Tech giant Amazon (AMZN) has introduced Nova Forge, a new AWS tool that lets companies customize AI models by using their own datasets earlier in the training process for $100,000 per year. Unlike traditional fine-tuning, which happens after a model is already trained, Nova Forge lets clients shape the model as it learns. However, the service does not include computing power or training data, and support from Amazon engineers costs extra. Still, Amazon says that this is much cheaper than building a model from scratch, which could cost hundreds of millions or even billions of dollars.
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Notably, Amazon’s Nova models were launched in 2024 but haven’t become mainstream. A July survey from Menlo Ventures found that by mid-2025, Amazon-backed Anthropic (PC:ANTPQ) had a 32% share of the enterprise AI model market, followed by OpenAI (PC:OPAIQ) at 25%, Google (GOOGL) at 20%, Meta (META) at 9%, and Nova at under 5%. Nova models are available through AWS Bedrock, which also hosts Anthropic’s Claude 4.5. Interestingly, Rohit Prasad, Amazon’s head of artificial general intelligence, told CNBC that the new service came directly from customer feedback.
In addition, some clients are already seeing results. For instance, Reddit (RDDT) used Nova Forge to train a moderation model tailored to the wide range of topics on its platform, and found it performed better than other large commercial models. Amazon is also launching new AI models like Nova 2 Pro, which it says rivals OpenAI’s GPT-5, Anthropic’s Claude 4.5, and Google’s Gemini 3. Another model, Nova 2 Omni, can handle images, video, text, and speech, making it the first reasoning model with such a wide skill set.
Is Amazon a Buy, Sell, or Hold?
Turning to Wall Street, analysts have a Strong Buy consensus rating on AMZN stock based on 43 Buys and one Hold assigned in the past three months, as indicated by the graphic below. Furthermore, the average AMZN price target of $295.43 per share implies 25.1% upside potential.
