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431 Inside Amazon, Homegrown AI Is a Tough Sell

The Information
Catherine Perloff @ The Information · 01/06/2026 09:00 EDT

Inside Amazon, Homegrown AI Is a Tough Sell

After nearly three years of building its own version of cutting-edge large language models, Amazon has come up with models that offer a reliable, cheap alternative to the flashiest ones made by rivals but don’t fully replace them.

That’s true even in Amazon’s own products: Amazon’s Rufus shopping assistant uses a mix of its in-house Nova models and those developed by Anthropic. Kiro, a vibe-coding agent Amazon released in the mid-2025, only uses Anthropic’s models. That reliance on other companies’ models.

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