of processing parameters for thermoplastic prepreg tapes using humm3® as the heating device. The results show that the tape width deformation takes place both in the heating and consolidation phase of the process and involves spreading of the fiber-resin mixture. Additionally, the conformable roller has an influence on the post-processed tape cross-section profile. The surface roughness and the influence of the processing parameters indicate the role of temperature distribution as the influencing factor. Therefore, these results can be used to accurately model the tape width deformation to mitigate the problem of gaps and overlaps.